Brand Voice & Tone Guide Generator

When to use this skill

User asks to create brand voice guidelines
User needs tone documentation
User wants writing style consistency
User mentions brand personality
User needs messaging pillars

Workflow

Instructions

Step 1: Brand Personality Discovery

Brand personality questionnaire:

Question	Purpose
If your brand were a person, how would you describe them?	Core personality
What 3 adjectives describe your brand?	Voice attributes
What adjectives do NOT describe your brand?	Voice boundaries
What brands do you admire (any industry)?	Tone inspiration
What brands feel opposite to yours?	Differentiation
How should customers feel after reading your content?	Emotional goal

Personality archetype mapping:

Archetype	Traits	Voice Style	Example Brands
The Hero	Bold, confident, empowering	Action-oriented, direct	Nike, FedEx
The Sage	Wise, knowledgeable, trusted	Educational, authoritative	Google, BBC
The Creator	Innovative, imaginative, expressive	Inspiring, visionary	Apple, LEGO
The Caregiver	Nurturing, supportive, warm	Empathetic, reassuring	Johnson & Johnson
The Explorer	Adventurous, independent, pioneering	Exciting, authentic	Patagonia, Jeep
The Rebel	Disruptive, bold, provocative	Edgy, unconventional	Harley-Davidson
The Jester	Playful, fun, irreverent	Witty, casual	Old Spice, M&Ms
The Everyman	Relatable, honest, friendly	Conversational, inclusive	IKEA, Target

Step 2: Voice Dimensions

Define your voice on each spectrum:

## Voice Dimensions

Rate your brand on each scale (1-5):

### Formal ←→ Casual

1 = Corporate, traditional, third-person
5 = Conversational, first-person, contractions

**Our position:** [1-5]
**Rationale:** [Why this fits your brand]

### Serious ←→ Playful

1 = Straightforward, no humor
5 = Witty, jokes, puns welcome

**Our position:** [1-5]
**Rationale:** [Why this fits your brand]

### Reserved ←→ Enthusiastic

1 = Understated, measured
5 = Exclamation points, emphatic language

**Our position:** [1-5]
**Rationale:** [Why this fits your brand]

### Technical ←→ Simple

1 = Industry jargon, expert-level
5 = Plain language, accessible

**Our position:** [1-5]
**Rationale:** [Why this fits your brand]

### Respectful ←→ Irreverent

1 = Polite, traditional
5 = Challenges norms, provocative

**Our position:** [1-5]
**Rationale:** [Why this fits your brand]

Step 3: Core Voice Attributes

Voice attribute template:

## Our Brand Voice

### Attribute 1: [Adjective]

**What this means:**
[Definition in your brand's context]

**How it sounds:**

- [Characteristic 1]
- [Characteristic 2]
- [Characteristic 3]

**Example:**
✅ "[Example sentence that embodies this attribute]"
❌ "[Example that violates this attribute]"

---

### Attribute 2: [Adjective]

[Repeat format]

---

### Attribute 3: [Adjective]

[Repeat format]

Example voice attributes:

Attribute	Means	Sounds Like
Confident	We know our stuff, no hedging	"This works." not "This might work."
Approachable	Friendly, not corporate	"Hey there" not "Dear valued customer"
Clear	Simple words, short sentences	"Sign up free" not "Complete registration"
Helpful	Focused on user benefit	"Save 2 hours" not "Advanced automation"

Step 4: Tone Variations

Tone adapts to context while voice stays consistent:

## Tone by Context

### Marketing/Sales Content

**Tone:** Enthusiastic, benefit-focused
**Energy level:** High
**Example:** "Ready to 10x your productivity? Let's go!"

### Support/Help Content

**Tone:** Calm, reassuring, patient
**Energy level:** Medium
**Example:** "No worries—here's how to fix that in two steps."

### Error Messages

**Tone:** Empathetic, solution-oriented
**Energy level:** Low
**Example:** "Something went wrong. Let's try again."

### Legal/Compliance

**Tone:** Clear, direct, professional
**Energy level:** Neutral
**Example:** "Your data is protected under our privacy policy."

### Social Media

**Tone:** Conversational, reactive, current
**Energy level:** High
**Example:** "That Friday feeling hits different when your inbox is at zero 📭"

### Email Newsletters

**Tone:** Personal, valuable, respectful
**Energy level:** Medium
**Example:** "Here's what we've been working on (you're going to love it)."

Tone matrix:

Situation	Emotion	Tone Adjustment
Good news	Excited	More enthusiasm, celebratory
Bad news	Concerned	Empathetic, solution-focused
Onboarding	Welcoming	Warm, encouraging
Upselling	Helpful	Value-focused, no pressure
Win-back	Understanding	No guilt, focus on value
Complaint	Caring	Apologetic, action-oriented

Step 5: Vocabulary Guidelines

Words to use:

## Our Vocabulary

### Words We Love

| Word   | Why                       |
| ------ | ------------------------- |
| [Word] | [Aligns with brand value] |
| [Word] | [Creates desired emotion] |
| [Word] | [Differentiates us]       |

### Industry Terms We Use

| Term   | When to Use | Plain Alternative |
| ------ | ----------- | ----------------- |
| [Term] | [Context]   | [Simpler option]  |

### Branded Terms

| Our Term | Definition      | Usage Example |
| -------- | --------------- | ------------- |
| [Term]   | [What it means] | [Sentence]    |

Words to avoid:

## Words We Don't Use

### Banned Words

| Avoid         | Why              | Use Instead      |
| ------------- | ---------------- | ---------------- |
| Synergy       | Corporate jargon | Collaboration    |
| Leverage      | Overused         | Use, apply       |
| Revolutionary | Hyperbolic       | Better, improved |
| Seamless      | Meaningless      | Smooth, easy     |
| Best-in-class | Unsubstantiated  | Specific claim   |

### Competitor Terms

| Avoid  | Reason                       |
| ------ | ---------------------------- |
| [Term] | Associated with [Competitor] |

### Exclusionary Language

| Avoid        | Use Instead           |
| ------------ | --------------------- |
| Guys         | Everyone, team, folks |
| Man-hours    | Work hours            |
| Whitelist    | Allowlist             |
| Master/slave | Primary/secondary     |

Step 6: Grammar & Style Rules

## Writing Style

### Punctuation

- **Oxford comma:** [Yes/No]
- **Exclamation points:** [Sparingly/Freely/Never]
- **Emojis:** [When appropriate/Social only/Never]
- **Ellipses:** [Avoid/Occasionally]

### Capitalization

- **Headlines:** [Title Case/Sentence case]
- **CTAs:** [Title Case/Sentence case]
- **Product names:** [Always capitalize]
- **Features:** [Lowercase unless trademarked]

### Numbers

- **Spell out:** Numbers one through nine
- **Use numerals:** 10 and above
- **Percentages:** 25% (numeral + symbol)
- **Money:** $10 (symbol + numeral)

### Formatting

- **Contractions:** [Yes/No]
- **First person:** [We/I/Our team]
- **Second person:** [You, always]
- **Sentence length:** [Max words, aim for variety]

Step 7: Do's and Don'ts Examples

Side-by-side comparisons:

## Voice Examples

### Headlines

✅ **Do:** "Build better products, faster"
❌ **Don't:** "Revolutionary AI-Powered Solution for Enterprise Product Development"

**Why:** Short, benefit-focused, no jargon.

---

### CTAs

✅ **Do:** "Start free trial"
❌ **Don't:** "Click here to begin your complimentary trial period"

**Why:** Action-oriented, concise, value clear.

---

### Error Messages

✅ **Do:** "Couldn't save. Check your connection and try again."
❌ **Don't:** "Error 503: Service temporarily unavailable"

**Why:** Human language, solution included.

---

### Social Posts

✅ **Do:** "Your Monday just got 10x better. New feature drop 👇"
❌ **Don't:** "We are pleased to announce the release of our new feature"

**Why:** Conversational, exciting, direct.

---

### Support Responses

✅ **Do:** "Great question! Here's how to do that..."
❌ **Don't:** "Thank you for contacting our support team. Your query has been received."

**Why:** Warm, immediate help, no fluff.

Step 8: Messaging Pillars

## Messaging Framework

### Core Value Proposition

[One sentence that captures your primary value]

### Tagline/Slogan

[Short, memorable phrase]

### Messaging Pillars

#### Pillar 1: [Theme]

**Key message:** [Core claim]
**Supporting points:**

- [Proof point 1]
- [Proof point 2]
- [Proof point 3]
  **Proof:** [Evidence, stats, testimonials]

#### Pillar 2: [Theme]

**Key message:** [Core claim]
**Supporting points:**

- [Proof point 1]
- [Proof point 2]
- [Proof point 3]
  **Proof:** [Evidence]

#### Pillar 3: [Theme]

**Key message:** [Core claim]
**Supporting points:**

- [Proof point 1]
- [Proof point 2]
- [Proof point 3]
  **Proof:** [Evidence]

### Elevator Pitches

**5 seconds:** [One line]
**30 seconds:** [Paragraph]
**2 minutes:** [Full pitch with pillars]

Step 9: Channel-Specific Guidelines

## Channel Guidelines

### Website

- Headline style: [Benefit-led/Feature-led]
- Paragraph length: [Max sentences]
- CTA style: [Examples]

### Email

- Subject line style: [Examples]
- Greeting: [Hi [Name]/Hey/Hello]
- Sign-off: [Thanks/Cheers/Best]

### Social Media

| Platform  | Tone Adjustment   | Character Focus | Emoji Use |
| --------- | ----------------- | --------------- | --------- |
| LinkedIn  | More professional | Value/insights  | Minimal   |
| Twitter/X | Punchy, reactive  | Engagement      | Moderate  |
| Instagram | Visual-first      | Lifestyle       | Heavy     |
| TikTok    | Casual, trendy    | Entertainment   | Heavy     |

### Ads

- Headline formula: [Pattern]
- CTA examples: [List]
- Character limits: [By platform]

Output Format

# [Brand Name] Voice & Tone Guide

## Quick Reference

- **Personality:** [3 adjectives]
- **Voice:** [Brief description]
- **Archetype:** [Primary archetype]

---

## Brand Personality

[Archetype and traits section]

---

## Voice Dimensions

[5-dimension scale with positions]

---

## Voice Attributes

[3-4 core attributes with examples]

---

## Tone by Context

[Context-specific tone guidance]

---

## Vocabulary

### Use These Words

[Table]

### Avoid These Words

[Table]

---

## Style Rules

[Grammar and formatting]

---

## Do's and Don'ts

[Side-by-side examples]

---

## Messaging Pillars

[Framework with pillars and proof points]

---

## Channel Guidelines

[Platform-specific guidance]

---

**Version:** [1.0]
**Last Updated:** [Date]
**Owner:** [Team/Person]

Validation

Before completing:

Personality traits are specific, not generic
Voice dimensions have clear positions
Each attribute has do/don't examples
Tone variations cover all content types
Vocabulary lists are actionable
Grammar rules are defined
Messaging pillars have proof points
Channel guidelines are specific

Error Handling

Brand not clearly defined: Start with personality questionnaire; ask about target audience and competitive positioning.
Voice too generic: Push for specific adjectives; use "not X but Y" format (e.g., "not formal, but professional").
No existing content: Create sample content in different tones for stakeholder feedback.
Conflicting input: Identify primary audience; prioritize voice for them.
Too many attributes: Limit to 3-4 core voice attributes; more becomes unmemorable.

Resources

Mailchimp Content Style Guide - Industry-leading voice guide
Shopify Voice & Tone - E-commerce voice example
NN/Group Voice & Tone - UX writing voice principles
Voice & Tone (Figma) - Design tool voice example

generating-brand-voice-guides