brand-voice

name	brand-voice
description	Use when writing any client-facing content, marketing copy, or communications. Use when AI output sounds generic, corporate, or lacks personality. Triggers on "sounds like AI", "lacks voice", "too generic", or when content could apply to any competitor.
license	MIT
metadata	{"author":"ClawFu","version":"1.0.0","mcp-server":"@clawfu/mcp-skills"}

Brand Voice & Authentic Writing

Preserve authentic human voice in AI-assisted writing using the Voice Preservation Method.

Purpose

Ensure all content maintains authentic brand voice using the Voice Preservation Method - transforming AI from ghostwriter to thinking partner while preserving genuine human voice.

Core Philosophy

Voice is identity made audible. It's not word choice or syntax—it's the blend of experience, conviction, and rhythm that tells readers who's speaking, what they value, and why it matters.

The Paradox: AI makes writing easier but communication harder. Generic efficiency creates disconnection. The goal is to use AI as a collaborator, not a replacement.

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The Draft-First Principle

Never let AI originate. Always draft first, delegate later.

Your messy first draft contains your voice. AI polish can preserve it. AI generation replaces it.

AI as Collaborator	AI as Ghostwriter
Helps you think	Replaces you
Organizes your ideas	Generates ideas
Preserves your phrasing	Invents phrasing
Removes clutter	Removes personality

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The Reader Question Framework

Every audience silently asks three questions. Your content must answer them:

1. What are you really trying to tell me?

Purpose: Cut through corporate fog to find the actual message.

• Write your message
• Ask: "If I had only one sentence, what would it be?"
• That sentence is your core. Everything else supports it.

Red flags: You need three paragraphs to "set up" your point, hedging with qualifiers, message could apply to any organization.

2. Why are you telling me now?

Purpose: Establish urgency and context without manipulation.

• Identify the trigger: What changed? What deadline? What opportunity?
• Make the timing explicit
• Connect timing to the reader's experience

Red flags: Message could have been sent any time in the past year, no connection to current events.

3. What does this mean for me?

Purpose: Translate organizational messages into personal relevance.

• Name the concrete change they'll experience
• Acknowledge their likely reaction
• Offer clear next steps

Red flags: Message is entirely about the organization, no concrete changes named.

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The Five-Step Workflow

Step 1: Free-Write Intent

Write what you mean, however messy. No editing. No structure. Just say it.

Step 2: Clarify the Reader's Question

What are they worried about? Hopeful for? Skeptical of? Write this down explicitly.

Step 3: AI Organization (Not Invention)

Use this exact prompt:

Restructure this draft for clarity and flow, but keep my tone and
phrasing wherever possible. Highlight any jargon or clichés that
weaken authenticity.

Step 4: Reclaim Emotional Beats

Re-insert your phrasing, idioms, stories, and specific details that sound like you/Guia.

Step 5: The Read-Aloud Test

If you can't imagine saying it in a meeting, rewrite until you can.

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Voice Audit Markers

Generic AI Tells (Flag for Deletion)

Vague value words:

• innovative, cutting-edge, state-of-the-art
• holistic, comprehensive, robust
• dynamic, agile, nimble
• passionate, dedicated, committed (without evidence)

Corporate filler:

• leverage, synergize, optimize
• stakeholder value, value proposition
• thought leadership, best practices
• moving forward, going forward

Empty intensifiers:

• very, really, truly, extremely
• absolutely, definitely, certainly
• unprecedented, groundbreaking

Generic claims:

• "We believe in..."
• "We are committed to..."
• "Our mission is to..."
• "We strive to..."

Red flag pattern: Any phrase that could appear on any competitor's website without modification.

Voice Signals (Preserve These)

Specific stories:

• Named people, places, events
• Dates and timelines
• Concrete outcomes with numbers
• Direct quotes from real conversations

Conviction signals:

• Positions that could be disagreed with
• Admissions of uncertainty or limitation
• Contrarian takes on industry consensus
• Emotional language appropriate to stakes

Natural speech patterns:

• Sentence lengths that vary naturally
• Contractions (we're, don't, can't)
• Incomplete sentences for emphasis
• Questions that reflect real curiosity

Guia. fingerprints:

• References to local businesses specifically
• Language reflecting "guide" positioning
• Inside references your audience would recognize

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Guia. Brand Voice Pillars

1. Friendly

Approachable and warm, like a trusted advisor—not a faceless corporation.

Do: Use "you" and "your", write like talking to a friend, show genuine interest Don't: Be overly casual, use jargon without explanation, sound robotic

✅ "Here's the thing about SEO—it doesn't have to be complicated." ❌ "SEO optimization methodologies can be implemented through various strategic approaches."

2. Clear

Make complex marketing topics simple and actionable.

Do: Short sentences, plain language, lead with the key point Don't: Assume knowledge, bury information, over-explain

✅ "Google Business Profile is your free listing on Google. It's what shows up when people search for businesses like yours." ❌ "Google Business Profile, formerly known as Google My Business, is a complimentary service provided by Google LLC..."

3. Confident

Know our stuff and share expertise without arrogance.

Do: Make clear recommendations, back up with evidence, definitive language Don't: Hedge excessively, oversell, dismiss other perspectives

✅ "Responding to reviews within 24 hours significantly improves customer perception." ❌ "You might want to consider possibly responding to reviews, which could potentially help."

4. Helpful

Everything provides real value and moves people forward.

Do: Actionable takeaways, anticipate questions, offer next steps Don't: Content for content's sake, leave readers hanging, problems without solutions

✅ "Here's a 5-minute audit you can do right now to check your Google listing." ❌ "There are many factors that affect your Google ranking."

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Guia. Language Guide

Words We Use

Instead of...	We say...
Utilize	Use
Implement	Set up, Start
Leverage	Use, Take advantage of
Optimize	Improve, Fine-tune
Stakeholders	Your team, Customers
Best-in-class	Proven, Effective

Phrases That Sound Like Guia.

• "Here's the thing..."
• "Let's break this down..."
• "The good news is..."
• "Quick win:"
• "Pro tip:"
• "Here's what to do next..."
• "You've got this."

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Voice Recovery Techniques

When Voice Is Missing

The Interview Method: Imagine someone asked you the question your document addresses. Respond verbally (record if helpful). Transcribe. Use that as your draft.

The Letter Method: Rewrite the entire message as a personal letter to one specific person you know. Then generalize only what's necessary.

The Story Anchor: Start with a specific story—something that happened, a conversation you had, a moment of realization. Build outward from there.

The Negative Space Method: List everything you're NOT trying to say. List positions you specifically reject. Use these to sharpen what you ARE saying.

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Quality Tests

The Substitution Test

For each sentence: "Could I swap in a competitor's name and this sentence would still work?"

• If yes → the sentence lacks voice
• If no → the sentence may contain genuine identity markers

The Meeting Test

"Could I say this in a team meeting without feeling like I'm reading from a script?"

The Bar Test

"Could I explain this to a smart friend at a bar?"

The Memory Test

If your reader forgets everything except one sentence, which sentence do you want that to be? Is that sentence prominent?

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When to Write It Yourself (No AI)

• First drafts of anything mission-critical
• Stories from direct experience
• Positions that require conviction
• Anything where readers need to "hear" you specifically

When AI Helps Most

• Restructuring existing drafts
• Identifying jargon and clichés
• Checking logical flow
• Generating alternatives to consider (not adopt wholesale)
• Cutting 15-25% for brevity

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Sample Comparison

Generic (AI-originated):

"We strive to deliver innovative, customer-centered solutions that enhance business outcomes, advance growth, and empower local entrepreneurs through accessible, data-driven marketing initiatives."

Brand Voice (Preserved):

"We believe growth begins with trust. Our mission is simple: listen first, act clearly, and bring results within reach for every local business owner who needs them."

The second sounds like a person. You can picture someone looking at a neighborhood wondering where the gaps are.

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What Claude Does vs What You Decide

Claude handles	You provide
Restructuring drafts for clarity	Your messy first draft with authentic voice
Identifying jargon and clichés	Judgment on which phrases ARE your voice
Checking logical flow	Emotional beats and personal stories
Generating alternatives to consider	Final selection and approval
Cutting for brevity (15-25%)	The read-aloud test verdict

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Skill Boundaries

This skill excels for:

• Cleaning up existing drafts while preserving voice
• Identifying generic AI tells in content
• Restructuring without rewriting

This skill is NOT ideal for:

• Originating content from scratch → Draft first, then use this
• Learning a new brand's voice → Use brand-voice-learner first
• Technical documentation → Voice matters less

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Iteration Guide

Pass	Focus	Action
1st	Structure	"Restructure this for clarity, keep my phrasing"
2nd	Voice audit	"Flag any generic AI tells in this text"
3rd	Reclaim	Re-insert your stories, idioms, specific details
4th	Test	Read aloud - does it sound like you?

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Skill Metadata

name: brand-voice
category: branding
version: 2.0
author: GUIA
source_expert: Multiple (Voice Preservation Method)
difficulty: intermediate
mode: centaur
tags: [voice, writing, authenticity, brand, copywriting]
created: 2026-01-28
updated: 2026-02-03