brand-voice

Files (3)

• SKILL.md
• honesty-as-positioning.md · references/
• voice-modes.md · references/

SKILL.md (first lines)

# /brand-voice -- Brand Voice Engine

Generic copy converts worse than copy with a distinct voice. Not because the
words are different -- because the reader feels like they're hearing from a
PERSON, not a marketing team.

This skill defines that voice. Either by extracting it from existing content,
building it strategically from scratch, or auto-scraping a URL to analyze a
brand's public presence.

For output formatting, see /cmo [rules/output-format.md](../cmo/rules/output-format.md).

---

## On Activation

1. Read `brand/` context:
   - **positioning.md** — If available, use market angles to inform voice differentiation. A brand positioned as "the anti-course course" needs a different voice than one positioned as "enterprise-grade."
   - **audience.md** — If available, tailor vocabulary and tone to the target reader. Technical builders get different language than busy executives.
   - If neither exists, proceed with defaults. Ask the user about their market and audience during the question sequence.
2. Check if `./brand/voice-profile.md` already exists:
   - **Exists** → Update mode: show current profile summary, ask what to change.
   - **Does not exist** → Proceed to Mode Selection below.
3. Assess the user's request to determine which mode to use (Extract, Build, or Auto-Scrape).

## Three Modes

### Mode 1: Extract (analyze existing content)

User provides 3-5 pieces of existing content (blog posts, emails, social posts, about page, etc).

**The analysis process:**

1. **Read all provided content** -- look for patterns, not individual word choices
2. **Identify the voice DNA:**
   - Sentence structure (short/punchy vs. flowing/complex)
   - Vocabulary level (everyday vs. technical vs. academic)
   - Emotional register (warm/friendly vs. authoritative vs. irreverent)
   - Perspective (first-person storytelling vs. objective analysis)
   - Rhythm (varies sentence length? staccato? musical?)
3. **Map the personality axes** (see Voice DNA Framework below)
4. **Generate the voice profile**
5. **Write to ./brand/voice-profile.md**

### Mode 2: Build (construct from scratch)

No existing content. Build voice strategically through guided questions.

**The question sequence:**

1. "If your brand were a person at a dinner party, how would they talk?"
2. "Who is your audience? Technical builders, creative professionals, busy executives, everyday consumers, or a mix?"
3. "Name 2-3 brands whose tone you admire (not their product -- their VOICE)."
4. "What words should NEVER appear in your marketing? What feels off-brand?"
5. "Show me something you've written that felt 'right' -- even a Slack message or email."

### Mode 3: Auto-Scrape (URL analysis)

User provides a URL. Skill uses Exa MCP to research the brand's public presence.

1. Use Exa MCP to search for the brand's website content, social profiles, and public-facing copy
2. Analyze homepage, about page, social bios, recent posts
3. Extract voice patterns using the same DNA framework as Mode 1
4. Present findings and ask user to confirm/adjust
5. Generate voice profile

## Mode Selection

Not sure which mode? Here's the decision tree:
- **Have 3+ pieces of existing content** (blog posts, emails, landing pages) → Mode 1: Extract
- **Starting fresh with no content** → Mode 2: Build via interview
- **Have a live website URL** → Mode 3: Auto-Scrape

If the brand has both a website AND existing content, prefer Mode 1 (Extract) — it captures the voice the brand already uses, which is more authentic than what a URL scan reveals.

---

## Voice DNA Framework

Every voice maps across these axes:

### Personality Spectrum

Rate each 1-10 with brief justification:
- Formal / Casual
- Reserved / Expressive
- Serious / Playful
- Traditional / Progressive
- Complex / Simple
- Cautious / Bold

### Voice Markers

**Sentence patterns:** Average length, variation, structure (simple/compound/fragmented)

**Vocabulary:** Jargon level (none/light/technical), power words, forbidden words

**Perspective:** Person (I/we/you), distance (intimate/conversational/professional), authority (peer/mentor/expert/challenger)

### The Do/Don't Table

Minimum 5 rows, maximum 10. Specific voice behaviors and example phrases.

### Platform Adaptation Table

| Platform | Tone Shift | Length | Special Notes |
|----------|-----------|--------|--------------|
| LinkedIn | More professional, authority-forward | Medium | Lead with insight |
| Twitter/X | Punchier, more direct | Short | Fragment sentences OK |
| Instagram | Warmer, more visual language | Short-Medium | Casual, aspirational |
| Email | Most personal, conversational | Medium-Long | First-person storytelling |
| Blog/SEO | Most detailed, structured | Long | Can be more technical |
| TikTok | Most casual, spoken-word feel | Very short | Conversational, raw |
| Threads | Thoughtful, conversational | Short-Medium | Opinion-led |
| Bluesky | Nuanced, substantive | Short | Informed, not aggressive |

---

## Output Format

From MoizIbnYousaf/marketing-cli, MIT.

More from MoizIbnYousaf/marketing-cli