Brand Voice Guide
Brand voice and messaging guide creation for consistent cross-channel marketing. Use this skill for creating brand voice guides, brand messaging frameworks, tone-of-voice documentation, copy style guides, tagline development, value proposition writing, brand positioning statements, elevator pitches, brand story narratives, and messaging architecture. Trigger for brand voice, tone of voice, messaging guide, brand positioning, brand story, or copy style guide. This is the foundational document that all other marketing skills draw from — build this first for any new client.
Brand Voice Guide Skill
This is the foundational skill — build this before writing any copy across any channel. Every other marketing skill references the outputs from this one.
Phase 1: Intake
- Brand / client:
- Industry:
- Founded:
- Mission (why they exist):
- Vision (what they're building toward):
- Core values (3–5):
- Products / services:
- Target customer (describe as a person, not a demographic):
- Key differentiator: (what do they do that no one else does?)
- Current competitors: (list 3–5)
- Brand adjectives (ask client to pick 5): Friendly / Professional / Bold / Playful / Authoritative / Warm / Innovative / Trustworthy / Edgy / Aspirational / Grounded / Witty / Empathetic / Direct / Inspiring
- Brands they admire the voice of (even outside their industry):
- Brands they explicitly DON'T want to sound like:
- Existing copy they love: (paste examples)
- Existing copy they hate: (paste examples)
Phase 2: Brand Positioning Statement
For [target customer],
[Brand Name] is the [category frame]
that [key benefit/promise]
because [reason to believe].
Unlike [main alternative],
we [key differentiator].
Phase 3: Brand Story (The Narrative)
Structure the brand's origin story in 3 acts:
ACT 1 — THE PROBLEM:
[The founder/team saw a problem that bothered them personally]
[Why this problem existed / how it was being poorly addressed]
ACT 2 — THE BREAKTHROUGH:
[What they did / built / discovered]
[The moment the approach proved right]
ACT 3 — THE MISSION:
[What they're building and why it matters]
[WhMore from marketing
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