Market Brand

Brand Voice Analysis and Guidelines Generation

Skill Purpose

Analyze 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.

When to Use

• User wants to understand or document a brand's voice
• User needs brand voice guidelines for a team, freelancers, or agency
• User wants to ensure consistency across marketing channels
• User is rebranding or refining their brand identity
• User wants to compare their brand voice to competitors
• Triggered by /market brand or /market brand

How to Execute

Step 1: Gather Source Material

To analyze a brand's voice, examine content from multiple sources. Prioritize in this order:

Primary Sources (must analyze):

1. Homepage -- The most curated representation of the brand
2. About page -- How the brand describes itself
3. Product/service pages -- How they present their offerings

Secondary Sources (analyze if available):

1. Blog posts (at least 3-5 recent posts)
2. Social media profiles (bio, recent posts, engagement style)
3. Email newsletters (welcome email, recent sends)
4. Customer-facing copy (error messages, onboarding flows, help docs)

Tertiary Sources:

1. Job postings -- Reveals internal culture and values
2. Press releases -- Formal communication style
3. Ad copy -- Paid messaging approach
4. Video scripts or podcast transcripts -- Spoken brand voice

Use 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.

Step 2: Voice Dimension Analysis

Map the brand's voice along four primary dimensions. Each dimension is a spectrum, not a binary.

Dimension 1: Formal Casual

Where does the brand fall on the formality spectrum?

| Signal | Formal | Casual | |---|---|---| | Contractions | Avoids them ("do not", "cannot") | Uses them freely ("don't", "can't") | | Sentence structure | Complex, longer sentences | Short, punchy sentences | | Vocabulary | Professional, industry-standard | Conversational, everyday words | | Greetings | "Dear valued customer" | "Hey there!" | | Pronouns | Third person ("the company", "one") | First/second person ("we", "you") | | Humor | Rare or absent | Frequent, natural | | Slang/colloquialisms | Never | Occasionally or frequently |

Score: 1 (extremely formal) to 10 (extremely casual)

Evidence required: Quote 3-5 specific examples from the source material that support your rating.

Dimension 2: Serious Playful

How much levity does the brand inject into its communication?

| Signal | Serious | Playful | |---|---|---| | Tone | Authoritative, measured | Light-hearted, fun | | Metaphors | Rare, conservative | Creative, unexpected | | Exclamation marks | Rare | Frequent | | Emoji use | Never | Sometimes or often | | Wordplay/puns | Never | Enjoys them | | Error messages | "An error has occurred" | "Oops! Something went sideways" | | Self-deprecation | Never | Occasionally |

Score: 1 (extremely serious) to 10 (extremely playful)

Dimension 3: Technical Simple

How much domain expertise does the brand assume in its audience?

| Signal | Technical | Simple | |---|---|---| | Jargon | Uses industry terms freely | Avoids or explains all jargon | | Acronyms | Uses without definition | Spells out on first use | | Detail level | In-depth explanations | High-level overviews | | Audience assumption | Expert audience | General audience | | Data/statistics | Frequent, detailed | Occasional, simplified | | Examples | Complex, domain-specific | Simple, relatable analogies |

Score: 1 (extremely technical) to 10 (extremely simple)

Dimension 4: Reserved Bold

How much personality and confidence does the brand project?

| Signal | Reserved | Bold | |---|---|---| | Claims | Hedged ("we believe", "may help") | Direct ("we guarantee", "the best") | | Opinions | Neutral, balanced | Strong, opinionated | | Competitive references | Avoids mentioning competitors | Directly compares | | Personality | Professional, understated | Distinctive, memorable | | Promises | Conservative | Ambitious | | Controversy | Avoids | Embraces when aligned with values |

Score: 1 (extremely reserved) to 10 (extremely bold)

Step 3: Tone Spectrum Mapping

Beyond the four dimensions, map how the brand's tone shifts across different contexts:

| Context | Typical Tone | Example | |---|---|---| | Homepage | [Confident/Welcoming/Urgent/etc.] | "[quote from homepage]" | | Product description | [Informative/Persuasive/Technical/etc.] | "[quote]" | | Blog post | [Educational/Conversational/Authoritative/etc.] | "[quote]" | | Social media | [Casual/Engaging/Promotional/etc.] | "[quote]" | | Error/404 page | [Apologetic/Humorous/Helpful/etc.] | "[quote]" | | Email subject lines | [Direct/Curious/Urgent/etc.] | "[quote]" | | CTA buttons | [Action-oriented/Benefit-driven/Urgent/etc.] | "[quote]" | | Customer support | [Empathetic/Professional/Friendly/etc.] | "[quote]" |

Step 4: Brand Personality Framework

Map the brand to one of five core personality archetypes (brands may blend 1-2):

The 5 Archetypes

1. The Authority

• Characteristics: Expert, trustworthy, data-driven, established
• Voice: Confident but not arrogant, educational, precise
• Industries: Finance, healthcare, B2B enterprise, legal, consulting
• Example brands: McKinsey, IBM, Mayo Clinic
• Key phrases: "Research shows...", "Our experts...", "Industry-leading..."

2. The Innovator

• Characteristics: Forward-thinking, disruptive, visionary, tech-savvy
• Voice: Exciting, future-focused, sometimes provocative
• Industries: Tech, SaaS, startups, renewable energy
• Example brands: Tesla, Stripe, Notion
• Key phrases: "Reimagine...", "The future of...", "We're building..."

3. The Friend

• Characteristics: Warm, approachable, helpful, relatable
• Voice: Conversational, empathetic, inclusive, encouraging
• Industries: Consumer products, education, community platforms
• Example brands: Mailchimp, Slack, Duolingo
• Key phrases: "We get it...", "You've got this...", "Here to help..."

4. The Rebel

• Characteristics: Bold, challenging conventions, irreverent, passionate
• Voice: Direct, opinionated, sometimes confrontational, memorable
• Industries: Lifestyle, fitness, creative industries, direct-to-consumer
• Example brands: Nike, Oatly, Cards Against Humanity
• Key phrases: "Stop settling for...", "The truth is...", "We're done with..."

5. The Guide

• Characteristics: Wise, patient, methodical, trustworthy
• Voice: Clear, instructional, supportive, knowledgeable
• Industries: Education, professional development, tools, platforms
• Example brands: HubSpot, Khan Academy, Ahrefs
• Key phrases: "Here's how to...", "Step by step...", "The complete guide to..."

Assessment:

• Primary archetype: [which one and why]
• Secondary archetype: [if applicable]
• Archetype fit: [Strong/Moderate/Weak -- how well does the brand embody this archetype?]

Step 5: Vocabulary Analysis

Identify patterns in the brand's word choices:

Words They Use Frequently

Analyze all source material and identify the 15-20 most characteristic words or phrases. Organize by category:

Action words: (verbs they favor)

• e.g., "build", "scale", "transform", "streamline"

Descriptive words: (adjectives they use)

• e.g., "powerful", "simple", "enterprise-grade", "effortless"

Value words: (words that reflect their values)

• e.g., "transparent", "sustainable", "inclusive", "innovative"

Industry-specific terms:

• e.g., "workflow", "pipeline", "conversion", "engagement"

Words They Avoid

Identify words that are notably absent or that would feel out of character:

• Words that are too casual for the brand (if formal)
• Words that are too technical for the brand (if simple)
• Competitor terminology they deliberately avoid
• Industry cliches they seem to sidestep

Signature Phrases

Does the brand have any recurring phrases, taglines, or linguistic patterns?

• Tagline: [if they have one]
• Recurring phrases: [patterns you notice]
• Linguistic patterns: [e.g., always starts sentences with verbs, uses dashes frequently, favors short paragraphs]

Step 6: Competitor Voice Comparison

Compare the brand's voice to 2-3 key competitors:

Voice Comparison Matrix: | Dimension | [Brand] | Competitor 1 | Competitor 2 | Competitor 3 | |---|---|---|---|---| | Formal <> Casual | X/10 | X/10 | X/10 | X/10 | | Serious <> Playful | X/10 | X/10 | X/10 | X/10 | | Technical <> Simple | X/10 | X/10 | X/10 | X/10 | | Reserved <> Bold | X/10 | X/10 | X/10 | X/10 | | Primary Archetype | [type] | [type] | [type] | [type] |

Differentiation Assessment:

• How distinct is the brand's voice from competitors?
• Where do voices overlap? (potential differentiation opportunity)
• What voice territory is unoccupied in the competitive landscape?
• Specific recommendations for vocal differentiation

Step 7: Consistency Audit

Assess voice consistency across all analyzed channels:

| Channel | Voice Consistency | Notes | |---|---|---| | Homepage | Consistent/Mostly/Inconsistent | [specific observations] | | About page | Consistent/Mostly/Inconsistent | [notes] | | Blog | Consistent/Mostly/Inconsistent | [notes] | | Social media | Consistent/Mostly/Inconsistent | [notes] | | Email | Consistent/Mostly/Inconsistent | [notes] | | Product pages | Consistent/Mostly/Inconsistent | [notes] |

Common Consistency Issues:

• Different writers creating noticeably different tones
• Social media voice drastically different from website
• Formal website copy but casual email newsletters
• Blog content written in a completely different voice than product pages
• Error messages or microcopy that feels off-brand
• Old pages that haven't been updated to match current brand voice

Overall Consistency Score: X/10

Step 8: Brand Messaging Hierarchy

Document the brand's messaging from most distilled to most expanded:

Level 1: Tagline (under 10 words)

The most compressed form of the brand message.

• Current: "[existing tagline or suggested one]"
• Assessment: Does it capture the core value proposition?

Level 2: Value Propositions (1 sentence each)

3-5 core value propositions that support the brand promise.

1. "[Value prop 1]"
2. "[Value prop 2]"
3. "[Value prop 3]"

Level 3: Elevator Pitch (30 seconds / 75 words)

A conversational explanation of what the brand does and why it matters. "[Draft elevator pitch based on analyzed content]"

Level 4: Boilerplate (100-150 words)

The standard "about us" paragraph used in press releases, email signatures, and speaker bios. "[Draft boilerplate based on analyzed content]"

Level 5: Full Brand Story (300-500 words)

The complete narrative of who the brand is, what they stand for, and why they exist.

• Current status: [Exists/Partial/Missing]
• Recommendations for improvement

Step 9: Generate Brand Voice Documentation

Create the comprehensive Do's and Don'ts guide:

Voice Chart

OUR VOICE IS:                    OUR VOICE IS NOT:
--------------------------------------------------
[Characteristic 1]              [Anti-characteristic 1]
e.g., "Confident"               e.g., "Arrogant"

[Characteristic 2]              [Anti-characteristic 2]
e.g., "Helpful"                 e.g., "Condescending"

[Characteristic 3]              [Anti-characteristic 3]
e.g., "Clear"                   e.g., "Dumbed down"

[Characteristic 4]              [Anti-characteristic 4]
e.g., "Bold"                    e.g., "Aggressive"

Writing Do's and Don'ts

DO:

• [Specific writing instruction based on analysis]
• [Example: "Use contractions to sound natural (we're, you'll, it's)"]
• [Example: "Lead with the benefit, not the feature"]
• [Example: "Use active voice in all headlines and CTAs"]
• [Example: "Address the reader directly with 'you' and 'your'"]

DON'T:

• [Specific anti-patterns based on analysis]
• [Example: "Don't use jargon without explaining it"]
• [Example: "Don't use passive voice in calls-to-action"]
• [Example: "Don't use exclamation marks more than once per paragraph"]
• [Example: "Don't start sentences with 'We' -- focus on the customer"]

Step 10: Copy Samples in Identified Voice

Provide 5-8 sample copy pieces written in the identified brand voice so the team has concrete examples to reference:

1. Homepage Headline: "[Sample headline in the brand voice]"

2. Product Description Paragraph: "[Sample product description in the brand voice]"

3. Blog Post Opening: "[Sample blog intro in the brand voice]"

4. Social Media Post: "[Sample social post in the brand voice]"

5. Email Subject Line: "[Sample subject line in the brand voice]"

6. CTA Button Text: "[Sample CTA text in the brand voice]"

7. Error Message: "[Sample error message in the brand voice]"

8. Customer Thank You Message: "[Sample thank you message in the brand voice]"

Output Format

Generate a file called BRAND-VOICE.md with:

# Brand Voice Guidelines
## [Brand Name]
### Analysis Date: [Date]

---

## Voice Summary
[2-3 sentence summary of the brand voice, personality, and key characteristics]

---

## Voice Dimensions

### Formal  Casual: [X/10]
[Evidence and explanation]

### Serious  Playful: [X/10]
[Evidence and explanation]

### Technical  Simple: [X/10]
[Evidence and explanation]

### Reserved  Bold: [X/10]
[Evidence and explanation]

### Visual Voice Map

Formal Casual |----[X]----------------------------------| Serious Playful |--------[X]------------------------------| Technical Simple |------------------[X]--------------------| Reserved Bold |------------[X]--------------------------|

---

## Brand Personality
- Primary Archetype: [Archetype]
- Secondary Archetype: [Archetype]
- [Explanation and evidence]

---

## Tone by Context
| Context | Tone | Example |
|---|---|---|
| [context] | [tone] | "[example]" |

---

## Vocabulary

### Words We Use
[Organized word lists]

### Words We Avoid
[Words that don't fit the brand]

### Signature Phrases
[Recurring patterns and phrases]

---

## Voice Chart
| Our Voice IS | Our Voice IS NOT |
|---|---|
| [trait] | [anti-trait] |

---

## Writing Guidelines

### Do's
- [specific guidelines]

### Don'ts
- [specific anti-patterns]

---

## Brand Messaging Hierarchy

### Tagline
[tagline]

### Value Propositions
1. [value prop]

### Elevator Pitch
[pitch]

### Boilerplate
[boilerplate]

---

## Copy Samples
[8 examples of copy in the brand voice]

---

## Competitor Voice Comparison
[Comparison matrix and differentiation analysis]

---

## Consistency Audit
[Channel-by-channel assessment]
- Overall Consistency Score: [X/10]

---

## Recommendations
### Immediate Actions
1. [recommendation]

### Voice Evolution Opportunities
1. [recommendation]

### Consistency Improvements
1. [recommendation]

Key Principles

• 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.
• Always provide EVIDENCE for every assessment. Don't just say "the brand is casual" -- quote specific examples that prove it.
• 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.
• 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 mess

…

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: zubair-trabzada
• Source: zubair-trabzada/ai-marketing-claude
• License: MIT
• Homepage: https://www.skool.com/aiworkshop

Install and usage instructions live in the source repository linked above.