appunite-brand

name	appunite-brand
description	Transform content into Appunite's brand voice and style. Includes tone of voice guidelines, copy principles, visual identity specs, and content templates. Use when writing proposals, social media posts, emails, blog posts, presentations, or when validating content against brand guidelines.
license	MIT
metadata	{"version":"1.2.0","author":"Appunite","category":"brand","domain":"brand-voice","updated":"2026-02-04T00:00:00.000Z","tech-stack":"brand-guidelines, tone-of-voice, visual-identity, abcde-framework"}

Appunite Brand

To access Appunite's official brand identity and style resources, use this skill.

Keywords

appunite, brand voice, tone of voice, copy writing, proposal, social media, email, presentation, blog, technical writing, brand guidelines, content transformation, marketing content, brand consistency, professional communication

Quick-Action AI Prompts

Copy-paste these prompts to instantly transform or validate content.

Transform Any Content

Transform this content into Appunite's brand voice:

TONE TRAITS to apply:
- Bold: Take a clear stance, confident without being aggressive
- Authentic: Be honest about limitations, risks, and unknowns
- Respectful: Use clear, accessible language with light wit
- Enthusiastic: Show genuine energy without overhyping
- Distant: Maintain professional boundaries, not pushy

COPY PRINCIPLES to apply:
- Engaging: Lead with "what's in it for them"
- Relevant: Technology as tool, not focus
- Personalized: Make it context-specific
- Outcome-focused: Tie to business results
- Flexible: Present options, not ultimatums

REMOVE these anti-patterns:
- "We're excited to...", "best-in-class", "cutting-edge", "synergy"
- Excessive exclamation marks
- Generic statements without specifics
- Feature lists without business benefits

Content to transform:
[PASTE YOUR CONTENT HERE]

Validate Content (Brand Score)

Score this content against Appunite brand guidelines and provide specific improvements.

ABCDE COMMUNICATION CHECK (score each 1-10, minimum 6 per element):
- A — Attention: Does the opening earn the right to be heard in <2 seconds?
- B — Benefits: Does the audience immediately sense what's in it for them?
- C — Creativity: Is this a resourceful, unorthodox angle?
- D — Disruption: Does this break a predictable pattern with purpose?
- E — Emotions: What feeling does this create? Is it the right one?

TONE TRAITS (score each 1-10):
- Bold: Does it take a clear stance?
- Authentic: Is it honest about limitations?
- Respectful: Is language accessible, jargon-free?
- Enthusiastic: Factual energy without hype?
- Distant: Professional, not clingy or pushy?

COPY PRINCIPLES (score each 1-10):
- Engaging: Clear value for reader upfront?
- Relevant: Business outcome focused?
- Personalized: Context-specific, not generic?
- Outcome-focused: Tied to measurable results?
- Flexible: Options not ultimatums?

SCORING THRESHOLDS:
- ABCDE: Minimum 35/50 total, no element below 6. If any letter fails, content is NOT ready.
- Tone/Copy: Minimum 7/10 per trait.

For each score below threshold, provide a specific rewrite suggestion.

Content to validate:
[PASTE YOUR CONTENT HERE]

Quick Email Transform

Rewrite this email in Appunite voice:
- Subject: Specific and actionable, under 50 chars
- Opening: Skip pleasantries, start with purpose
- Body: Structured for scanning, bold key points
- Closing: Clear next step, simple sign-off
- Remove: "Hope you're well", "Just checking in", "Please don't hesitate"

Email to transform:
[PASTE YOUR EMAIL HERE]

Quick Social Post Transform

Transform this into an Appunite LinkedIn post using ABCDE framework:

ABCDE REQUIREMENTS (all 5 must be present):
- A — ATTENTION: First line must stop scrolling in <2 seconds (hook that earns the right to be heard)
- B — BENEFITS: Written from audience perspective. What changes for THEM?
- C — CREATIVITY: Unorthodox angle that cuts through noise despite constraints
- D — DISRUPTION: Break a predictable pattern or industry cliché with purpose
- E — EMOTIONS: Create a specific feeling. Lead with emotion, support with facts.

STRUCTURE:
- Hook (A): Provocative statement or question
- Development (B+C): Insight with audience benefit + creative angle
- Turn (D): Unexpected reframe or challenge to conventional wisdom
- Close (E): Emotional anchor + genuine question (not sales pitch)
- Format: Short paragraphs, 3-5 hashtags at end

If any ABCDE letter is missing, the content is not ready.

Content to transform:
[PASTE YOUR CONTENT HERE]

---

ABCDE Communication Framework

Every piece of external content must pass the ABCDE check. If any letter is missing, the content is not ready.

Letter	Principle	Question to Ask	If Missing
A	Attention	Does this earn the right to be heard in <2 seconds?	Add a surprising, concrete, or counterintuitive opening
B	Benefits	Does the audience immediately sense what's in it for them?	Reframe entirely from their perspective, not ours
C	Creativity	Is this a resourceful, unorthodox angle given the constraints?	Find the inventive approach that cuts through noise
D	Disruption	Does this break a predictable pattern with purpose?	Challenge one tired cliché or expected template
E	Emotions	What feeling does this create? Is it the right one?	Add a human detail, story, or retellable moment

ABCDE Scoring Guide

When validating content, score each element 1-10:

Score	A - Attention	B - Benefits	C - Creativity	D - Disruption	E - Emotions
10	Impossible to ignore	Immediate, clear audience value	Brilliant constraint leverage	Pattern-breaking with purpose	Exactly right feeling, memorable
7-9	Strong hook, most stop	Reader knows what they gain	Creative angle that stands out	Clear disruption serves message	Strong emotional impact
4-6	Decent, some will stop	Benefit present but not immediate	Some inventiveness	Minor pattern break	Some feeling, not fully landed
1-3	Predictable, easy to ignore	Self-serving or unclear	Obvious approach	Follows expected templates	Flat or wrong emotion

Minimum threshold: 35/50 total, no single element below 6.

The 60-Second ABCDE Check

Run this before sending ANY external content:

1. A: Is there a hook that earns the right to be heard?
2. B: Does the audience clearly win from this?
3. C: Am I using constraints intelligently?
4. D: Did I break predictability on purpose?
5. E: What emotion does this create? Why should they care?

If any letter is missing, the content is not ready.

---

Quick Start

For Content Transformation

1. Use a Quick-Action AI Prompt above (fastest method)
2. Or manually: Review references/tone_of_voice.md for 5 key traits
3. Apply transformation using references/copy_principles.md
4. Use appropriate template from references/templates/
5. Validate against brand checklist

For Brand Validation

1. Check content against 5 tone traits (Bold, Authentic, Respectful, Enthusiastic, Distant)
2. Verify copy principles (Engaging, Relevant, Personalized, Outcome-focused, Flexible)
3. Score overall brand alignment (1-10)
4. Provide specific improvement recommendations

For Visual Design

1. Review references/visual_identity.md for colors and typography
2. Apply Lime Green #D0FF6D for key accents
3. Use Albert Sans font family
4. Follow dark/light mode patterns

---

Content Type Decision Guide

Which Template Should I Use?

External Communication

I need to write...	Template	Key Traits	AI Prompt to Use
Sales outreach email	templates/email.md - Initial Outreach	Bold, Distant	Quick Email Transform
Project status update	templates/email.md - Project Update	Authentic, Matter-of-fact	Quick Email Transform
Bad news to client	templates/email.md - Challenging News	Authentic, Respectful	Quick Email Transform
Follow-up (no response)	templates/email.md - Follow-up	Distant, Respectful	Quick Email Transform
LinkedIn thought leadership	templates/social_media.md	Bold, Enthusiastic	Quick Social Post Transform
Case study post	templates/social_media.md - Results	Authentic, Outcome-focused	Quick Social Post Transform
Technical blog intro	references/examples.md - Blog Opening	Authentic, Bold	Transform Any Content
Proposal sections	templates/proposal.md	Bold, Authentic	Transform Any Content

Internal Communication

I need to write...	Approach	Key Principles
Slack update to team	Direct, brief, action-oriented	Lead with purpose, use threads
Meeting agenda	Purpose-first, clear outcomes	State what decision/alignment needed
Interview feedback	Evidence-based, specific	Facts over impressions, constructive
Project handoff doc	Structured, anticipates questions	Context, state, issues, how-to, contacts
Team announcement	Clear impact statement	What changes for them, next steps
Technical decision doc	Options with trade-offs	Recommendation with reasoning

See references/templates/internal_comms.md for detailed templates.

---

Core Workflows

Creating Proposals

Proposals use a markdown-to-DOCX workflow: write content in markdown, then generate a branded DOCX with automatic cover and back pages.

See references/templates/proposal.md for writing guidelines.

Workflow:

1. Gather client context (challenge, goals, budget, timeline)
2. Write proposal content in markdown following the proposal template
3. Generate DOCX using the generator script:

cd references/templates
node generate-proposal.js input.md output.docx

What the generator provides automatically:

• Branded cover page with project title and Appunite logo
• Back page with company stats and contact info
• Albert Sans typography throughout
• Lime green accents on headings
• Full-page background images on cover/back pages

Proposal Structure (Markdown)

Write your proposal following this structure:

# [Project Name] - [Client Deliverable Type]

## Executive Summary
[1-2 sentences: What we'll achieve together]

## The Real Problem
[What we understand about their situation - honest, specific]

## Our Approach
### Phase 1: [Outcome-Focused Name]
**Objective:** [What success looks like]
- [Activity that delivers value]
- [Activity that delivers value]

**Deliverable:** [Tangible output]

## What You Get
### Operationally
- [Concrete benefit]

### Strategically
- [Long-term value]

## Next Step
[Clear, low-commitment next action]

Writing Tips:

• Lead with client value, not capabilities
• Use outcome-focused phase names: "Phase 1: Secure Your Foundation"
• Be honest about risks with clear mitigations
• Include specific metrics and proof points
• Maintain professional, partnership tone

Transforming Social Media

1. Structure the Post

   • Eyebrow headline (max 2 lines, contextual)
   • Main title with key words highlighted
   • Supporting caption with insight

2. Apply Tone Guidelines

   • Open with provocative statement or question
   • Back with experience/data (authentic)
   • Provide specific, actionable insight (matter-of-fact)
   • End with genuine question, not sales pitch (distant)

3. Visual Recommendations

   • Black background: Technical content, thought leadership
   • Lime background: Announcements, high-energy content
   • Highlight key words in Lime Green or Bold

Example:

Before:
> We offer software development services for mobile and web applications.

After:
> Your technology should be a competitive advantage, not a bottleneck.
>
> We partner with companies to build products that scale - from first user to millions - without the technical debt that slows you down.
>
> 10+ years. 160+ products. From Zumba to Allegro.
>
> What's holding your product back?

Transforming Emails

1. Subject Line

   • Be specific, not clever
   • Lead with value or action needed
   • Keep under 50 characters

2. Opening

   • Skip the fluff (no "Hope you're well!")
   • Start with purpose directly
   • Use clear openings: "Quick update on...", "Following up on..."

3. Body Structure

   • For Updates: What happened → What it means → What's next → Blockers
   • For Outreach: Why you're reaching out → What we noticed → Light ask
   • For Requests: Context → Specific ask → Why it matters → Deadline

4. Closing

   • Clean and actionable
   • "Questions? Reply here or grab time: [calendar link]"
   • Simple sign-off: "Best, [Name]"

Reference Guides

When to Use Each Reference

references/tone_of_voice.md

• Understanding the 5 brand traits
• Training on brand personality
• Resolving tone questions
• Validating content alignment

references/copy_principles.md

• Writing any new content
• Structuring messaging
• Ensuring value-focused communication
• Avoiding anti-patterns

references/visual_identity.md

• Designing visual content
• Selecting colors and typography
• Creating presentations
• Formatting documents

references/templates/

• proposal.md - Proposal writing guidelines and structure
• generate-proposal.js - Automated DOCX generator (markdown to branded document)
• email.md - Email templates (external communication)
• social_media.md - Social media templates
• internal_comms.md - Internal communication templates (Slack, meetings, handoffs)
• assets/ - Brand assets (logos, backgrounds) for document generation

references/examples.md

• Learning from before/after transformations
• Understanding practical applications
• Finding inspiration

Brand Quick Reference Card

Print this or keep it visible while writing.

Brand Personality

The Outlaw + The Sage: Expert knowledge sharers who aren't arrogant. Truth-tellers focused on client success. Challengers who rebel against patterns to find innovation.

5 Tone Traits (Remember: BARED)

Trait	What It Means	Do	Don't
Bold	Confident stance	Take clear positions	Be aggressive or arrogant
Authentic	Honest, genuine	Acknowledge risks and gaps	Fake expertise or overpromise
Respectful	Clear, accessible	Use plain language, light wit	Heavy jargon, too casual
Enthusiastic	Factual energy	Share knowledge with genuine interest	Overhype or bend reality
Distant	Professional	Focus on partnership value	Be clingy or pushy

5 Copy Principles (Remember: ERPOF)

Principle	One-Line Test
Engaging	Does it answer "what's in it for them" in the first line?
Relevant	Is tech positioned as a tool, not the focus?
Personalized	Is it specific to their context, not generic?
Outcome-focused	Is it tied to business results with numbers?
Flexible	Does it offer options, not ultimatums?

The 60-Second ABCDE Check (External Content)

Before publishing ANY external content, verify all 5:

1. A — Attention: Is there a hook that earns the right to be heard?
2. B — Benefits: Does the audience clearly win from this?
3. C — Creativity: Am I using constraints intelligently?
4. D — Disruption: Did I break predictability on purpose?
5. E — Emotions: What feeling does this create?

If any letter is missing, the content is not ready.

The 10-Second Brand Check (All Content)

Before sending anything, ask:

1. Does it lead with their benefit, not our capability?
2. Does it take a clear stance (not hedge everything)?
3. Does it use specific numbers or examples?
4. Is it honest about risks or unknowns?
5. Does it end with a clear next step?

If no to any: revise before sending.

Never Say (Banned Phrases)

Phrase	Why	Say Instead
"We're excited to..."	Too eager	Start with value
"Best-in-class"	Cliche, unsubstantiated	Use specific metrics
"Cutting-edge"	Buzzword	Describe actual capability
"Just checking in"	Vague	State specific purpose
"Hope you're well!"	Filler	Skip, start with purpose
"Synergy" / "Leverage"	Corporate jargon	"Working together" / "Use"
"Circle back"	Overused	"Follow up" or "Revisit"
"We guarantee..."	Unrealistic	"Based on our experience..."

Visual Identity Quick Reference

Element	Value
Primary Accent	Lime Green #D0FF6D
Backgrounds	Black #000000 or White #FFFFFF
Grays	#232323, #3B3B3B, #626262, #898989, #AFAFAF
Font	Albert Sans
Weights	Regular 400, Medium 500, Bold 700
Highlight style	Bold key words + Lime color

Best Practices

Content Transformation Process

1. Read original content completely
2. Identify content type (proposal, social, email, etc.)
3. Load appropriate template
4. Apply 5 tone traits
5. Apply 5 copy principles
6. Check against anti-patterns
7. Validate with brand checklist
8. Provide visual recommendations if applicable

Quality Indicators

• Leads with client benefit, not capability
• Takes a stance (bold but not aggressive)
• Uses specific numbers and outcomes
• Acknowledges complexity honestly
• Professional without being stiff
• Shows personality through substance

Validation Checklist

• Bold: Takes clear position on approach
• Authentic: Honest about risks and unknowns
• Respectful: Clear language, no jargon overload
• Enthusiastic: Shows genuine interest in their success
• Distant: Professional, partnership-focused, not pushy
• Engaging: Leads with "what's in it for them"
• Relevant: Technology as tool, not focus
• Personalized: Industry/context specific
• Outcome-focused: Tied to business impact
• Flexible: Shows adaptability

Source Documentation

• Tone of Voice - Notion
• Brand Center - Notion
• Presentations - Figma
• Social Media - Figma