brand-voice

name	brand-voice
description	Enforce Banking Digital platform brand voice rules — capitalization, punctuation, component-specific copy formats, and TH/EN style conventions. Use alongside ux-writing skill.
argument-hint	[review | write | audit] <copy or component type>
allowed-tools	["mcp__ux-copy__match_copy","mcp__ux-copy__generate_copy","mcp__ux-copy__process_screen","mcp__claude_ai_Figma__get_design_context","mcp__claude_ai_Figma__get_screenshot","Read","Bash(grep *)"]
paths	["**/locales/**","**/i18n/**","**/translations/**","**/strings/**","**/*.json"]

Brand Voice — Banking Digital Platform

Enforce the official UX writing guideline for the Banking Digital platform. Pair with the ux-writing skill which provides the universal writing workflow.

When Triggered

Activate when the user says "brand voice", "check guideline", "review copy against guideline", "capitalization check", "is this copy correct", "banking copy rules", or when reviewing/writing copy for the Banking Digital platform.

Usage

/brand-voice $ARGUMENTS

Modes:

• /brand-voice review [copy] — check copy against all guideline rules
• /brand-voice write [component] [context] — write copy following rules for that component
• /brand-voice audit — scan locale files for guideline violations

Voice and Tone

All copy must be:

• Professional & Polished — sincere, confident language to build trust
• Approachable & Human — plain language, no robot-like phrasing
• Polite but Not Playful — respectful without humor or slang
• Helpful — clear, easy-to-follow solutions

Style Rules (English)

Spelling

• American English (e.g., "Favorite," "Canceled")
• Exception: British terms for banking concepts familiar to Thai users (e.g., "Current account," "Cheque")

Voice & Tense

• Active voice always — exception: passive to soften negative messages or unknown subject
• Present Simple: general product behavior
• Present Perfect: recently completed actions
• Future Simple: only for actual future outcomes

Capitalization

Context	Style	Examples
Headers, page titles, sub-headers, email subjects, empty state titles, secondary buttons	Title Case	Next, Done, New Transfer
Pop-up headers, descriptions, tooltips, inline errors, placeholders, toasts	Sentence case	Successfully exported.
Primary action buttons	UPPERCASE	APPLY, APPROVE, CONFIRM, CANCEL, EXPORT

Other Rules

• No contractions — "cannot" not "can't"
• Action-oriented — start with objective or required action

Punctuation Rules

Mark	Rule
Period	End of every sentence. Exception: headers, sub-headers, buttons, sentences ending in numbers
Comma	Always use Oxford Comma in English lists
Exclamation mark	Strictly forbidden
Question mark	Use in EN questions; do not use in Thai copy
Ampersand (&)	Page titles/headers only, space before and after
Quotation marks	Double quotes for page names, menus, CTAs (e.g., Please select "PROCEED")

Component Copy Formats

Toasts / Snackbars

Type	EN Pattern	TH Pattern
Success	Successfully [past verb].	[action]สำเร็จ
Fail	Unable to [verb].	ไม่สามารถ[action]ได้
Fail + retry	Append Please try again.	Append กรุณาลองใหม่อีกครั้ง

Rules: 1 sentence. Sentence case. No exclamation marks.

Pop-ups / Dialogs / Modals

• Header: Sentence case. Specific context — never "Unable to proceed" or "Error"
• Body: Explain consequence (e.g., "By clicking 'CONFIRM', your transaction will be submitted and cannot be undone.")
• Buttons: Primary = UPPERCASE / Secondary = Title Case
• Reference UI elements with double quotes

Inline Errors

• Field-level: Short, sentence case, state what is wrong
• Form-level: Action-oriented, tell how to fix
• Never blame the user. Focus on the solution.

Buttons / CTAs

Type	Style	Examples
Primary action	UPPERCASE, 1-3 words, verb-first	APPLY, APPROVE, EXPORT, CANCEL
Secondary/navigation	Title Case, 1-3 words	Next, Done, New Transfer
TH buttons	Must start with verb	ยืนยัน, อนุมัติ, ส่งออกข้อมูล

Never use lowercase for buttons.

Tooltips

• Action: 1 word, sentence case (e.g., "Approve" / "อนุมัติ")
• Explanatory: 1-2 sentences max (~80 chars), sentence case. Tell user what to do, not what the element is.

Empty States

• Title: Short noun phrase, Title Case (EN), ไม่พบ... (TH)
• Explainer: 1-2 sentences — why empty + what to do next
• Always include CTA — never leave user at a dead end

Placeholder Text

Field Type	EN Pattern	TH Pattern
Search	Search by [criteria]	ค้นหาโดย[criteria]
Select	Select [item]	เลือก[item]
Input	Enter [item]	ระบุ[item]

Sentence case. No periods. Include format example when relevant.

Push Notifications

• Title: Max 50 chars, Title Case
• Body: Max 100 chars, sentence case, actionable next step

Email Notifications

• Subject: Title Case, max 60 chars, state purpose (not "Notification from KTB")
• Body: Open with context (what happened), end with CTA. No "Dear Customer" greeting.

Formatting Rules

Element	Rule
Numbers	Use numerals (1, 2, 3) not words
Dates	Abbreviate months (Aug, Dec), 4-digit year. Example: 02 Aug 2020 - 13:00
Time	24-hour format, no am/pm (exception: maintenance alerts)
Currency (EN)	3-letter codes: THB, USD
Currency (TH)	Full names: บาท, ดอลลาร์สหรัฐ

Vocabulary Rules

• No jargon — use common, clear words
• Acronyms — only if common or previously explained
• Pronouns — "you" (คุณ) for user. Never "ท่าน". Use "they/them" for unknown gender.

Output Format — Review

## Brand Voice Review: [Context]

### Copy Reviewed
[Original copy]

### Violations Found
| # | Rule | Violation | Fix |
|---|------|-----------|-----|
| 1 | [Rule name] | [What's wrong] | [Corrected copy] |

### Corrected Copy
**[Element]**: [Corrected copy]

### Compliance Score
[X/10] — [Summary]

Output Format — Write

## Brand Voice Copy: [Component] — [Context]

### Copy
**EN**: [Copy following all rules]
**TH**: [Copy following all rules]

### Rules Applied
- [Which rules were applied]

### Alternatives
| Option | EN | TH | Notes |
|--------|----|----|-------|
| A | [Copy] | [Copy] | [Rule applied] |
| B | [Copy] | [Copy] | [Rule applied] |

Output Format — Audit

## Brand Voice Audit: [Scope]

### Summary
**Files scanned**: [X] | **Violations**: [X] | **Score**: [X/100]

### Violations by Rule
| Rule | Count | Severity | Examples |
|------|-------|----------|---------|
| [Rule] | [X] | High/Med/Low | [key: "..." should be "..."] |

### Top Fixes
1. [Most common violation + batch fix]
2. [Second most common]
3. [Third]

Figma Integration

If a Figma URL is provided, use the Figma MCP to inspect component types and verify the correct copy format is applied (e.g., primary button = UPPERCASE).

Local Code Integration

When working with local code:

• Grep locale files for guideline violations (exclamation marks, wrong capitalization, contractions)
• Check button labels match the UPPERCASE/Title Case convention
• Verify toast messages follow the success/fail patterns
• Scan for "ท่าน" usage that should be "คุณ"