/brand-voice -- Brand Voice Engine

Generic copy converts worse than copy with a distinct voice. Not because the words are different -- because the reader feels like they're hearing from a PERSON, not a marketing team.

This skill defines that voice. Either by extracting it from existing content, building it strategically from scratch, or auto-scraping a URL to analyze a brand's public presence.

For output formatting, see /cmo rules/output-format.md.

On Activation

1. Read brand/ context:
   • positioning.md — If available, use market angles to inform voice differentiation. A brand positioned as "the anti-course course" needs a different voice than one positioned as "enterprise-grade."
   • audience.md — If available, tailor vocabulary and tone to the target reader. Technical builders get different language than busy executives.
   • If neither exists, proceed with defaults. Ask the user about their market and audience during the question sequence.
2. Check if ./brand/voice-profile.md already exists:
   • Exists → Update mode: show current profile summary, ask what to change.
   • Does not exist → Proceed to Mode Selection below.
3. Assess the user's request to determine which mode to use (Extract, Build, or Auto-Scrape).

Three Modes

Mode 1: Extract (analyze existing content)

User provides 3-5 pieces of existing content (blog posts, emails, social posts, about page, etc).

The analysis process:

1. Read all provided content -- look for patterns, not individual word choices
2. Identify the voice DNA:
   • Sentence structure (short/punchy vs. flowing/complex)
   • Vocabulary level (everyday vs. technical vs. academic)
   • Emotional register (warm/friendly vs. authoritative vs. irreverent)
   • Perspective (first-person storytelling vs. objective analysis)
   • Rhythm (varies sentence length? staccato? musical?)
3. Map the personality axes (see Voice DNA Framework below)
4. Generate the voice profile
5. Write to ./brand/voice-profile.md

Mode 2: Build (construct from scratch)

No existing content. Build voice strategically through guided questions.

The question sequence:

1. "If your brand were a person at a dinner party, how would they talk?"
2. "Who is your audience? Technical builders, creative professionals, busy executives, everyday consumers, or a mix?"
3. "Name 2-3 brands whose tone you admire (not their product -- their VOICE)."
4. "What words should NEVER appear in your marketing? What feels off-brand?"
5. "Show me something you've written that felt 'right' -- even a Slack message or email."

Mode 3: Auto-Scrape (URL analysis)

User provides a URL. Skill uses Exa MCP to research the brand's public presence.

1. Use Exa MCP to search for the brand's website content, social profiles, and public-facing copy
2. Analyze homepage, about page, social bios, recent posts
3. Extract voice patterns using the same DNA framework as Mode 1
4. Present findings and ask user to confirm/adjust
5. Generate voice profile

Mode Selection

Not sure which mode? Here's the decision tree:

• Have 3+ pieces of existing content (blog posts, emails, landing pages) → Mode 1: Extract
• Starting fresh with no content → Mode 2: Build via interview
• Have a live website URL → Mode 3: Auto-Scrape

If the brand has both a website AND existing content, prefer Mode 1 (Extract) — it captures the voice the brand already uses, which is more authentic than what a URL scan reveals.

Voice DNA Framework

Every voice maps across these axes:

Personality Spectrum

Rate each 1-10 with brief justification:

• Formal / Casual
• Reserved / Expressive
• Serious / Playful
• Traditional / Progressive
• Complex / Simple
• Cautious / Bold

Voice Markers

Sentence patterns: Average length, variation, structure (simple/compound/fragmented)

Vocabulary: Jargon level (none/light/technical), power words, forbidden words

Perspective: Person (I/we/you), distance (intimate/conversational/professional), authority (peer/mentor/expert/challenger)

The Do/Don't Table

Minimum 5 rows, maximum 10. Specific voice behaviors and example phrases.

Platform Adaptation Table

Output Format

Header

  BRAND VOICE PROFILE
  [Brand/Person Name]
  Generated [Month Day, Year]

Content

1. Voice Summary (2-3 sentences capturing the essence)
2. Personality Spectrum (rated axes)
3. Voice Markers (sentence patterns, vocabulary, perspective)
4. The Do/Don't Table
5. Platform Adaptation Table
6. Sample Copy (3 examples: short social post, email opener, landing page headline)

Files Saved

Write to ./brand/voice-profile.md.

What's Next

  -> /positioning-angles   Find your market angle
  -> /direct-response-copy Write copy in your voice
  -> /content-atomizer     Create social content

File Output Protocol

Write ./brand/voice-profile.md with: last updated, voice summary, personality spectrum, voice markers, do/don't table, platform adaptations, sample copy.

If ./brand/voice-profile.md already exists: Read existing file, show what will change, ask for confirmation before overwriting.

Feedback

After the voice profile is saved and used in at least one downstream skill, collect feedback:

• "How did the voice feel in that [email/post/page]? (a) Nailed it, (b) Close but edited, (c) Off, (d) Haven't used yet"
• For (a) or (b): append what worked to brand/learnings.md with date and skill name.
• For (c): ask what felt wrong, adjust the voice profile, and log the change to brand/learnings.md.

Voice Test Loop (Required)

After generating a voice profile from ANY mode, validate before saving. Full details in references/voice-modes.md.

1. Generate 3 sample paragraphs in the brand's voice: email opening, social post, landing page hero.
2. Present with options: (1) Nails it → save, (2) Close but needs adjustment → ask what's off, revise, re-test, (3) Not quite right → ask for examples, rebuild relevant sections, re-test.
3. After 3 rounds without confirmation, offer: save current version, one more round, or restart with a different mode.

Never skip this step. Never save a profile without user confirmation.

Anti-Patterns