# Brand Voice > Analyse brand voice, tone, and content strategy from website text content. Extracts tone dimensions, voice characteristics, vocabulary patterns, CTA style, and language variant (AU/US/UK English). Use when analysing brand tone of voice, creating content guidelines from existing copy, or documenting brand communication style from scraped website text. Use when this capability is needed. - Skill: `tomevault-io/brand-voice-2` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds@latest add tomevault-io/brand-voice-2` - Raw SKILL.md: https://api.skillmd.com/api/skills/tomevault-io/brand-voice-2/raw - Safety review: pending (external: skill-scanner PASS, skillspector PASS) - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Coding & Dev Tools - Author: tomevault-io (https://skillmd.com/u/tomevault-io) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/tomevault-io/brand-voice-2 --- # Brand Voice & Tone Analysis This skill teaches Claude how to analyse brand voice and content strategy from scraped website text. The analysis produces a structured voice profile usable for content creation and brand guidelines. ## Analysis Framework ### Step 1: Content Collection Categorise all scraped text into: - **Headings** (h1–h6): Brand messaging hierarchy - **Body copy**: Communication style and complexity - **CTAs**: Action language patterns - **Navigation labels**: Information architecture language - **Form labels & placeholders**: Instructional tone - **Footer content**: Legal/formal register - **Error messages & empty states**: Empathy and helpfulness - **Microcopy**: Tooltips, badges, status text ### Step 2: Tone Dimension Analysis Rate each dimension on a 1–10 spectrum with evidence: | Dimension | Spectrum | What to Look For | |---|---|---| | **Formality** | Casual (1) ↔ Formal (10) | Contractions, slang, sentence structure, vocabulary level | | **Technical depth** | Accessible (1) ↔ Technical (10) | Jargon usage, assumed knowledge, explanation depth | | **Authority** | Friendly/peer (1) ↔ Authoritative/expert (10) | First person vs. third person, imperative vs. suggestive, credential signals | | **Urgency** | Calm/patient (1) ↔ Urgent/action-driven (10) | Time pressure language, scarcity signals, CTA directness | | **Warmth** | Neutral/corporate (1) ↔ Warm/personal (10) | Personal pronouns (you/your), conversational asides, emoji usage | | **Humour** | Serious (1) ↔ Playful (10) | Wordplay, informal language, unexpected phrasing | Each rating MUST include: - The numeric score - 1–2 specific evidence quotes (each under 14 words) - Justification for the score ### Step 3: Voice Characteristics Identify 3–5 defining voice traits. Each trait needs: - **Trait name** (adjective) - **Definition** (one sentence) - **Evidence** (specific quote from the site, under 14 words) - **Counter-example** (what this brand would NOT say) Example: ``` Trait: Confident Definition: States capabilities directly without hedging or qualifying. Evidence: "The fastest way to build financial infrastructure" Counter-example: Would NOT say "We think we might be able to help with..." ``` ### Step 4: Language Variant Detection Identify Australian, American, or British English: | Check | AU/UK | US | |---|---|---| | Spelling | colour, analyse, organisation, centre, licence (noun) | color, analyze, organization, center, license | | Date format | DD/MM/YYYY | MM/DD/YYYY | | Currency | AUD ($), GBP (£) first | USD ($) first | | Vocabulary | "whilst", "amongst", "programme" | "while", "among", "program" | Evidence must cite specific words found on the site. ### Step 5: CTA Pattern Analysis Collect all CTAs (button text, link text for actions) and analyse: - **Verb usage**: Start with verb? Which verbs? (Get, Start, Try, Learn, Explore, Build, Join) - **Personalisation**: "your" vs. generic ("Start your trial" vs. "Start trial") - **Length**: Word count pattern - **Urgency**: Time-limited language? ("Now", "Today", "Free") - **Specificity**: Vague ("Learn more") vs. specific ("See pricing plans") Document ≥3 CTA examples with pattern categorisation. ### Step 6: Content Guidelines Generation Produce at least 5 "do" and 5 "don't" guidelines. Each must be: - **Specific** (not "be clear" but "use sentences under 20 words for feature descriptions") - **Evidenced** (derived from actual patterns observed) - **Actionable** (a content writer can follow it immediately) Example: ``` DO: Lead CTAs with action verbs ("Start building", "Get started", "Explore features") DON'T: Use passive CTAs ("Click here", "Submit", "More info") Evidence: 8/10 observed CTAs begin with an active verb. ``` ## Output Format ```json { "tone_dimensions": [ { "dimension": "Formality", "score": 4, "spectrum": "casual ↔ formal", "evidence": ["Direct, conversational headings", "Uses contractions throughout"], "justification": "Consistent use of 'you' and contractions suggests accessible, peer-level tone" } ], "voice_characteristics": [ { "trait": "Confident", "definition": "States capabilities directly without hedging", "evidence": "The fastest way to build financial infrastructure", "counter_example": "We think we might be able to help" } ], "language_variant": { "detected": "American English", "confidence": "HIGH", "evidence": ["'color' spelling in UI", "'center' in layout text", "USD currency first"] }, "cta_patterns": [ { "text": "Start building", "category": "action-verb-lead", "verb": "Start", "personalised": false, "word_count": 2 } ], "content_guidelines": { "do": ["Lead CTAs with active verbs", "..."], "dont": ["Use passive CTA language", "..."] }, "vocabulary": { "preferred_terms": ["build", "scale", "infrastructure"], "avoided_terms": [], "industry_jargon": ["API", "SDK", "webhook"] } } ``` ## Validation Criteria (Gate 4 — Voice) - S-VOI-01: ≥4 tone dimensions rated with evidence - S-VOI-02: 3–5 voice traits defined with evidence under 14 words each - S-VOI-03: Language variant detected with evidence - S-VOI-04: ≥3 CTA examples documented with pattern analysis - S-VOI-05: ≥5 do's and ≥5 don'ts generated --- > Converted and distributed by [TomeVault](https://tomevault.io/claim/imehr) — claim your Tome and manage your conversions.