| name | brand-voice |
| description | Define or extract a consistent brand voice that other skills can use. Three modes: Extract (analyze existing content), Build (interview-based), Auto-Scrape (from URL). Use when copy sounds generic, when starting any new project, when voice feels inconsistent across channels, when onboarding a new brand, or when any skill needs voice-profile.md but it doesn't exist yet. This is always the first skill to run for a new project. Make sure to use this skill whenever the user mentions tone of voice, brand personality, 'my copy all sounds the same', 'how should I sound', 'analyze my website voice', 'define my tone', or anything about making content sound more human or distinctive. Even if the user just says 'my marketing sounds generic' — that's a voice problem. |
| category | foundation |
| tier | must-have |
| reads | ["brand/voice-profile.md","brand/positioning.md","brand/audience.md"] |
| writes | ["brand/voice-profile.md","brand/learnings.md"] |
| triggers | ["what's my voice","analyze my brand","define my voice","make this sound like me","voice guide","brand personality","analyze my website","brand voice"] |
/brand-voice -- Brand Voice Engine
Generic copy converts worse than copy with a distinct voice. Not because the
words are different -- because the reader feels like they're hearing from a
PERSON, not a marketing team.
This skill defines that voice. Either by extracting it from existing content,
building it strategically from scratch, or auto-scraping a URL to analyze a
brand's public presence.
For output formatting, see /cmo rules/output-format.md.
On Activation
- Read
brand/ context:
- positioning.md — If available, use market angles to inform voice differentiation. A brand positioned as "the anti-course course" needs a different voice than one positioned as "enterprise-grade."
- audience.md — If available, tailor vocabulary and tone to the target reader. Technical builders get different language than busy executives.
- If neither exists, proceed with defaults. Ask the user about their market and audience during the question sequence.
- Check if
./brand/voice-profile.md already exists:
- Exists → Update mode: show current profile summary, ask what to change.
- Does not exist → Proceed to Mode Selection below.
- Assess the user's request to determine which mode to use (Extract, Build, or Auto-Scrape).
Three Modes
Mode 1: Extract (analyze existing content)
User provides 3-5 pieces of existing content (blog posts, emails, social posts, about page, etc).
The analysis process:
- Read all provided content -- look for patterns, not individual word choices
- Identify the voice DNA:
- Sentence structure (short/punchy vs. flowing/complex)
- Vocabulary level (everyday vs. technical vs. academic)
- Emotional register (warm/friendly vs. authoritative vs. irreverent)
- Perspective (first-person storytelling vs. objective analysis)
- Rhythm (varies sentence length? staccato? musical?)
- Map the personality axes (see Voice DNA Framework below)
- Generate the voice profile
- Write to ./brand/voice-profile.md
Mode 2: Build (construct from scratch)
No existing content. Build voice strategically through guided questions.
The question sequence:
