brand-voice-learner

Brand Voice Learner

Analyze existing brand content to extract voice characteristics, create actionable voice guidelines, and ensure consistent brand expression across all communications.

When to Use This Skill

Creating brand voice guidelines
Onboarding new writers
Auditing voice consistency
Adapting voice for channels
Training AI writing tools

Methodology Foundation

Based on NN/g voice research and content strategy best practices, combining:

Linguistic pattern analysis
Voice dimension mapping
Guidelines development
Consistency measurement

What Claude Does vs What You Decide

Claude Does You Decide

Analyzes existing content Content sources to analyze

Extracts voice patterns Voice evolution direction

Creates voice guidelines Approval of guidelines

Identifies inconsistencies Exception handling

Suggests voice examples Final voice choices

Instructions

Step 1: Gather Voice Samples

Content to Analyze:

Source Purpose

Website copy Core brand voice

Blog posts Extended voice

Social media Casual variation

Email campaigns Direct communication

Product UI Functional voice

Customer support Empathetic voice

Sample Requirements:

Minimum 10-15 pieces
Variety of contexts
Include best examples
Cover different tones

Step 2: Analyze Voice Dimensions

Voice Dimension Framework:

Dimension Spectrum

Formality Casual ←→ Formal

Personality Serious ←→ Playful

Directness Indirect ←→ Direct

Enthusiasm Reserved ←→ Enthusiastic

Technical Simple ←→ Technical

Warmth Distant ←→ Warm

Step 3: Extract Patterns

Linguistic Elements:

Element What to Identify

Sentence length Short, medium, long

Word choice Common, specialized, branded

Contractions Used, avoided, mixed

Active/passive Preference

Pronouns We/you/they patterns

Punctuation Exclamations, ellipses, etc.

Step 4: Document Guidelines

Guidelines Structure:

Voice principles (3-5)
Dimension scores
Do/Don't examples
Channel variations
Word lists

Step 5: Create Consistency Tools

Tools to Create:

Voice checklist
Example library
Word/phrase dictionary
Channel guidelines

Examples

Example 1: Complete Voice Analysis

Input:

Analyze brand voice from these samples:

Website: "We build tools that actually work. No fluff, no complexity— just software that helps you get stuff done."

Blog: "Here's the thing about productivity apps: most of them make your life harder, not easier. We think that's backwards."

Email: "Hey there! Your trial is almost over. Before you go, we wanted to make sure you saw everything [Product] can do."

Social: "Mondays are hard. Your software shouldn't be. ☕"

Output:

Brand Voice Analysis

Voice Summary

Overall Character: Confident, casual, anti-corporate

Your brand sounds like a smart friend who's direct and relatable— someone who gets frustrated by the same things your customers do and isn't afraid to call out industry BS.

Voice Dimensions

Voice Principles

1. Say it Straight

No corporate speak, no jargon inflation. If you can say it in fewer words, do it.

Examples:

✅ "We build tools that actually work"
❌ "We leverage cutting-edge solutions to optimize..."

2. Take Their Side

Position as ally against frustration. You share their pain with the status quo.

Examples:

✅ "Most productivity apps make your life harder"
❌ "Our competitors offer suboptimal experiences"

3. Stay Human

Contractions, casual language, occasional humor. Sound like a person, not a press release.

Examples:

✅ "Here's the thing about..."
❌ "It is important to note that..."

4. Confident, Not Arrogant

State opinions clearly without hedging, but don't put others down.

Examples:

✅ "No fluff, no complexity"
❌ "Unlike those other terrible apps..."

Linguistic Patterns

Element	Pattern	Examples
Sentence length	Short to medium (8-15 words average)	"We think that's backwards."
Contractions	Always used	"That's", "shouldn't", "we're"
Pronouns	Heavy "we/you"	Creates conversational feel
Active voice	Strong preference	"We build" not "Tools are built"
Punctuation	Occasional em-dashes, rare exclamations	"No fluff—just software"
Emoji	Occasional, relevant	Coffee emoji for Monday post

Voice Do's and Don'ts

DO ✅

Pattern	Example
Use contractions	"We're building" not "We are building"
Start with "Here's the thing"	Conversational opener
Use "actually" for emphasis	"Tools that actually work"
Reference shared frustrations	"Mondays are hard"
Keep paragraphs short	2-3 sentences max
Use second person	"Your trial" "helps you"

DON'T ❌

Pattern	Why Not
"Leverage" "optimize" "synergy"	Corporate jargon
"We are pleased to announce"	Stiff, formal
Passive voice	"Was built by our team"
Hedging language	"We think maybe possibly..."
Long, complex sentences	Loses casual feel
Excessive exclamation points	Feels fake enthusiastic

Word Choice Guide

Preferred Terms

Instead of	Use
Utilize	Use
Leverage	Use
Solutions	Tools, software
Empower	Help
Seamless	Easy, simple
Robust	Strong, reliable
Best-in-class	(just show, don't tell)
Cutting-edge	New, latest

Signature Phrases

Phrase	When to Use
"Here's the thing"	Starting opinion pieces
"Actually"	Emphasizing real value
"No [negative], no [negative]"	Simple value props
"That's backwards"	Calling out industry norms

Channel Variations

Website (Core Voice)

Most polished version
Still casual but refined
Slightly higher stakes language

Blog (Extended Voice)

More conversational
Can be longer, more exploratory
Personal opinions encouraged

Social Media (Compressed Voice)

Shortest, punchiest
More humor allowed
Emoji occasionally OK
Can reference current events/culture

Email (Direct Voice)

Friendly but action-oriented
"Hey there" openings OK
Clear CTAs
Personal where possible

Support (Empathetic Voice)

Warmer, more patient
Solution-focused
Less attitude, more help
Still casual but careful

Voice Checklist

Before publishing, check:

Would you say this to a friend?
Are there any "corporate speak" words?
Is it shorter than it could be?
Is the main point clear?
Does it sound like us, not a competitor?
Would it make sense without context?

Example 2: Quick Voice Audit

Input:

Does this match our voice? "We are delighted to inform you that your request has been processed and the desired outcome has been achieved."

Output:

Voice Audit

Verdict: ❌ Does Not Match

Issues Found

Problem	Example	Should Be
Too formal	"We are delighted"	"Great news!"
Passive voice	"has been processed"	"We processed"
Corporate speak	"desired outcome"	"what you wanted"
Stiff structure	Full sentence	Shorter, direct

Rewritten

Original:

"We are delighted to inform you that your request has been processed and the desired outcome has been achieved."

On-brand version:

"Good news! We've taken care of your request—you're all set."

Even more casual:

"Done! Your request went through. You're good to go."

What Went Wrong

This sounds like a corporate auto-reply, not your brand. It has:

No contractions
Passive voice
Formal phrasing
No personality

Your brand would sound like a helpful friend delivering good news, not a legal notice.

Skill Boundaries

What This Skill Does Well

Analyzing existing content
Extracting voice patterns
Creating guidelines
Auditing consistency

What This Skill Cannot Do

Create voice from scratch
Know your brand strategy
Access all your content
Replace brand judgment

Iteration Guide

Follow-up Prompts:

"Rewrite this in our brand voice"
"Create voice variations for [channel]"
"Audit these samples for consistency"
"Add to our word/phrase dictionary"

References

NN/g Voice and Tone Guidelines
Content Strategy Alliance
Mailchimp Voice and Tone
Buffer Brand Voice Guide

Related Skills

brand-strategy
Overall brand development
copywriting-ogilvy
Writing craft
storytelling-storybrand
Narrative voice

Skill Metadata

Domain: Branding / Content
Complexity: Intermediate
Mode: cyborg
Time to Value: 2-4 hours for full guidelines
Prerequisites: Content samples, brand context