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Brand Voice Analysis and Guidelines Generation

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Paste in your website and marketing copy, and get back a clear guide anyone on your team can follow to sound like your brand every time.

Originally by zubair-trabzada · MIT

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npx agentalley add market-brand

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Who is stuck, and on what

Every time someone new writes an email, a post, or a product page, it sounds a little different and none of it feels like you. You need one simple guide so your team, freelancers, or agency all write in the same voice.

What it gives you

A plain-English brand voice guide with your personality, do's and don'ts, word lists, and ready-to-copy sample sentences for headlines, emails, social posts, and more.

When NOT to use it

It will not redesign your logo or visuals, and it can only reflect the words and copy you actually give it.

The whole source

No sign-in, no blur, nothing truncated
market-brand/SKILL.md472 lines16.4 KBRawView on GitHub
Frontmatter: no frontmatter — costs points on criterion B3.
1# Brand Voice Analysis and Guidelines GenerationA5No allowed-tools declared — no way to tell what this skill may touchB3Frontmatter: no frontmatter
2 
3## Skill Purpose
4Analyze a brand's voice, tone, and messaging across all available channels and generate a comprehensive brand voice guidelines document. This skill examines how a brand communicates, identifies patterns and inconsistencies, and produces actionable guidelines that any writer or marketer can follow to maintain brand consistency.
5 
6## When to Use
7- User wants to understand or document a brand's voice
8- User needs brand voice guidelines for a team, freelancers, or agency
9- User wants to ensure consistency across marketing channels
10- User is rebranding or refining their brand identity
11- User wants to compare their brand voice to competitors
12- Triggered by `/market brand <url>` or `/market brand`
13 
14## How to Execute
15 
16### Step 1: Gather Source Material
17To analyze a brand's voice, examine content from multiple sources. Prioritize in this order:
18 
19**Primary Sources (must analyze):**
201. **Homepage** -- The most curated representation of the brand
212. **About page** -- How the brand describes itself
223. **Product/service pages** -- How they present their offerings
23 
24**Secondary Sources (analyze if available):**
254. **Blog posts** (at least 3-5 recent posts)
265. **Social media profiles** (bio, recent posts, engagement style)
276. **Email newsletters** (welcome email, recent sends)
287. **Customer-facing copy** (error messages, onboarding flows, help docs)
29 
30**Tertiary Sources:**
318. **Job postings** -- Reveals internal culture and values
329. **Press releases** -- Formal communication style
3310. **Ad copy** -- Paid messaging approach
3411. **Video scripts or podcast transcripts** -- Spoken brand voice
35 
36Use browser tools or the analyze_page.py script to access web content. For social media, check the website for social links and analyze the linked profiles.
37 
38### Step 2: Voice Dimension Analysis
39Map the brand's voice along four primary dimensions. Each dimension is a spectrum, not a binary.
40 
41#### Dimension 1: Formal <-----> Casual
42Where does the brand fall on the formality spectrum?
43 
44| Signal | Formal | Casual |
45|---|---|---|
46| Contractions | Avoids them ("do not", "cannot") | Uses them freely ("don't", "can't") |
47| Sentence structure | Complex, longer sentences | Short, punchy sentences |
48| Vocabulary | Professional, industry-standard | Conversational, everyday words |
49| Greetings | "Dear valued customer" | "Hey there!" |
50| Pronouns | Third person ("the company", "one") | First/second person ("we", "you") |
51| Humor | Rare or absent | Frequent, natural |
52| Slang/colloquialisms | Never | Occasionally or frequently |
53 
54**Score: 1 (extremely formal) to 10 (extremely casual)**
55 
56**Evidence required:** Quote 3-5 specific examples from the source material that support your rating.
57 
58#### Dimension 2: Serious <-----> Playful
59How much levity does the brand inject into its communication?
60 
61| Signal | Serious | Playful |
62|---|---|---|
63| Tone | Authoritative, measured | Light-hearted, fun |
64| Metaphors | Rare, conservative | Creative, unexpected |
65| Exclamation marks | Rare | Frequent |
66| Emoji use | Never | Sometimes or often |
67| Wordplay/puns | Never | Enjoys them |
68| Error messages | "An error has occurred" | "Oops! Something went sideways" |
69| Self-deprecation | Never | Occasionally |
70 
71**Score: 1 (extremely serious) to 10 (extremely playful)**
72 
73#### Dimension 3: Technical <-----> Simple
74How much domain expertise does the brand assume in its audience?
75 
76| Signal | Technical | Simple |
77|---|---|---|
78| Jargon | Uses industry terms freely | Avoids or explains all jargon |
79| Acronyms | Uses without definition | Spells out on first use |
80| Detail level | In-depth explanations | High-level overviews |
81| Audience assumption | Expert audience | General audience |
82| Data/statistics | Frequent, detailed | Occasional, simplified |
83| Examples | Complex, domain-specific | Simple, relatable analogies |
84 
85**Score: 1 (extremely technical) to 10 (extremely simple)**
86 
87#### Dimension 4: Reserved <-----> Bold
88How much personality and confidence does the brand project?
89 
90| Signal | Reserved | Bold |
91|---|---|---|
92| Claims | Hedged ("we believe", "may help") | Direct ("we guarantee", "the best") |
93| Opinions | Neutral, balanced | Strong, opinionated |
94| Competitive references | Avoids mentioning competitors | Directly compares |
95| Personality | Professional, understated | Distinctive, memorable |
96| Promises | Conservative | Ambitious |
97| Controversy | Avoids | Embraces when aligned with values |
98 
99**Score: 1 (extremely reserved) to 10 (extremely bold)**
100 
101### Step 3: Tone Spectrum Mapping
102 
103Beyond the four dimensions, map how the brand's tone shifts across different contexts:
104 
105| Context | Typical Tone | Example |
106|---|---|---|
107| Homepage | [Confident/Welcoming/Urgent/etc.] | "[quote from homepage]" |
108| Product description | [Informative/Persuasive/Technical/etc.] | "[quote]" |
109| Blog post | [Educational/Conversational/Authoritative/etc.] | "[quote]" |
110| Social media | [Casual/Engaging/Promotional/etc.] | "[quote]" |
111| Error/404 page | [Apologetic/Humorous/Helpful/etc.] | "[quote]" |
112| Email subject lines | [Direct/Curious/Urgent/etc.] | "[quote]" |
113| CTA buttons | [Action-oriented/Benefit-driven/Urgent/etc.] | "[quote]" |
114| Customer support | [Empathetic/Professional/Friendly/etc.] | "[quote]" |
115 
116### Step 4: Brand Personality Framework
117 
118Map the brand to one of five core personality archetypes (brands may blend 1-2):
119 
120#### The 5 Archetypes
121 
122**1. The Authority**
123- Characteristics: Expert, trustworthy, data-driven, established
124- Voice: Confident but not arrogant, educational, precise
125- Industries: Finance, healthcare, B2B enterprise, legal, consulting
126- Example brands: McKinsey, IBM, Mayo Clinic
127- Key phrases: "Research shows...", "Our experts...", "Industry-leading..."
128 
129**2. The Innovator**
130- Characteristics: Forward-thinking, disruptive, visionary, tech-savvy
131- Voice: Exciting, future-focused, sometimes provocative
132- Industries: Tech, SaaS, startups, renewable energy
133- Example brands: Tesla, Stripe, Notion
134- Key phrases: "Reimagine...", "The future of...", "We're building..."
135 
136**3. The Friend**
137- Characteristics: Warm, approachable, helpful, relatable
138- Voice: Conversational, empathetic, inclusive, encouraging
139- Industries: Consumer products, education, community platforms
140- Example brands: Mailchimp, Slack, Duolingo
141- Key phrases: "We get it...", "You've got this...", "Here to help..."
142 
143**4. The Rebel**
144- Characteristics: Bold, challenging conventions, irreverent, passionate
145- Voice: Direct, opinionated, sometimes confrontational, memorable
146- Industries: Lifestyle, fitness, creative industries, direct-to-consumer
147- Example brands: Nike, Oatly, Cards Against Humanity
148- Key phrases: "Stop settling for...", "The truth is...", "We're done with..."
149 
150**5. The Guide**
151- Characteristics: Wise, patient, methodical, trustworthy
152- Voice: Clear, instructional, supportive, knowledgeable
153- Industries: Education, professional development, tools, platforms
154- Example brands: HubSpot, Khan Academy, Ahrefs
155- Key phrases: "Here's how to...", "Step by step...", "The complete guide to..."
156 
157**Assessment:**
158- Primary archetype: [which one and why]
159- Secondary archetype: [if applicable]
160- Archetype fit: [Strong/Moderate/Weak -- how well does the brand embody this archetype?]
161 
162### Step 5: Vocabulary Analysis
163 
164Identify patterns in the brand's word choices:
165 
166#### Words They Use Frequently
167Analyze all source material and identify the 15-20 most characteristic words or phrases. Organize by category:
168 
169**Action words:** (verbs they favor)
170- e.g., "build", "scale", "transform", "streamline"
171 
172**Descriptive words:** (adjectives they use)
173- e.g., "powerful", "simple", "enterprise-grade", "effortless"
174 
175**Value words:** (words that reflect their values)
176- e.g., "transparent", "sustainable", "inclusive", "innovative"
177 
178**Industry-specific terms:**
179- e.g., "workflow", "pipeline", "conversion", "engagement"
180 
181#### Words They Avoid
182Identify words that are notably absent or that would feel out of character:
183 
184- Words that are too casual for the brand (if formal)
185- Words that are too technical for the brand (if simple)
186- Competitor terminology they deliberately avoid
187- Industry cliches they seem to sidestep
188 
189#### Signature Phrases
190Does the brand have any recurring phrases, taglines, or linguistic patterns?
191 
192- Tagline: [if they have one]
193- Recurring phrases: [patterns you notice]
194- Linguistic patterns: [e.g., always starts sentences with verbs, uses dashes frequently, favors short paragraphs]
195 
196### Step 6: Competitor Voice Comparison
197 
198Compare the brand's voice to 2-3 key competitors:
199 
200**Voice Comparison Matrix:**
201| Dimension | [Brand] | Competitor 1 | Competitor 2 | Competitor 3 |
202|---|---|---|---|---|
203| Formal <> Casual | X/10 | X/10 | X/10 | X/10 |
204| Serious <> Playful | X/10 | X/10 | X/10 | X/10 |
205| Technical <> Simple | X/10 | X/10 | X/10 | X/10 |
206| Reserved <> Bold | X/10 | X/10 | X/10 | X/10 |
207| Primary Archetype | [type] | [type] | [type] | [type] |
208 
209**Differentiation Assessment:**
210- How distinct is the brand's voice from competitors?
211- Where do voices overlap? (potential differentiation opportunity)
212- What voice territory is unoccupied in the competitive landscape?
213- Specific recommendations for vocal differentiation
214 
215### Step 7: Consistency Audit
216 
217Assess voice consistency across all analyzed channels:
218 
219| Channel | Voice Consistency | Notes |
220|---|---|---|
221| Homepage | Consistent/Mostly/Inconsistent | [specific observations] |
222| About page | Consistent/Mostly/Inconsistent | [notes] |
223| Blog | Consistent/Mostly/Inconsistent | [notes] |
224| Social media | Consistent/Mostly/Inconsistent | [notes] |
225| Email | Consistent/Mostly/Inconsistent | [notes] |
226| Product pages | Consistent/Mostly/Inconsistent | [notes] |
227 
228**Common Consistency Issues:**
229- Different writers creating noticeably different tones
230- Social media voice drastically different from website
231- Formal website copy but casual email newsletters
232- Blog content written in a completely different voice than product pages
233- Error messages or microcopy that feels off-brand
234- Old pages that haven't been updated to match current brand voice
235 
236**Overall Consistency Score:** X/10
237 
238### Step 8: Brand Messaging Hierarchy
239 
240Document the brand's messaging from most distilled to most expanded:
241 
242#### Level 1: Tagline (under 10 words)
243The most compressed form of the brand message.
244- Current: "[existing tagline or suggested one]"
245- Assessment: Does it capture the core value proposition?
246 
247#### Level 2: Value Propositions (1 sentence each)
2483-5 core value propositions that support the brand promise.
2491. "[Value prop 1]"
2502. "[Value prop 2]"
2513. "[Value prop 3]"
252 
253#### Level 3: Elevator Pitch (30 seconds / 75 words)
254A conversational explanation of what the brand does and why it matters.
255"[Draft elevator pitch based on analyzed content]"
256 
257#### Level 4: Boilerplate (100-150 words)
258The standard "about us" paragraph used in press releases, email signatures, and speaker bios.
259"[Draft boilerplate based on analyzed content]"
260 
261#### Level 5: Full Brand Story (300-500 words)
262The complete narrative of who the brand is, what they stand for, and why they exist.
263- Current status: [Exists/Partial/Missing]
264- Recommendations for improvement
265 
266### Step 9: Generate Brand Voice Documentation
267 
268Create the comprehensive Do's and Don'ts guide:
269 
270#### Voice Chart
271 
272```
273OUR VOICE IS: OUR VOICE IS NOT:
274--------------------------------------------------
275[Characteristic 1] [Anti-characteristic 1]
276e.g., "Confident" e.g., "Arrogant"
277 
278[Characteristic 2] [Anti-characteristic 2]
279e.g., "Helpful" e.g., "Condescending"
280 
281[Characteristic 3] [Anti-characteristic 3]
282e.g., "Clear" e.g., "Dumbed down"
283 
284[Characteristic 4] [Anti-characteristic 4]
285e.g., "Bold" e.g., "Aggressive"
286```
287 
288#### Writing Do's and Don'ts
289 
290**DO:**
291- [Specific writing instruction based on analysis]
292- [Example: "Use contractions to sound natural (we're, you'll, it's)"]
293- [Example: "Lead with the benefit, not the feature"]
294- [Example: "Use active voice in all headlines and CTAs"]
295- [Example: "Address the reader directly with 'you' and 'your'"]
296 
297**DON'T:**
298- [Specific anti-patterns based on analysis]
299- [Example: "Don't use jargon without explaining it"]
300- [Example: "Don't use passive voice in calls-to-action"]
301- [Example: "Don't use exclamation marks more than once per paragraph"]
302- [Example: "Don't start sentences with 'We' -- focus on the customer"]
303 
304### Step 10: Copy Samples in Identified Voice
305 
306Provide 5-8 sample copy pieces written in the identified brand voice so the team has concrete examples to reference:
307 
308**1. Homepage Headline:**
309"[Sample headline in the brand voice]"
310 
311**2. Product Description Paragraph:**
312"[Sample product description in the brand voice]"
313 
314**3. Blog Post Opening:**
315"[Sample blog intro in the brand voice]"
316 
317**4. Social Media Post:**
318"[Sample social post in the brand voice]"
319 
320**5. Email Subject Line:**
321"[Sample subject line in the brand voice]"
322 
323**6. CTA Button Text:**
324"[Sample CTA text in the brand voice]"
325 
326**7. Error Message:**
327"[Sample error message in the brand voice]"
328 
329**8. Customer Thank You Message:**
330"[Sample thank you message in the brand voice]"
331 
332## Output Format
333 
334Generate a file called `BRAND-VOICE.md` with:
335 
336```markdown
337# Brand Voice Guidelines
338## [Brand Name]
339### Analysis Date: [Date]
340 
341---
342 
343## Voice Summary
344[2-3 sentence summary of the brand voice, personality, and key characteristics]
345 
346---
347 
348## Voice Dimensions
349 
350### Formal <-----> Casual: [X/10]
351[Evidence and explanation]
352 
353### Serious <-----> Playful: [X/10]
354[Evidence and explanation]
355 
356### Technical <-----> Simple: [X/10]
357[Evidence and explanation]
358 
359### Reserved <-----> Bold: [X/10]
360[Evidence and explanation]
361 
362### Visual Voice Map
363```
364Formal Casual
365|----[X]----------------------------------|
366Serious Playful
367|--------[X]------------------------------|
368Technical Simple
369|------------------[X]--------------------|
370Reserved Bold
371|------------[X]--------------------------|
372```
373 
374---
375 
376## Brand Personality
377- Primary Archetype: [Archetype]
378- Secondary Archetype: [Archetype]
379- [Explanation and evidence]
380 
381---
382 
383## Tone by Context
384| Context | Tone | Example |
385|---|---|---|
386| [context] | [tone] | "[example]" |
387 
388---
389 
390## Vocabulary
391 
392### Words We Use
393[Organized word lists]
394 
395### Words We Avoid
396[Words that don't fit the brand]
397 
398### Signature Phrases
399[Recurring patterns and phrases]
400 
401---
402 
403## Voice Chart
404| Our Voice IS | Our Voice IS NOT |
405|---|---|
406| [trait] | [anti-trait] |
407 
408---
409 
410## Writing Guidelines
411 
412### Do's
413- [specific guidelines]
414 
415### Don'ts
416- [specific anti-patterns]
417 
418---
419 
420## Brand Messaging Hierarchy
421 
422### Tagline
423[tagline]
424 
425### Value Propositions
4261. [value prop]
427 
428### Elevator Pitch
429[pitch]
430 
431### Boilerplate
432[boilerplate]
433 
434---
435 
436## Copy Samples
437[8 examples of copy in the brand voice]
438 
439---
440 
441## Competitor Voice Comparison
442[Comparison matrix and differentiation analysis]
443 
444---
445 
446## Consistency Audit
447[Channel-by-channel assessment]
448- Overall Consistency Score: [X/10]
449 
450---
451 
452## Recommendations
453### Immediate Actions
4541. [recommendation]
455 
456### Voice Evolution Opportunities
4571. [recommendation]
458 
459### Consistency Improvements
4601. [recommendation]
461```
462 
463## Key Principles
464- Brand voice analysis requires reading like a detective. Every word choice, punctuation decision, and sentence structure reveals something about how the brand wants to be perceived.
465- Always provide EVIDENCE for every assessment. Don't just say "the brand is casual" -- quote specific examples that prove it.
466- The brand voice guide should be usable by someone who has never worked with the brand before. A new copywriter should be able to read this document and write on-brand content.
467- Copy samples are the most valuable part of the deliverable. People learn voice by example, not by description. Make the samples diverse (headlines, body copy, social, email, error messages) so writers have references for every context.
468- Voice and tone are different. Voice is the consistent personality. Tone shifts based on context (a customer complaint response is different from a product launch announcement, but both should be in the same voice).
469- If the brand's voice is inconsistent across channels, frame it as an opportunity to strengthen their brand, not as a failure. Consistency issues are common and fixable.
470- If the user has run `/market competitors` previously, use that data for the competitor voice comparison section.
471- The voice dimensions should be plotted visually (text-based spectrum) so stakeholders can quickly understand the positioning at a glance.
472 

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