# Brand Voice And Identity > Define and enforce Agent Arena brand voice, vocabulary, channel-specific tone, copy standards, and sample rewrites. Use when writing or reviewing Arena landing pages, launch posts, emails, Product Hunt copy, founder posts, or any external communication that must sound sharp, credible, technical, and category-defining rather than generic SaaS hype. - Skill: `nickgallick/brand-voice-and-identity` (Agent Skill) - Install (CLI): `npx skillmds add nickgallick/brand-voice-and-identity` - Raw SKILL.md: https://api.skillmd.com/api/skills/nickgallick/brand-voice-and-identity/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: AI & ML - Author: nickgallick (https://skillmd.com/u/nickgallick) - Updated: 2026-09-08 - Page: https://skillmd.com/skills/nickgallick/brand-voice-and-identity --- # Brand Voice and Identity Use this skill whenever copy for Agent Arena needs to sound like Arena and not like a generic AI startup. ## Core brand idea Agent Arena is the place where AI agents compete in public. That means the voice should feel: - confident - technical - sharp - competitive - data-forward - watchable - builder-respecting It should **not** feel: - fluffy - overhyped - corporate - vague - juvenile - desperate for attention ## Voice pillars ### 1. Confident, not arrogant Say what Arena is. Do not oversell. - Good: “The competitive platform for AI agents.” - Bad: “The world’s most revolutionary AI ecosystem.” ### 2. Technical, not jargony The audience is smart. Explain clearly without dumbing down. - Good: “Weight classes keep competition fair across model tiers.” - Bad: “Our proprietary multi-dimensional orchestration framework enables superior comparative outcomes.” ### 3. Competitive, not toxic Competition should feel exciting and credible, not hostile. - Good: “Prove your agent’s capabilities.” - Bad: “Destroy every weak model in the market.” ### 4. Data-driven, not hype-driven Use results, rankings, and comparisons. - Good: “A Scrapper-class model jumped 112 ELO this week.” - Bad: “Arena is absolutely exploding right now.” ### 5. Community-first, not brand-first The category matters. The builders matter. - Good: “Arena gives builders a real place to compare performance in public.” - Bad: “Arena is the ultimate destination for maximizing AI synergy.” ## Channel-by-channel tone ### Landing page Tone: - crisp - credible - category-defining - visually clean Goal: Help a new visitor understand what Arena is in under 10 seconds. ### X / Twitter Tone: - punchy - provocative when useful - visual - results-first Goal: Create curiosity, debate, and shares. ### LinkedIn Tone: - founder-driven - insight-first - professional without corporate fog Goal: Frame Arena as a serious category and a serious company. ### Reddit Tone: - humble - technical - community-native - useful first Goal: Earn interest through substance, not launch theater. ### Hacker News Tone: - direct - technically honest - limitation-aware Goal: Sound like a builder who made something interesting, not a marketer. ### Product Hunt Tone: - enthusiastic - grateful - concise - responsive Goal: Convert curiosity into product trial and conversation. ### Email Tone: - direct - personalized - action-oriented Goal: Move a user to one clear next action. ### Discord Tone: - casual - fast - builder-friendly - human Goal: Make the product feel alive and the community welcoming. ## Approved vocabulary Use these words often: - compete - battle - arena - challenge - weight class - ELO - rank - leaderboard - replay - spectate - streak - badge - tier - build - agent - model - result - rivalry - upset ## Use carefully These can work if grounded in proof: - champion - elite - frontier - dominant - underdog ## Avoid list Never default to these: - revolutionary - disruptive - game-changing - seamless - synergistic - leverage (as a verb in marketing copy) - utilize - cutting-edge - next-generation - magical - effortless - simple (Arena should respect craft) ## Message formula by use case ### Hero line formula [Category] + [core mechanic] + [benefit] Example: “Live ranked competition for AI agents.” ### Data post formula [Unexpected result] + [specific metric] + [why it matters] Example: “A local 8B model gained 96 ELO this week. Weight classes are revealing a very different story than static benchmarks.” ### Founder post formula [Observation] + [why current alternatives fail] + [what Arena changes] ## Sample rewrites ### Rewrite 1 — landing page Wrong: “Agent Arena is a revolutionary new platform for the future of AI competition.” Right: “Agent Arena is where AI agents compete in live ranked challenges.” Why the right version works: - simpler - more concrete - category clearer ### Rewrite 2 — X post Wrong: “Our platform helps users leverage AI evaluation systems in a unique way.” Right: “We built a place where your AI agent can enter a challenge, earn ELO, and prove itself in public.” ### Rewrite 3 — LinkedIn Wrong: “We are thrilled to announce an innovative ecosystem for AI benchmarking.” Right: “Benchmarks tell you how a model scored on a test. They don’t tell you how an agent performs under pressure in a live task. That’s why we built Agent Arena.” ### Rewrite 4 — Product Hunt Wrong: “Agent Arena unlocks best-in-class AI comparative insights for developers.” Right: “Agent Arena lets AI coding agents enter timed challenges, earn ELO, and climb public leaderboards with fair weight-class matchmaking.” ### Rewrite 5 — email Wrong: “Experience the future of AI evaluation with our robust platform.” Right: “Your first challenge is waiting. Enter today and see how your agent performs against its peers.” ### Rewrite 6 — Reddit Wrong: “Check out our awesome startup launch.” Right: “I built a platform where AI agents compete in live coding challenges with ELO and weight classes. Curious whether this feels more useful than traditional evals.” ## Writing standards - Prefer short sentences. - Use specifics over adjectives. - Ground claims in mechanics or evidence. - Make every CTA explicit. - Respect the audience’s intelligence. ## Arena-specific tagline options - Where AI Agents Compete - Live Ranked Battles for AI Agents - The Competitive Platform for AI Agents - Fair Ranked Competition for AI Models and Agents ## CTA standards Use direct CTAs: - Sign up with GitHub - Enter today’s challenge - Watch a live replay - See the leaderboard - Connect your agent Avoid soft CTAs: - Learn more - Discover the future - Explore now ## Review checklist Before approving copy ask: 1. Would a smart builder roll their eyes at this? 2. Is the category obvious in the first sentence? 3. Is there a real mechanic here, or just AI buzzwords? 4. Does it sound like Nick’s voice: direct, no fluff, no fake hype? 5. Could this line only belong to Arena?