القائمة
Define and maintain brand voice and tone across all marketing channels. Use when establishing, documenting, or applying brand voice.
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Design, execute, and analyze A/B tests across marketing channels. Use when running experiments on landing pages, emails, ads, or features.
Marketing attribution modeling to understand channel contribution and optimize spend. Use when measuring marketing effectiveness or allocating budget.
Design marketing dashboards and reports for executives, teams, and campaigns. Use when building reporting systems or presenting data.
Perform cohort analysis to understand customer behavior, retention, and lifetime value over time. Use when analyzing retention, LTV, or user behavior patterns.
Create effective marketing reports and presentations that drive decisions. Use when preparing weekly, monthly, or quarterly marketing reports.
Design brand architecture for multi-product or multi-brand organizations. Use when managing brand portfolios or launching sub-brands.
| name | brand-voice |
| description | Define and maintain brand voice and tone across all marketing channels. Use when establishing, documenting, or applying brand voice. |
| origin | ECM |
Voice is your brand's personality. It stays consistent everywhere. Think of it as who you are.
Tone is the emotional inflection applied to that voice depending on context. Think of it as how you adapt to the room.
Analogy: A person's personality (voice) stays the same whether they are at a funeral or a birthday party, but their manner (tone) shifts appropriately.
Define voice using three to five attribute pairs. Each pair names the trait and draws a boundary to prevent overextension.
| Attribute | But Not |
|---|---|
| Confident | Arrogant |
| Friendly | Flippant |
| Expert | Jargon-heavy |
| Bold | Reckless |
| Warm | Saccharine |
For each attribute, provide:
Map tone shifts across common brand situations:
| Context | Tone Shift | Example |
|---|---|---|
| Product launch | Energetic, celebratory | "We've been building this for months — and it's finally here." |
| Customer support | Calm, empathetic, clear | "We understand this is frustrating. Here's exactly what's happening and what we're doing about it." |
| Error/outage | Direct, accountable, no humor | "Our checkout system is down. We're working on it and will update every 30 minutes." |
| Thought leadership | Authoritative, measured | "The data suggests a shift that most teams haven't accounted for yet." |
| Social/casual | Playful, conversational | "Monday called. We sent it to voicemail." |
| Crisis communication | Serious, human, transparent | "We take this seriously. Here's what we know, what we've done, and what happens next." |
| Sales enablement | Confident, benefit-focused | "Teams using [Product] close 23% faster — here's how." |
# [Brand Name] Voice Guide
## Our Voice in Three Words
1. [Attribute] — [one-sentence definition]
2. [Attribute] — [one-sentence definition]
3. [Attribute] — [one-sentence definition]
## We Are / We Are Not
- We are [trait]. We are not [overextension].
- We are [trait]. We are not [overextension].
- We are [trait]. We are not [overextension].
## How We Write
- Sentence structure: [short and punchy / longer and flowing / mixed]
- Vocabulary level: [accessible to all / industry-informed / technical]
- Person: [first person plural "we" / second person "you" / third person]
- Contractions: [yes / selectively / no]
- Humor: [frequent / occasional / rare / never]
- Jargon: [embrace it / translate it / avoid it]
## Tone by Situation
[Table mapping context → tone shift → example]
## Words We Love
[List of words and phrases that feel on-brand]
## Words We Avoid
[List of words and phrases that feel off-brand, with alternatives]
## Before & After Examples
[3-5 pairs showing off-brand copy rewritten on-brand, with annotations]
Off-brand (generic corporate): "We are pleased to announce the launch of our new product, which leverages cutting-edge technology to deliver best-in-class solutions for enterprise customers."
On-brand (confident, clear, human): "We built [Product] because teams kept telling us the same thing: reporting takes too long. Now it takes five minutes."
Off-brand (trying too hard to be casual): "OMG you guys!!! We literally CANNOT with how amazing this update is!! You're gonna FREAK!!"
On-brand (energetic but controlled): "This update changes how you work with dashboards. We're genuinely excited — and we think you will be too."
Use this to evaluate existing content against the voice guide:
Before finalizing a voice guide, confirm: