35 brand voice skill
Dung khi can chot giong noi thuong hieu mot lan de moi output content ve sau nhat quan — personality 3 tinh tu, bang tone, tu duoc dung va tu cam, cau truc cau, va 5 vi du before/after.
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Brand Voice
Skill nen tang cua content cluster. Moi skill content khac (36-content-brief, 37-caption-social, 04-script-video, 05-copy-quang-cao, 14-email-marketing, 38-seeding-plan) deu doc Brand Voice Document truoc khi viet. Khong co brand voice thi moi output deu thieu nhat quan, du ky thuat dung.
Thu thap thong tin
Doc .agents/product-marketing-context.md va brand guideline neu co. Neu thieu, hoi toi da 4 cau:
- Brand dang ban gi, cho ai, o phan khuc gia nao — va muon khach hang cam nhan dieu gi sau khi doc content?
- 3 tinh tu nao mo ta dung tinh cach brand nhat — va brand tuyet doi khong muon bi nhin nhan nhu the nao?
- Co brand hoac nguoi nao co giong gan voi dieu brand huong toi khong? (lam reference, khong copy)
- Khach hang hay dung tu gi khi noi ve brand / san pham? Paste review, comment, inbox that neu co — day la nguon vocabulary quan trong nhat.
Nguyen tac
- Brand voice la tai lieu song. Review moi quy hoac khi brand pivot — khong viet 1 lan roi cat tu.
- La ban chi duong, khong phai luat cung. Dung de doi chieu, linh hoat theo context tung bai.
- Giong goc giu nguyen tren moi kenh. Chi dieu chinh format va do dai theo platform — khong doi tinh cach.
- Vocabulary lay tu ngon ngu that cua khach. Goi
09-insight-khach-hangde co customer language truoc khi chot tu vung. - Test cuoi: che ten brand di, doc van nhan ra la minh. Neu doc giong bat ky brand nao khac trong nganh — chua dat.
Quy trinh
Buoc 1 — Chot Brand Personality: 3 tinh tu
Chon dung 3 tinh tu cot loi, moi tinh tu kem 1 cau giai thich tai sao no phan anh dung brand. Khong chon qua 3 — nhieu hon la loang.
Vi du minh hoa (nganh tu van marketing):
- Thang than: noi thang vao van de — khong rao don, khong fluff.
- Thuc chien: moi loi khuyen deu ap dung duoc ngay hom nay.
- Tin cay: co so lieu, co bang chung — khong hua hen vo can cu.
Kem theo 3 dieu brand tuyet doi KHONG muon bi nhin nhan (vi du: khong "sang chanh xa cach", khong "ban hang bat chap", khong "ly thuyet suong").
Buoc 2 — Dinh nghia Tone of Voice theo 5 chieu
Voi moi chieu, viet ca 2 cot "Brand la..." va "Brand khong la..." — cot thu 2 quan trong khong kem cot dau vi no chan brand drift.
| Chieu | Brand la... | Brand khong la... |
|---|---|---|
| Nang luong | [soi noi / diem tinh / am ap] | [...] |
| Do chinh thuc | [than mat / ban-chuyen-nghiep / trang trong] | [...] |
| Cach xung ho | [minh-ban / chung toi-ban / toi-ban] | [...] |
| Cach dung so lieu / bang chung | [luon kem so cu the / ke chuyen truoc, so sau] | [...] |
| Cach xu ly objection | [thua nhan truoc, giai thich sau / phan bien bang bang chung] | [...] |
Buoc 3 — Xay Vocabulary: dung / tranh / banned
- Dung thuong xuyen: tu va cum tu phan anh brand personality, cong voi tu khach hang that hay dung (lay tu review, comment — goi 09).
- Tranh: tu mau thuan voi personality hoac nghe sai thi truong VN.
- Banned words (cam tuyet doi — dua vao checklist duyet): vi du pho bien "Khong the bo lo", "Sieu hot", "Hay cung chung toi", "Dung bo lo co hoi" — cong them banned words rieng cua brand.
- Ten goi chuan noi bo cho san pham / dich vu: 1 ten thong nhat — khong moi bai goi mot kieu.
Buoc 4 — Quy dinh cau truc cau
Tra loi du 5 cau hoi:
- Do dai cau trung binh: ngan / vua / dai — va ly do.
- Co dung cau hoi tu tu khong? Khi nao dung, khi nao khong.
- Bullet hay paragraph? Ti le va ngu canh phu hop.
- Pattern mo bai thuong dung: Pain hook / Curiosity / Data / Story.
- Pattern ket bai: CTA cu the / Question / Summary.
Buoc 5 — Viet 5 vi du before/after
Moi vi du gom: ban chua dung tone, ban dung tone, va 1 dong giai thich diem khac biet. Bat buoc du 5 tinh huong:
- Caption gioi thieu san pham
- Phan hoi comment tieu cuc
- Thong bao khuyen mai / uu dai
- Chia se kien thuc / edu content
- Testimonial / case study cua khach hang
Day la phan writer dung nhieu nhat — viet that theo brand, khong de placeholder.
Buoc 6 — Platform adaptation
Giong goc giu nguyen — chi dieu chinh format va do dai:
| Kenh | Dieu chinh so voi goc | Giu nguyen |
|---|---|---|
| Facebook Page | Dai hon, co the dung emoji | Tone, vocabulary |
| TikTok caption | Ngan, co the dung trending phrase | Core message |
| Visual-first, caption ngan | Brand voice | |
| Formal hon 1 chut, co greeting | Thang than, actionable | |
| Zalo OA | Ngan gon, di thang vao loi ich | Tone, cach xung ho |
Cau truc ket qua
Ten file: brand-voice-[ten-brand]-[YYYYMMDD].md
# Brand Voice Document — [Ten brand]
## I. Brand Personality
- [Tinh tu 1]: [1 cau giai thich]
- [Tinh tu 2]: [1 cau giai thich]
- [Tinh tu 3]: [1 cau giai thich]
- Khong bao gio la: [3 dieu brand khong muon bi nhin nhan]
## II. Tone of Voice
| Chieu | Brand la... | Brand khong la... |
|-------|-------------|-------------------|
| Nang luong | | |
| Do chinh thuc | | |
| Cach xung ho | | |
| Cach dung so lieu / bang chung | | |
| Cach xu ly objection | | |
## III. Vocabulary
**Dung thuong xuyen:** [tu / cum tu]
**Tranh:** [tu / cum tu]
**Banned words:** [danh sach cam tuyet doi]
**Ten goi chuan noi bo:** [ten san pham / dich vu thong nhat]
## IV. Cau truc cau
- Do dai cau trung binh: [ngan / vua / dai] — [ly do]
- Cau hoi tu tu: [khi nao dung / khong dung]
- Bullet vs paragraph: [ti le + ngu canh]
- Pattern mo bai: [Pain / Curiosity / Data / Story]
- Pattern ket bai: [CTA / Question / Summary]
## V. Before / After — 5 vi du
### 1. Caption gioi thieu san pham
- Before: "[ban chua dung tone]"
- After: "[ban dung tone]"
- Khac biet: [1 dong]
### 2. Phan hoi comment tieu cuc
[cung format]
### 3. Thong bao khuyen mai / uu dai
[cung format]
### 4. Chia se kien thuc / edu content
[cung format]
### 5. Testimonial / case study
[cung format]
## VI. Platform Adaptation
| Kenh | Dieu chinh so voi goc | Giu nguyen |
|------|----------------------|------------|
| | | |
## VII. Checklist duyet copy
- [ ] Doc to len — nghe tu nhien khong, hay nhu doc bao cao?
- [ ] Co tu nao trong banned list khong?
- [ ] Cau dau tien co khien nguoi ta muon doc tiep khong?
- [ ] Xoa duoc tu nao ma khong mat nghia khong? Xoa di.
- [ ] Khach doc xong biet lam gi tiep khong (CTA ro)?
- [ ] Che ten brand di — doc van nhan ra la minh khong?
Cach cac skill khac dung tai lieu nay
- Moi bai viet (caption, script, ads copy, email, seeding) doi chieu muc II + III truoc khi viet, muc VII truoc khi giao.
- Nguoi duyet copy dung muc VII lam chuan duyet — khong duyet theo cam tinh.
- Khi thue writer / agency / creator ngoai: gui muc I-V lam tai lieu onboard.
Lien ket skill
09-insight-khach-hang: chay truoc — customer language tu review/comment that la nguyen lieu cho Vocabulary.36-content-brief: moi brief tham chieu brand voice trong phan tone.37-caption-social,04-script-video,05-copy-quang-cao,14-email-marketing: doc tai lieu nay truoc khi viet output.
Checklist chat luong
- Du 7 phan (Personality den Checklist duyet copy)
- Dung 3 tinh tu — moi tinh tu co giai thich, khong chung chung
- Tone of voice du 5 chieu, co ca cot "Brand khong la"
- Vocabulary co du 3 nhom: dung / tranh / banned + ten goi chuan noi bo
- 5 vi du before/after viet that theo brand — khong de placeholder
- Platform adaptation phu du kenh brand dang chay
- Vocabulary co tu lay tu ngon ngu that cua khach (co nguon: review / comment)
- Ten file dung dinh dang
brand-voice-[ten-brand]-[YYYYMMDD].md
| 1 | |
| 2 | name 35-brand-voice |
| 3 | description "Dung khi can chot giong noi thuong hieu mot lan de moi output content ve sau nhat quan — personality 3 tinh tu, bang tone, tu duoc dung va tu cam, cau truc cau, va 5 vi du before/after. Kich hoat khi user nhac 'brand voice', 'giong brand', 'tone of voice', 'viet sao cho dung chat brand', 'moi nguoi viet moi kieu', 'thong nhat giong van'. Khong dung cho — quy dinh mau sac va font thi dung skill 46-brand-guideline; dinh vi thuong hieu thi dung skill 58-positioning; viet mot bai cu the thi dung skill 36-content-brief." |
| 4 | metadata |
| 5 | version 1.0.1 |
| 6 | category content |
| 7 | license MIT |
| 8 | triggers |
| 9 | - "brand voice" |
| 10 | - "tone of voice" |
| 11 | - "giong brand" |
| 12 | - "cach viet cua brand" |
| 13 | - "xay brand voice" |
| 14 | - "brand personality" |
| 15 | - "dinh nghia giong dieu" |
| 16 | - "banned words" |
| 17 | - "duyet copy dung tone" |
| 18 | output "File .md — Brand Voice Document: personality 3 tinh tu, tone of voice table, vocabulary, cau truc cau, 5 before/after, platform adaptation, checklist duyet copy" |
| 19 | related |
| 20 | - 09-insight-khach-hang |
| 21 | - 36-content-brief |
| 22 | - 37-caption-social |
| 23 | - 04-script-video |
| 24 | - 05-copy-quang-cao |
| 25 | - 14-email-marketing |
| 26 | |
| 27 | |
| 28 | # Brand Voice |
| 29 | |
| 30 | > Skill nen tang cua content cluster. Moi skill content khac (36-content-brief, 37-caption-social, 04-script-video, 05-copy-quang-cao, 14-email-marketing, 38-seeding-plan) deu doc Brand Voice Document truoc khi viet. Khong co brand voice thi moi output deu thieu nhat quan, du ky thuat dung. |
| 31 | |
| 32 | ## Thu thap thong tin |
| 33 | |
| 34 | Doc `.agents/product-marketing-context.md` va brand guideline neu co. Neu thieu, hoi toi da 4 cau: |
| 35 | |
| 36 | **Brand dang ban gi, cho ai, o phan khuc gia nao — va muon khach hang cam nhan dieu gi sau khi doc content?** |
| 37 | **3 tinh tu nao mo ta dung tinh cach brand nhat — va brand tuyet doi khong muon bi nhin nhan nhu the nao?** |
| 38 | **Co brand hoac nguoi nao co giong gan voi dieu brand huong toi khong?** (lam reference, khong copy) |
| 39 | **Khach hang hay dung tu gi khi noi ve brand / san pham?** Paste review, comment, inbox that neu co — day la nguon vocabulary quan trong nhat. |
| 40 | |
| 41 | ## Nguyen tac |
| 42 | |
| 43 | **Brand voice la tai lieu song.** Review moi quy hoac khi brand pivot — khong viet 1 lan roi cat tu. |
| 44 | **La ban chi duong, khong phai luat cung.** Dung de doi chieu, linh hoat theo context tung bai. |
| 45 | **Giong goc giu nguyen tren moi kenh.** Chi dieu chinh format va do dai theo platform — khong doi tinh cach. |
| 46 | **Vocabulary lay tu ngon ngu that cua khach.** Goi `09-insight-khach-hang` de co customer language truoc khi chot tu vung. |
| 47 | **Test cuoi: che ten brand di, doc van nhan ra la minh.** Neu doc giong bat ky brand nao khac trong nganh — chua dat. |
| 48 | |
| 49 | ## Quy trinh |
| 50 | |
| 51 | ### Buoc 1 — Chot Brand Personality: 3 tinh tu |
| 52 | |
| 53 | Chon dung 3 tinh tu cot loi, moi tinh tu kem 1 cau giai thich tai sao no phan anh dung brand. Khong chon qua 3 — nhieu hon la loang. |
| 54 | |
| 55 | Vi du minh hoa (nganh tu van marketing): |
| 56 | **Thang than**: noi thang vao van de — khong rao don, khong fluff. |
| 57 | **Thuc chien**: moi loi khuyen deu ap dung duoc ngay hom nay. |
| 58 | **Tin cay**: co so lieu, co bang chung — khong hua hen vo can cu. |
| 59 | |
| 60 | Kem theo 3 dieu brand tuyet doi KHONG muon bi nhin nhan (vi du: khong "sang chanh xa cach", khong "ban hang bat chap", khong "ly thuyet suong"). |
| 61 | |
| 62 | ### Buoc 2 — Dinh nghia Tone of Voice theo 5 chieu |
| 63 | |
| 64 | Voi moi chieu, viet ca 2 cot "Brand la..." va "Brand khong la..." — cot thu 2 quan trong khong kem cot dau vi no chan brand drift. |
| 65 | |
| 66 | | Chieu | Brand la... | Brand khong la... | |
| 67 | |-------|-------------|-------------------| |
| 68 | | Nang luong | [soi noi / diem tinh / am ap] | [...] | |
| 69 | | Do chinh thuc | [than mat / ban-chuyen-nghiep / trang trong] | [...] | |
| 70 | | Cach xung ho | [minh-ban / chung toi-ban / toi-ban] | [...] | |
| 71 | | Cach dung so lieu / bang chung | [luon kem so cu the / ke chuyen truoc, so sau] | [...] | |
| 72 | | Cach xu ly objection | [thua nhan truoc, giai thich sau / phan bien bang bang chung] | [...] | |
| 73 | |
| 74 | ### Buoc 3 — Xay Vocabulary: dung / tranh / banned |
| 75 | |
| 76 | **Dung thuong xuyen**: tu va cum tu phan anh brand personality, cong voi tu khach hang that hay dung (lay tu review, comment — goi 09). |
| 77 | **Tranh**: tu mau thuan voi personality hoac nghe sai thi truong VN. |
| 78 | **Banned words** (cam tuyet doi — dua vao checklist duyet): vi du pho bien "Khong the bo lo", "Sieu hot", "Hay cung chung toi", "Dung bo lo co hoi" — cong them banned words rieng cua brand. |
| 79 | **Ten goi chuan noi bo** cho san pham / dich vu: 1 ten thong nhat — khong moi bai goi mot kieu. |
| 80 | |
| 81 | ### Buoc 4 — Quy dinh cau truc cau |
| 82 | |
| 83 | Tra loi du 5 cau hoi: |
| 84 | |
| 85 | Do dai cau trung binh: ngan / vua / dai — va ly do. |
| 86 | Co dung cau hoi tu tu khong? Khi nao dung, khi nao khong. |
| 87 | Bullet hay paragraph? Ti le va ngu canh phu hop. |
| 88 | Pattern mo bai thuong dung: Pain hook / Curiosity / Data / Story. |
| 89 | Pattern ket bai: CTA cu the / Question / Summary. |
| 90 | |
| 91 | ### Buoc 5 — Viet 5 vi du before/after |
| 92 | |
| 93 | Moi vi du gom: ban chua dung tone, ban dung tone, va 1 dong giai thich diem khac biet. Bat buoc du 5 tinh huong: |
| 94 | |
| 95 | Caption gioi thieu san pham |
| 96 | Phan hoi comment tieu cuc |
| 97 | Thong bao khuyen mai / uu dai |
| 98 | Chia se kien thuc / edu content |
| 99 | Testimonial / case study cua khach hang |
| 100 | |
| 101 | Day la phan writer dung nhieu nhat — viet that theo brand, khong de placeholder. |
| 102 | |
| 103 | ### Buoc 6 — Platform adaptation |
| 104 | |
| 105 | Giong goc giu nguyen — chi dieu chinh format va do dai: |
| 106 | |
| 107 | | Kenh | Dieu chinh so voi goc | Giu nguyen | |
| 108 | |------|----------------------|------------| |
| 109 | | Facebook Page | Dai hon, co the dung emoji | Tone, vocabulary | |
| 110 | | TikTok caption | Ngan, co the dung trending phrase | Core message | |
| 111 | | Instagram | Visual-first, caption ngan | Brand voice | |
| 112 | | Email | Formal hon 1 chut, co greeting | Thang than, actionable | |
| 113 | | Zalo OA | Ngan gon, di thang vao loi ich | Tone, cach xung ho | |
| 114 | |
| 115 | ## Cau truc ket qua |
| 116 | |
| 117 | Ten file: `brand-voice-[ten-brand]-[YYYYMMDD].md` |
| 118 | |
| 119 | |
| 120 | # Brand Voice Document — [Ten brand] |
| 121 | |
| 122 | ## I. Brand Personality |
| 123 | - [Tinh tu 1]: [1 cau giai thich] |
| 124 | - [Tinh tu 2]: [1 cau giai thich] |
| 125 | - [Tinh tu 3]: [1 cau giai thich] |
| 126 | - Khong bao gio la: [3 dieu brand khong muon bi nhin nhan] |
| 127 | |
| 128 | ## II. Tone of Voice |
| 129 | | Chieu | Brand la... | Brand khong la... | |
| 130 | |-------|-------------|-------------------| |
| 131 | | Nang luong | | | |
| 132 | | Do chinh thuc | | | |
| 133 | | Cach xung ho | | | |
| 134 | | Cach dung so lieu / bang chung | | | |
| 135 | | Cach xu ly objection | | | |
| 136 | |
| 137 | ## III. Vocabulary |
| 138 | **Dung thuong xuyen:** [tu / cum tu] |
| 139 | **Tranh:** [tu / cum tu] |
| 140 | **Banned words:** [danh sach cam tuyet doi] |
| 141 | **Ten goi chuan noi bo:** [ten san pham / dich vu thong nhat] |
| 142 | |
| 143 | ## IV. Cau truc cau |
| 144 | - Do dai cau trung binh: [ngan / vua / dai] — [ly do] |
| 145 | - Cau hoi tu tu: [khi nao dung / khong dung] |
| 146 | - Bullet vs paragraph: [ti le + ngu canh] |
| 147 | - Pattern mo bai: [Pain / Curiosity / Data / Story] |
| 148 | - Pattern ket bai: [CTA / Question / Summary] |
| 149 | |
| 150 | ## V. Before / After — 5 vi du |
| 151 | ### 1. Caption gioi thieu san pham |
| 152 | - Before: "[ban chua dung tone]" |
| 153 | - After: "[ban dung tone]" |
| 154 | - Khac biet: [1 dong] |
| 155 | |
| 156 | ### 2. Phan hoi comment tieu cuc |
| 157 | [cung format] |
| 158 | |
| 159 | ### 3. Thong bao khuyen mai / uu dai |
| 160 | [cung format] |
| 161 | |
| 162 | ### 4. Chia se kien thuc / edu content |
| 163 | [cung format] |
| 164 | |
| 165 | ### 5. Testimonial / case study |
| 166 | [cung format] |
| 167 | |
| 168 | ## VI. Platform Adaptation |
| 169 | | Kenh | Dieu chinh so voi goc | Giu nguyen | |
| 170 | |------|----------------------|------------| |
| 171 | | | | | |
| 172 | |
| 173 | ## VII. Checklist duyet copy |
| 174 | - [ ] Doc to len — nghe tu nhien khong, hay nhu doc bao cao? |
| 175 | - [ ] Co tu nao trong banned list khong? |
| 176 | - [ ] Cau dau tien co khien nguoi ta muon doc tiep khong? |
| 177 | - [ ] Xoa duoc tu nao ma khong mat nghia khong? Xoa di. |
| 178 | - [ ] Khach doc xong biet lam gi tiep khong (CTA ro)? |
| 179 | - [ ] Che ten brand di — doc van nhan ra la minh khong? |
| 180 | |
| 181 | |
| 182 | ## Cach cac skill khac dung tai lieu nay |
| 183 | |
| 184 | Moi bai viet (caption, script, ads copy, email, seeding) doi chieu muc II + III truoc khi viet, muc VII truoc khi giao. |
| 185 | Nguoi duyet copy dung muc VII lam chuan duyet — khong duyet theo cam tinh. |
| 186 | Khi thue writer / agency / creator ngoai: gui muc I-V lam tai lieu onboard. |
| 187 | |
| 188 | ## Lien ket skill |
| 189 | |
| 190 | `09-insight-khach-hang`: chay truoc — customer language tu review/comment that la nguyen lieu cho Vocabulary. |
| 191 | `36-content-brief`: moi brief tham chieu brand voice trong phan tone. |
| 192 | `37-caption-social`, `04-script-video`, `05-copy-quang-cao`, `14-email-marketing`: doc tai lieu nay truoc khi viet output. |
| 193 | |
| 194 | ## Checklist chat luong |
| 195 | |
| 196 | [ ] Du 7 phan (Personality den Checklist duyet copy) |
| 197 | [ ] Dung 3 tinh tu — moi tinh tu co giai thich, khong chung chung |
| 198 | [ ] Tone of voice du 5 chieu, co ca cot "Brand khong la" |
| 199 | [ ] Vocabulary co du 3 nhom: dung / tranh / banned + ten goi chuan noi bo |
| 200 | [ ] 5 vi du before/after viet that theo brand — khong de placeholder |
| 201 | [ ] Platform adaptation phu du kenh brand dang chay |
| 202 | [ ] Vocabulary co tu lay tu ngon ngu that cua khach (co nguon: review / comment) |
| 203 | [ ] Ten file dung dinh dang `brand-voice-[ten-brand]-[YYYYMMDD].md` |
| 204 |
Discussion
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