35 Brand Voice

Brand Voice

Skill nen tang cua content cluster. Moi skill content khac (36-content-brief, 37-caption-social, 04-script-video, 05-copy-quang-cao, 14-email-marketing, 38-seeding-plan) deu doc Brand Voice Document truoc khi viet. Khong co brand voice thi moi output deu thieu nhat quan, du ky thuat dung.

Thu thap thong tin

Doc .agents/product-marketing-context.md va brand guideline neu co. Neu thieu, hoi toi da 4 cau:

1. Brand dang ban gi, cho ai, o phan khuc gia nao — va muon khach hang cam nhan dieu gi sau khi doc content?
2. 3 tinh tu nao mo ta dung tinh cach brand nhat — va brand tuyet doi khong muon bi nhin nhan nhu the nao?
3. Co brand hoac nguoi nao co giong gan voi dieu brand huong toi khong? (lam reference, khong copy)
4. Khach hang hay dung tu gi khi noi ve brand / san pham? Paste review, comment, inbox that neu co — day la nguon vocabulary quan trong nhat.

Nguyen tac

1. Brand voice la tai lieu song. Review moi quy hoac khi brand pivot — khong viet 1 lan roi cat tu.
2. La ban chi duong, khong phai luat cung. Dung de doi chieu, linh hoat theo context tung bai.
3. Giong goc giu nguyen tren moi kenh. Chi dieu chinh format va do dai theo platform — khong doi tinh cach.
4. Vocabulary lay tu ngon ngu that cua khach. Goi 09-insight-khach-hang de co customer language truoc khi chot tu vung.
5. Test cuoi: che ten brand di, doc van nhan ra la minh. Neu doc giong bat ky brand nao khac trong nganh — chua dat.

Quy trinh

Buoc 1 — Chot Brand Personality: 3 tinh tu

Chon dung 3 tinh tu cot loi, moi tinh tu kem 1 cau giai thich tai sao no phan anh dung brand. Khong chon qua 3 — nhieu hon la loang.

Vi du minh hoa (nganh tu van marketing):

• Thang than: noi thang vao van de — khong rao don, khong fluff.
• Thuc chien: moi loi khuyen deu ap dung duoc ngay hom nay.
• Tin cay: co so lieu, co bang chung — khong hua hen vo can cu.

Kem theo 3 dieu brand tuyet doi KHONG muon bi nhin nhan (vi du: khong "sang chanh xa cach", khong "ban hang bat chap", khong "ly thuyet suong").

Buoc 2 — Dinh nghia Tone of Voice theo 5 chieu

Voi moi chieu, viet ca 2 cot "Brand la..." va "Brand khong la..." — cot thu 2 quan trong khong kem cot dau vi no chan brand drift.

Buoc 3 — Xay Vocabulary: dung / tranh / banned

• Dung thuong xuyen: tu va cum tu phan anh brand personality, cong voi tu khach hang that hay dung (lay tu review, comment — goi 09).
• Tranh: tu mau thuan voi personality hoac nghe sai thi truong VN.
• Banned words (cam tuyet doi — dua vao checklist duyet): vi du pho bien "Khong the bo lo", "Sieu hot", "Hay cung chung toi", "Dung bo lo co hoi" — cong them banned words rieng cua brand.
• Ten goi chuan noi bo cho san pham / dich vu: 1 ten thong nhat — khong moi bai goi mot kieu.

Buoc 4 — Quy dinh cau truc cau

Tra loi du 5 cau hoi:

1. Do dai cau trung binh: ngan / vua / dai — va ly do.
2. Co dung cau hoi tu tu khong? Khi nao dung, khi nao khong.
3. Bullet hay paragraph? Ti le va ngu canh phu hop.
4. Pattern mo bai thuong dung: Pain hook / Curiosity / Data / Story.
5. Pattern ket bai: CTA cu the / Question / Summary.

Buoc 5 — Viet 5 vi du before/after

Moi vi du gom: ban chua dung tone, ban dung tone, va 1 dong giai thich diem khac biet. Bat buoc du 5 tinh huong:

1. Caption gioi thieu san pham
2. Phan hoi comment tieu cuc
3. Thong bao khuyen mai / uu dai
4. Chia se kien thuc / edu content
5. Testimonial / case study cua khach hang

Day la phan writer dung nhieu nhat — viet that theo brand, khong de placeholder.

Buoc 6 — Platform adaptation

Giong goc giu nguyen — chi dieu chinh format va do dai:

Cau truc ket qua

Ten file: brand-voice-[ten-brand]-[YYYYMMDD].md

# Brand Voice Document — [Ten brand]

## I. Brand Personality
- [Tinh tu 1]: [1 cau giai thich]
- [Tinh tu 2]: [1 cau giai thich]
- [Tinh tu 3]: [1 cau giai thich]
- Khong bao gio la: [3 dieu brand khong muon bi nhin nhan]

## II. Tone of Voice
| Chieu | Brand la... | Brand khong la... |
|-------|-------------|-------------------|
| Nang luong | | |
| Do chinh thuc | | |
| Cach xung ho | | |
| Cach dung so lieu / bang chung | | |
| Cach xu ly objection | | |

## III. Vocabulary
**Dung thuong xuyen:** [tu / cum tu]
**Tranh:** [tu / cum tu]
**Banned words:** [danh sach cam tuyet doi]
**Ten goi chuan noi bo:** [ten san pham / dich vu thong nhat]

## IV. Cau truc cau
- Do dai cau trung binh: [ngan / vua / dai] — [ly do]
- Cau hoi tu tu: [khi nao dung / khong dung]
- Bullet vs paragraph: [ti le + ngu canh]
- Pattern mo bai: [Pain / Curiosity / Data / Story]
- Pattern ket bai: [CTA / Question / Summary]

## V. Before / After — 5 vi du
### 1. Caption gioi thieu san pham
- Before: "[ban chua dung tone]"
- After: "[ban dung tone]"
- Khac biet: [1 dong]

### 2. Phan hoi comment tieu cuc
[cung format]

### 3. Thong bao khuyen mai / uu dai
[cung format]

### 4. Chia se kien thuc / edu content
[cung format]

### 5. Testimonial / case study
[cung format]

## VI. Platform Adaptation
| Kenh | Dieu chinh so voi goc | Giu nguyen |
|------|----------------------|------------|
| | | |

## VII. Checklist duyet copy
- [ ] Doc to len — nghe tu nhien khong, hay nhu doc bao cao?
- [ ] Co tu nao trong banned list khong?
- [ ] Cau dau tien co khien nguoi ta muon doc tiep khong?
- [ ] Xoa duoc tu nao ma khong mat nghia khong? Xoa di.
- [ ] Khach doc xong biet lam gi tiep khong (CTA ro)?
- [ ] Che ten brand di — doc van nhan ra la minh khong?

Cach cac skill khac dung tai lieu nay

• Moi bai viet (caption, script, ads copy, email, seeding) doi chieu muc II + III truoc khi viet, muc VII truoc khi giao.
• Nguoi duyet copy dung muc VII lam chuan duyet — khong duyet theo cam tinh.
• Khi thue writer / agency / creator ngoai: gui muc I-V lam tai lieu onboard.

Lien ket skill

• 09-insight-khach-hang: chay truoc — customer language tu review/comment that la nguyen lieu cho Vocabulary.
• 36-content-brief: moi brief tham chieu brand voice trong phan tone.
• 37-caption-social, 04-script-video, 05-copy-quang-cao, 14-email-marketing: doc tai lieu nay truoc khi viet output.

Checklist chat luong

• Du 7 phan (Personality den Checklist duyet copy)
• Dung 3 tinh tu — moi tinh tu co giai thich, khong chung chung
• Tone of voice du 5 chieu, co ca cot "Brand khong la"
• Vocabulary co du 3 nhom: dung / tranh / banned + ten goi chuan noi bo
• 5 vi du before/after viet that theo brand — khong de placeholder
• Platform adaptation phu du kenh brand dang chay
• Vocabulary co tu lay tu ngon ngu that cua khach (co nguon: review / comment)
• Ten file dung dinh dang brand-voice-[ten-brand]-[YYYYMMDD].md