Brand Voice Skill
Overview
Brand Voice is the foundation of all marketing communication. It's how you sound, not what you say. This skill helps you define your unique voice and ensure consistency across all channels.
Keywords: brand voice, tone, personality, messaging, consistency, brand guidelines, communication style, brand identity
Core Methodology
Your brand voice has four dimensions:
- Personality Archetype — The character type your brand embodies
- Voice Dimensions — Specific traits that define how you communicate
- Tone Variations — How your voice adapts to different contexts
- Voice Guidelines — Rules for maintaining consistency
Personality Archetypes
Choose the archetype that best fits your brand:
- The Sage — Analytical, knowledgeable, truth-seeking (think TED Talks)
- The Hero — Courageous, bold, inspiring (think Nike)
- The Lover — Passionate, emotional, intimate (think Tiffany & Co.)
- The Creator — Innovative, imaginative, expressive (think Apple)
- The Innocent — Optimistic, cheerful, simple (think Coca-Cola)
- The Everyman — Relatable, friendly, down-to-earth (think Target)
- The Caregiver — Compassionate, supportive, helpful (think Dove)
- The Ruler — Authoritative, commanding, organized (think IBM)
- The Magician — Transformative, mysterious, powerful (think Tesla)
- The Outlaw — Rebellious, disruptive, provocative (think Red Bull)
Voice Dimensions
Define your voice across these dimensions:
Formality: Formal ↔ Casual
Optimism: Pessimistic ↔ Optimistic
Humor: Serious ↔ Humorous
Confidence: Uncertain ↔ Confident
Sophistication: Simple ↔ Complex
Warmth: Cold ↔ Warm
Energy: Calm ↔ Energetic
Directness: Indirect ↔ Direct
Tone Variations
Your voice stays consistent, but your tone adapts:
- Educational Content — Informative, clear, authoritative
- Sales/Promotional — Persuasive, compelling, benefit-focused
- Customer Support — Empathetic, helpful, patient
- Social Media — Conversational, engaging, personality-driven
- Crisis Communication — Transparent, accountable, reassuring
Voice Guidelines Framework
Create your voice guidelines document with:
- Archetype — Your personality type
- Voice Dimensions — Your specific traits
- Do's — What to always do
- Don'ts — What to never do
- Examples — Good and bad examples
- Tone Variations — How to adapt by context
- Word Choices — Preferred and avoided words
- Sentence Structure — How you construct sentences
How to Use This Skill
- Identify Your Archetype — Which personality type fits your brand?
- Define Your Dimensions — Where do you fall on each dimension?
- Create Your Guidelines — Document your voice rules
- Test for Consistency — Review existing content against guidelines
- Train Your Team — Share guidelines with everyone creating content
Integration with Other Skills
Brand Voice is the foundation for:
- Positioning Angles — Your voice delivers your positioning
- Direct Response Copy — Your voice makes copy persuasive
- SEO Content — Your voice makes content engaging
- Newsletter — Your voice builds audience connection
- Email Sequences — Your voice builds trust
Common Pitfalls
Inconsistency — Your voice changes across channels.
Too Generic — Your voice sounds like everyone else.
Inauthentic — Your voice doesn't match your actual brand.
Unclear Guidelines — Your team doesn't understand the voice.
Next Steps
Once you've defined your Brand Voice, move to Skill 02: Positioning Angles to find your unique differentiation.
1---2name: brand-voice-53description: Define and establish your unique brand voice with personality dimensions, voice guidelines, and consistency frameworks. Use when creating brand guidelines, ensuring messaging consistency, or developing voice standards for your organization.4---5
6# Brand Voice Skill
7
8## Overview
9
10Brand Voice is the foundation of all marketing communication. It's how you sound, not what you say. This skill helps you define your unique voice and ensure consistency across all channels.
11
12**Keywords**: brand voice, tone, personality, messaging, consistency, brand guidelines, communication style, brand identity
13
14## Core Methodology
15
16Your brand voice has four dimensions:
17
181. **Personality Archetype** — The character type your brand embodies
192. **Voice Dimensions** — Specific traits that define how you communicate
203. **Tone Variations** — How your voice adapts to different contexts
214. **Voice Guidelines** — Rules for maintaining consistency
22
23## Personality Archetypes
24
25Choose the archetype that best fits your brand:
26
27- **The Sage** — Analytical, knowledgeable, truth-seeking (think TED Talks)
28- **The Hero** — Courageous, bold, inspiring (think Nike)
29- **The Lover** — Passionate, emotional, intimate (think Tiffany & Co.)
30- **The Creator** — Innovative, imaginative, expressive (think Apple)
31- **The Innocent** — Optimistic, cheerful, simple (think Coca-Cola)
32- **The Everyman** — Relatable, friendly, down-to-earth (think Target)
33- **The Caregiver** — Compassionate, supportive, helpful (think Dove)
34- **The Ruler** — Authoritative, commanding, organized (think IBM)
35- **The Magician** — Transformative, mysterious, powerful (think Tesla)
36- **The Outlaw** — Rebellious, disruptive, provocative (think Red Bull)
37
38## Voice Dimensions
39
40Define your voice across these dimensions:
41
42**Formality**: Formal ↔ Casual
43**Optimism**: Pessimistic ↔ Optimistic
44**Humor**: Serious ↔ Humorous
45**Confidence**: Uncertain ↔ Confident
46**Sophistication**: Simple ↔ Complex
47**Warmth**: Cold ↔ Warm
48**Energy**: Calm ↔ Energetic
49**Directness**: Indirect ↔ Direct
50
51## Tone Variations
52
53Your voice stays consistent, but your tone adapts:
54
55- **Educational Content** — Informative, clear, authoritative
56- **Sales/Promotional** — Persuasive, compelling, benefit-focused
57- **Customer Support** — Empathetic, helpful, patient
58- **Social Media** — Conversational, engaging, personality-driven
59- **Crisis Communication** — Transparent, accountable, reassuring
60
61## Voice Guidelines Framework
62
63Create your voice guidelines document with:
64
651. **Archetype** — Your personality type
662. **Voice Dimensions** — Your specific traits
673. **Do's** — What to always do
684. **Don'ts** — What to never do
695. **Examples** — Good and bad examples
706. **Tone Variations** — How to adapt by context
717. **Word Choices** — Preferred and avoided words
728. **Sentence Structure** — How you construct sentences
73
74## How to Use This Skill
75
761. **Identify Your Archetype** — Which personality type fits your brand?
772. **Define Your Dimensions** — Where do you fall on each dimension?
783. **Create Your Guidelines** — Document your voice rules
794. **Test for Consistency** — Review existing content against guidelines
805. **Train Your Team** — Share guidelines with everyone creating content
81
82## Integration with Other Skills
83
84Brand Voice is the foundation for:
85- **Positioning Angles** — Your voice delivers your positioning
86- **Direct Response Copy** — Your voice makes copy persuasive
87- **SEO Content** — Your voice makes content engaging
88- **Newsletter** — Your voice builds audience connection
89- **Email Sequences** — Your voice builds trust
90
91## Common Pitfalls
92
93**Inconsistency** — Your voice changes across channels.
94**Too Generic** — Your voice sounds like everyone else.
95**Inauthentic** — Your voice doesn't match your actual brand.
96**Unclear Guidelines** — Your team doesn't understand the voice.
97
98## Next Steps
99
100Once you've defined your Brand Voice, move to Skill 02: Positioning Angles to find your unique differentiation.
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