rediumvex Market Brand — Voice, Tone, and Archetype
Analyze how a brand communicates across every touchpoint and produce a usable voice guide that a new copywriter could pick up and write on-brand within an hour.
Source material (in priority order)
- Homepage — the most curated representation
- About page — how they describe themselves
- Product / pricing pages — how they sell
- Blog (3–5 recent posts) — extended voice
- Social profiles — conversational voice
- Error / empty states / microcopy — unguarded voice
- Email or newsletter if accessible
- Job postings — internal culture signal
Use scripts/analyze_page.py to pull raw text from each page.
The 4 Voice Dimensions (score each 1–10)
Formal ↔ Casual
Signals: contractions, sentence length, "we/you" vs "the company/one", greetings, slang.
Serious ↔ Playful
Signals: exclamation marks, emoji, puns, metaphors, error message style, self-deprecation.
Technical ↔ Simple
Signals: jargon density, acronym explanation, detail depth, assumed expertise.
Reserved ↔ Bold
Signals: hedged claims ("may help") vs direct claims ("guaranteed"), opinionated stances, competitor mentions.
Every score needs 3 quoted examples from the source material — no score without evidence.
Voice map (ASCII visualization)
Formal |----------[●]-----------| Casual (6/10)
Serious |-------[●]--------------| Playful (4/10)
Technical |-----------------[●]----| Simple (7/10)
Reserved |--------------[●]-------| Bold (6/10)
Archetype Detection (Jung's 12, collapsed to 12 for brand use)
Map the brand to 1 primary and optionally 1 secondary archetype:
| Archetype | Driver | Voice cue |
|---|---|---|
| Sage | Wisdom, truth | Educational, cited, measured |
| Innocent | Simplicity, optimism | Warm, direct, positive |
| Explorer | Freedom, discovery | Adventurous, independent |
| Hero | Mastery, courage | Bold, challenge-oriented |
| Outlaw | Disruption | Provocative, anti-establishment |
| Magician | Transformation | Visionary, "imagine if" |
| Regular Guy/Gal | Belonging | Plain-spoken, relatable |
| Lover | Intimacy, beauty | Sensual, emotional, curated |
| Jester | Joy, play | Witty, irreverent, memeable |
| Caregiver | Service, protection | Nurturing, supportive |
| Creator | Craft, imagination | Artisan, detail-loving |
| Ruler | Control, quality | Authoritative, premium |
Give the archetype score with evidence. Many brands blend two — e.g., Notion is Creator + Sage; Liquid Death is Outlaw + Jester.
Tone by Context
Voice is consistent; tone shifts. Map how the brand should sound in each context:
| Context | Tone | Example (quoted or drafted) |
|---|---|---|
| Homepage hero | ||
| Product description | ||
| Blog post | ||
| Social post | ||
| Error / 404 | ||
| Email subject | ||
| CTA button | ||
| Support reply |
Vocabulary
Signature words (15–20)
Words the brand uses repeatedly, grouped by action verbs, descriptive adjectives, value words, industry terms.
Words to avoid
Off-brand words, clichés, competitor terminology.
Signature phrases
Taglines, recurring openers, linguistic patterns (e.g., "always starts with a verb").
Do / Don't Chart
| DO | DON'T |
|---|---|
| Use contractions | Use legalese |
| Lead with the benefit | Lead with the feature |
| Address the reader as "you" | Refer to "users" or "customers" |
| Be specific with numbers | Say "world-class" or "best-in-class" |
Consistency Audit
For each channel, rate Consistent / Mostly / Inconsistent with a one-line note. Identify the top 1–2 divergences (e.g., "homepage is bold and confident, but support emails are formal and hedged — this erodes trust").
8 Copy Samples
Generate these so writers have references:
- Homepage H1
- Product one-liner
- Feature description (100 words)
- Blog post intro (50 words)
- Social post (platform-appropriate)
- Email subject line (3 variants)
- CTA button (primary + secondary)
- Error message / empty state
Output: BRAND-VOICE.md
# Brand Voice — [Brand]
**Analyzed:** [YYYY-MM-DD] | **Sources:** [list]
## Voice Summary
[2–3 sentences: archetype, dimensions, what makes this voice distinct.]
## Voice Dimensions
### Formal ↔ Casual: X/10
Evidence:
> "quoted example 1"
> "quoted example 2"
... repeat for all 4 dimensions ...
### Voice Map
[ASCII visualization]
## Archetype
**Primary:** [name] — [why, with evidence]
**Secondary:** [name] — [why]
**Fit:** [Strong / Moderate / Weak]
## Tone by Context
[Table]
## Vocabulary
### Signature words
### Avoid
### Signature phrases
## Do / Don't Chart
[Table]
## Copy Samples
[8 examples]
## Consistency Audit
[Channel-by-channel + overall score]
## Recommendations
### This week
### This quarter
Quality Bar
- Voice is diagnosed, not invented. Don't tell the brand who they should be — tell them who they already are and where they're inconsistent.
- Every dimension score and archetype choice needs quoted evidence.
- The 8 copy samples must sound like the brand, not like generic marketing. Write them after the analysis, not before.