# Brand Voice

> Use when defining tone of voice guidelines, ensuring messaging consistency, or onboarding writers to your brand

- Skill: `kienbui1995/brand-voice` (Agent Skill)
- Install (CLI): `npx skillmds@latest add kienbui1995/brand-voice`
- Raw SKILL.md: https://api.skillmd.com/api/skills/kienbui1995/brand-voice/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- Author: kienbui1995 (https://skillmd.com/u/kienbui1995)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/kienbui1995/brand-voice

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# Brand Voice

## When to Use
When defining how your brand communicates — to ensure consistency across teams, channels, and content types.

## Core Jobs

### 1. Define Voice vs Tone
- **Voice**: consistent personality traits (doesn't change)
- **Tone**: how voice adapts per context (does change)

Example: Brand voice is "knowledgeable but approachable"
- Tone in marketing: enthusiastic, forward-looking
- Tone in support: empathetic, reassuring
- Tone in error messages: calm, helpful, never apologetic to a fault

### 2. Write the Voice Characteristics
3–4 traits, each with:
- The trait name
- What it means in practice
- "We say X, not Y" examples
- What it doesn't mean (the common misinterpretation)

Example:
**Direct** — We say what we mean without hedging.
We say: "This will take 3 minutes."
We don't say: "This might take a few minutes or so."
Not: blunt or rude.

### 3. Create a Messaging Framework
- **Tagline**: 5–7 words, memorable, captures the core benefit
- **Elevator pitch**: 2 sentences — problem we solve + for whom + how we're different
- **Key messages** per audience: what do we want them to believe after reading our content?
- **Proof points**: evidence that backs each key message

### 4. Build the Style Guide
Practical rules for writers:
- Vocabulary: words we use and words we avoid
- Grammar: Oxford comma? Active or passive voice? Numbers spelled out?
- Product name capitalization and usage
- Abbreviations and acronyms

## Key Outputs
- Voice characteristics (3–4 traits with examples)
- Messaging framework (tagline, elevator pitch, key messages)
- Style guide (vocabulary, grammar rules)
- Before/after examples for each trait

## Anti-Patterns
- Brand guidelines document nobody reads
- Voice defined by committee compromise ("bold but safe, edgy but professional")
- No examples — abstract descriptions without "we say X, not Y"
- Not training new writers on the voice