brand-voice

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]