Brand Voice

Produce a voice guide: a compact, enforceable document that makes every future piece of copy sound like the same brand, whoever (or whatever) writes it. Voice is how the brand sounds; positioning is what it claims — keep them separate. The governing principle: a voice guide is only real if it changes sentences. Every rule in it must be concrete enough that you can point at a line of copy and say pass or fail.

When to use / when not to

• Use before writing copy at scale, when content across channels sounds inconsistent, or when the user asks for tone/voice/brand guidelines.
• If the user's actual problem is what to say — differentiation, the core claim — use skills/marketing/positioning-angles first; voice without positioning is a costume on an empty claim.
• If the user wants one specific page written, use skills/marketing/direct-response-copy (it consumes the voice guide; a lightweight voice sketch from its own intake is acceptable if no guide exists).
• Audit mode: if a voice guide already exists and the user says "our content drifted", skip to Step 6 and score existing content against the guide.

Intake

Ask in one batch, only for what's missing from context:

1. What do you sell and to whom? (If a positioning statement exists from skills/marketing/positioning-angles, use it — don't re-ask.)
2. Paste 2–3 samples of your current writing (site copy, emails, posts) — or share a URL.
3. Name 2–3 brands or writers whose voice you admire, and one you never want to sound like.
4. Any words your brand insists on or bans?