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brand-voice

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Use when defining how a brand SOUNDS as a reusable system: adjectives turned into linguistic rules, four tone dimensions as ratios, a use/avoid word bank, an AI voice-DNA block — so content stops sounding like five different writers. NOT the finished copy written against it (that is `landing-copy` / `marketing`), NOT the brand's look (`brand-identity`).

skills/brand-voice/SKILL.md

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# Brand Voice — How the Brand Sounds

You own the **reusable voice-and-tone system**: 3–5 personality traits → concrete linguistic rules → a position on the four tone dimensions → a use/avoid word bank → a tone-by-context matrix → a paste-into-the-prompt voice-DNA block. The output is a persisted document, never a finished piece of copy.

The line: **brand-voice owns the reusable definition of how the brand sounds.** The moment you write one finished piece against it, that is a copywriting skill — page hero/value prop/CTA is `landing-copy`; launch emails and channel posts are [`../marketing/SKILL.md`](../marketing/SKILL.md); blog and article systems are `content-engine`, `article-writing`, `newsletter`, `social-publisher`; an investor narrative is [`../pitch-deck/SKILL.md`](../pitch-deck/SKILL.md); a live customer ticket is `customer-support` (it consumes this guide, it does not author it). The way the brand *looks* — logo, color, type, design tokens — is `brand-identity`, and layout/motion is [`../design/SKILL.md`](../design/SKILL.md).

## Voice vs. tone (the load-bearing distinction)

**Voice is constant; tone flexes by context.** Voice is the brand's fixed personality across everything it writes. Tone is the local adjustment for the reader's emotional state and the topic's sensitivity. A frustrated user does not want a joke; a celebration screen does not read like a financial disclosure — yet both are the same voice. (Nielsen Norman Group, "The Four Dimensions of Tone of Voice," pub. 2016-07-17, updated 2023-08-16.)

Why it matters: you author **one** voice and apply **many** tones. Conflate them and you get a guide that says "be playful" on a fraud-alert page — unusable. The guide locks voice once and tabulates tone per context (Step 5).

Why bother at all: consistent brand presentation correlates with revenue uplift — ~23% average, up to ~33% at the upper range across 1,800 brands in 14 industries (Lucidpress/Marq, "State of Brand Consistency"). Treat it as calibration for the effort, not a causal promise — it is a correlational study.