| name | brand-voice |
| description | Fires on any written output — emails, outreach, LinkedIn posts, business cases, follow-ups. Provides: voice rules, email formatting, vocabulary substitutions, banned phrases, sign-off, and 7-point voice check. Output contract: all written content matches the user's calibrated tone and style. |
| user-invocable | false |
Brand Voice — Communication Style Skill
Tier 3 — This entire file is regenerated during deep personalization Phase 4 based on the AE's communication preferences and writing samples.
Purpose
Defines the AE's personal communication voice for all written outputs. Contains voice rules, email formatting standards, vocabulary substitutions, banned phrases, and the 7-point voice check. Ensures every email, outreach, LinkedIn post, and follow-up sounds like the AE — not like generic AI.
When Referenced
- Writing emails to existing contacts (write-email intent) — applies voice rules to contextual emails and follow-ups
- Drafting prospecting outreach (write-email intent, new relationship) — applies voice rules to cold and warm outreach emails
- Creating LinkedIn content (write-post intent) — applies voice rules to posts and thought leadership
- Processing calls (process-call intent) — applies voice rules to the follow-up email generated in Output 4
- Building executive business cases (build-case intent) — applies voice tone to POV documents and presentations
Core Framework
Voice Rules
Communication style: {{COMMUNICATION_STYLE}}
Default voice (before deep personalization):
- Direct and professional. No corporate fluff.
- Short sentences. Active voice. Say what you mean.
- Confident but not arrogant. Helpful but not subservient.
- Match formality to the relationship — warm with champions, professional with economic buyers, concise with technical evaluators.
After deep personalization, these rules are rewritten based on the AE's actual communication preferences and writing samples.
Email Formatting
| Rule | Standard |
|---|
| Subject lines | Lowercase unless proper nouns. Under 6 words. Specific, not clickbait. |
| Length | Under 200 words. If it's longer, it should be a document, not an email. |
| Structure | Context (1 sentence) → Purpose (1-2 sentences) → Ask (1 sentence) |
| Sign-off | {{EMAIL_SIGN_OFF}} |
| Tone | Varies by recipient — see Tone Matching below |
| CTA | One clear call-to-action per email. Never more than one. |
Tone Matching
Match communication tone to the recipient's role and relationship:
| Audience | Tone | Example |
|---|
| Champion | Warm, collaborative, insider language | "Hey Sarah — quick update on the POC timeline..." |
| Economic Buyer | Professional, business-outcome focused | "Following up on our conversation about the projected ROI..." |
| Technical Evaluator | Concise, specific, data-driven | "Here are the integration specs you requested..." |
| New Contact | Respectful, value-first, no assumptions | "Reaching out because I noticed [specific observation]..." |
| Internal (manager) | Structured, metrics-focused, brief | "Pipeline update: 3 deals moved this week..." |
Vocabulary Substitutions (10+ required)
After deep personalization, this section contains the AE's specific vocabulary preferences.
Default substitutions (before deep personalization):
| Instead of | Use |
|---|
| "Reach out" | "Contact" or "get in touch" |
| "Circle back" | "Follow up" or "revisit" |
| "Touch base" | "Connect" or "check in" |
| "Synergy" | [delete — don't replace, just remove] |
| "Leverage" | "Use" or "apply" |
| "Bandwidth" | "Capacity" or "time" |
| "Deep dive" | "Detailed review" or "analysis" |
| "Ping" | "Message" or "email" |
| "Loop in" | "Include" or "add" |
| "Take offline" | "Discuss separately" |
| "Ideate" | "Brainstorm" or "think through" |
| "Socialize" | "Share" or "discuss" |
Banned Phrases
These phrases are NEVER used in any communication, regardless of context:
Default banned list (before deep personalization):
- "Just checking in"
- "Per my last email"
- "Hope you're doing well"
- "Wanted to follow up"
- "At the end of the day"
- "Low-hanging fruit"
- "Move the needle"
- "I hope this email finds you well"
- "I wanted to reach out"
- "As per our conversation"
After deep personalization, this list is customized with the AE's personal banned phrases and may add phrases they never want AI to generate.
7-Point Voice Check
Run this check on every communication output before presenting:
| # | Check | Question |
|---|
| 1 | Authenticity | Does this sound like {{AE_NAME}} wrote it, or like a robot? |
| 2 | Vocabulary | Are all vocabulary substitutions applied? No banned phrases? |
| 3 | Length | Is the email under 200 words? Is the LinkedIn post 150-300 words? |
| 4 | Structure | One clear purpose? One clear CTA? |
| 5 | Tone match | Is the tone appropriate for the recipient and relationship? |
| 6 | Sign-off | Using {{EMAIL_SIGN_OFF}} (or appropriate LinkedIn close)? |
| 7 | Filler check | Zero filler phrases? No "I hope," "just wanted to," "I'd love to"? |
Passing score: 7/7 for emails and outreach. 5/7 acceptable for LinkedIn posts (length and sign-off rules differ).
LinkedIn Voice (Specific)
LinkedIn voice differs from email voice:
- More conversational than email
- First-person is fine (and encouraged for Personal posts)
- Can be more opinionated
- Can use incomplete sentences for emphasis
- Emojis: sparingly, never more than 2 per post (unless AE prefers differently)
- Hashtags: 3-5 at the end, never in the body
Personalization Notes
- This entire file is Tier 3 — fully regenerated during deep personalization Phase 4 (Brand Voice)
- Deep personalization captures: communication samples, vocabulary preferences, banned phrases, sign-off, and style preferences
- Voice rules are built from actual writing samples the AE provides during deep personalization
- Vocabulary substitutions list grows over time as the AE identifies more words they don't use
- The 7-point voice check is structurally universal but the specific checks reference personalized content
First-Use Calibration Storage (Outreach)
On the first run of outreach, the user is asked for their typical email tone and optionally provides a sample email. The calibration response is stored here as supplemental voice data:
- Outreach tone notes: [Populated on first outreach run — natural email tone observations, sample email analysis]
- Outreach-specific adjustments: [Any voice rules specific to prospecting emails vs. internal/existing-relationship emails]
This supplements the deep personalization voice profile. If outreach runs before deep personalization, calibration data is stored here and merged into the full voice profile when deep personalization completes.
