| name | brand-voice |
| description | Apply and enforce brand voice, style guide, and messaging pillars across content. Use for brand consistency, tone guidance, and terminology management. |
| type | reference |
| version | 1.0.0 |
| category | business |
| last_updated | "2026-02-03T00:00:00.000Z" |
| source | https://github.com/anthropics/knowledge-work-plugins |
| related_skills | ["content-strategy","competitive-analysis"] |
| capabilities | [] |
| requires | [] |
| see_also | [] |
| tags | [] |
Brand Voice Skill
Frameworks for documenting, applying, and enforcing brand voice and style guidelines across marketing content.
Brand Voice Documentation Framework
1. Brand Personality
Define the brand as if it were a person. What are its defining traits?
2. Voice Attributes
Select 3-5 attributes that define how the brand communicates. Each attribute should be defined with:
- What it means in practice
- What it does NOT mean
- An example demonstrating the attribute
3. Audience Awareness
- Who the brand is speaking to
- What the audience cares about
- What level of expertise the audience has
- How the audience expects to be addressed
4. Core Messaging Pillars
- 3-5 key themes the brand consistently communicates
- The hierarchy of these messages
- How each pillar connects to audience needs
5. Tone Spectrum
How the voice adapts across contexts while remaining recognizably the same brand.
6. Style Rules
Specific grammar, formatting, and language rules.
7. Terminology
Preferred and avoided terms.
Voice Attributes
Common Voice Attribute Pairs
| Spectrum | One End | Other End |
|---|
| Formality | Formal, institutional | Casual, conversational |
| Authority | Expert, authoritative | Peer-level, collaborative |
| Emotion | Warm, empathetic | Direct, matter-of-fact |
| Complexity | Technical, precise | Simple, accessible |
| Energy | Bold, energetic | Calm, measured |
| Humor | Playful, witty | Serious, earnest |
| Innovation | Cutting-edge, forward-looking | Established, proven |
Defining an Attribute
[Attribute name]
- We are: [what this means in practice]
- We are not: [common misinterpretation to avoid]
- This sounds like: [example sentence demonstrating the attribute]
- This does NOT sound like: [example sentence violating the attribute]
