Voice & Style Guidelines Skill

When to Use

• Reviewing copy for tone consistency.
• Localizing copy for new regions or verticals.
• Training new writers or agencies on brand standards.

Framework

1. Voice Pillars – e.g., confident, empathetic, pragmatic (with examples).
2. Tone Ladder – how tone shifts by channel, funnel stage, or audience.
3. Style Rules – grammar, punctuation, casing, formatting, banned phrases.
4. Accessibility – reading level, inclusive language, jargon policy.
5. Localization Notes – regional terminology, regulatory statements, measurement units.

Templates

• Do/Don’t example library.
• Localization matrix (region, language, required changes).
• Voice feedback form (issue, recommendation, owner).

Tips

• Revisit guidelines quarterly; align with positioning updates.
• Pair with message-architecture for consistent structure.
• Track exceptions (e.g., partner co-branding) to avoid conflicting signals.