Market Brand

Brand Voice Analysis and Guidelines Generation

Analyze a brand's voice, tone, and messaging across all available channels and generate a comprehensive brand voice guidelines document. Examine how the brand communicates, identify patterns and inconsistencies, and produce guidelines any writer or marketer can follow to maintain consistency.

When to use

• User wants to understand or document a brand's voice.
• User needs brand voice guidelines for a team, freelancers, or agency.
• User wants to ensure consistency across marketing channels.
• User is rebranding or refining their brand identity.
• User wants to compare their brand voice to competitors.
• Triggered by /market brand <url> or /market brand.

Required input contract

Before launching the analysis:

• Target URL (or set of URLs) — must be reachable.
• Available source types — at minimum homepage, about, product. Secondary channels (blog, social, email) increase confidence.
• Cross-skill data — if /market competitors ran earlier, reuse its competitor data for Step 6.

If only a single page is available, run the analysis and state the limitation explicitly in the deliverable — do not extrapolate.

Claims and source-quality constraints

• Every dimension score, archetype assessment, and consistency rating must be evidence-backed with 3-5 quoted examples from the source material. No invented quotes.
• Do not fabricate a tagline, boilerplate, or brand story — if missing, flag as "Missing" or "Partial" in the messaging hierarchy and recommend creation.
• Do not extrapolate brand voice from a single page. If sources are insufficient, state the limitation explicitly in the output.
• Voice and tone are different. Voice is the consistent personality; tone shifts by context. Do not conflate them.
• Frame consistency issues as opportunities, not failures.

Workflow — 10 steps

1. Gather source material — primary (homepage / about / product), secondary (blog / social / email / support copy), tertiary (jobs / press / ads).
2. Voice dimensions — score 1-10 across the four spectra (see below).
3. Tone mapping — map across 8 contexts (homepage, product, blog, social, error, email subject, CTA, support).
4. Brand archetype — Primary + optional Secondary from the five (Authority, Innovator, Friend, Rebel, Guide); rate fit Strong/Moderate/Weak.
5. Vocabulary — 15-20 characteristic words across action / descriptive / value / industry; plus words-they-avoid + signature phrases.
6. Competitor comparison — same dimensions + archetype, 2-3 competitors; reuse /market competitors data if available.
7. Consistency audit — score each of 6 channels Consistent / Mostly / Inconsistent; compute Overall Consistency Score X/10.
8. Messaging hierarchy — Tagline → Value Props → Elevator Pitch → Boilerplate → Full Story. Flag missing layers; do not fabricate.
9. Voice documentation — Voice Chart (IS / IS NOT pairs) + Writing Do's and Don'ts grounded in the analysis.
10. Copy samples — 5-8 concrete pieces in the identified voice across headline, product, blog, social, email subject, CTA, error, thank-you.

Full step-by-step procedure: references/brand-workflow.md.

Voice dimensions (decision logic)

Each dimension is a spectrum, not a binary. Score 1-10.

Evidence required: quote 3-5 specific examples per dimension. Full signal tables, tone mapping, and archetype profiles: references/voice-tone-and-identity.md.

Brand archetypes

Brands may blend 1-2 archetypes. Output: Primary + (optional) Secondary + Fit rating (Strong / Moderate / Weak).

Validation gates

Before delivering the report:

• Every score has 3-5 quoted examples from real source material.
• Source coverage is ≥ 3 channels, or single-source limitation is stated.
• Primary archetype is justified with evidence, not aesthetic preference.
• Vocabulary lists are non-empty across all four categories.
• Competitor scores come from observed competitor URLs or /market competitors data.
• Missing tagline / boilerplate / brand story is flagged, not fabricated.
• Consistency findings are framed as opportunities.
• Voice (personality) and tone (context-shifted) remain distinct.
• Output written to BRAND-VOICE.md in the current directory.

Full per-step quality checklists + anti-patterns: references/competitive-diagnostics-and-validation.md.

Output expectations

Generate BRAND-VOICE.md containing:

• Voice Summary (2-3 sentences).
• Voice Dimensions (4 scores + evidence + visual voice map).
• Brand Personality (primary + secondary archetype with evidence).
• Tone by Context (8-row table).
• Vocabulary (Words We Use / Avoid / Signature Phrases).
• Voice Chart (IS / IS NOT pairs).
• Writing Guidelines (Do's / Don'ts).
• Brand Messaging Hierarchy (5 layers with status).
• 5-8 Copy Samples in the identified voice.
• Competitor Voice Comparison.
• Consistency Audit (channel table + Overall Score).
• Recommendations (Immediate / Voice Evolution / Consistency).

Full template + worked archetype-keyed copy samples + filled voice map and consistency audit examples: references/examples.md.

Key principles

• Read like a detective — every word choice, punctuation decision, and sentence structure reveals something.
• Always provide evidence for every assessment; quote specific examples.
• The deliverable should be usable by a new copywriter who has never seen the brand.
• Copy samples are the most valuable artifact — make them diverse so writers have references for every context.
• Voice ≠ tone. A customer-complaint reply differs in tone from a launch announcement, but stays in the same voice.

Reference map