Apply and enforce brand voice, style guide, and messaging pillars across content. Use when reviewing content for brand consistency, documenting a brand voice, adapting tone for different audiences, or checking terminology and style guide compliance.
Applies brand voice and style guidelines to ensure consistent messaging across all content.
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Frameworks for documenting, applying, and enforcing brand voice and style guidelines across marketing content.
A complete brand voice document should cover these areas. Use this framework to help users define their brand voice or to understand an existing brand voice configuration.
Define the brand as if it were a person. What are its defining traits?
Example: "If our brand were a person, they would be a knowledgeable colleague who explains complex things simply, celebrates your wins genuinely, and never talks down to you."
Select 3-5 attributes that define how the brand communicates. Each attribute should be defined with:
How the voice adapts across contexts while remaining recognizably the same brand.
Specific grammar, formatting, and language rules. See the Style Guide Enforcement section below.
Preferred and avoided terms. See the Terminology Management section below.
When defining brand voice, it helps to position attributes on a spectrum. Here are common attribute spectrums:
| Spectrum | One End | Other End |
|---|---|---|
| Formality | Formal, institutional | Casual, conversational |
| Authority | Expert, authoritative | Peer-level, collaborative |
| Emotion | Warm, empathetic | Direct, matter-of-fact |
| Complexity | Technical, precise | Simple, accessible |
| Energy | Bold, energetic | Calm, measured |
| Humor | Playful, witty | Serious, earnest |
| Innovation | Cutting-edge, forward-looking | Established, proven |
For each chosen attribute, document it in this format:
[Attribute name]
Example:
Approachable
The brand voice stays consistent, but tone adapts to context. Tone is the emotional inflection applied to the voice.
| Channel | Tone Adaptation | Example |
|---|---|---|
| Blog | Informative, conversational, educational | "Let's walk through how this works and why it matters for your team." |
| Social media (LinkedIn) | Professional, thought-provoking, concise | "Three things we learned from running 50 campaigns this quarter." |
| Social media (Twitter/X) | Punchy, direct, sometimes witty | "Your landing page has 3 seconds. Make them count." |
| Email marketing | Personal, helpful, action-oriented | "We put together something we think you'll find useful." |
| Sales collateral | Confident, benefit-driven, specific | "Teams using our platform reduce reporting time by 40%." |
| Support/Help docs | Clear, patient, step-by-step | "If you see this error, here's how to fix it." |
| Press release | Formal, factual, newsworthy | "The company today announced the launch of..." |
| Error messages | Empathetic, helpful, blame-free | "Something went wrong on our end. We're looking into it." |
| Situation | Tone Adaptation |
|---|---|
| Product launch | Excited, confident, forward-looking |
| Incident or outage | Transparent, empathetic, accountable |
| Customer success story | Celebratory, specific, crediting the customer |
| Thought leadership | Authoritative, nuanced, evidence-based |
| Onboarding | Welcoming, encouraging, clear |
| Bad news (price increase, deprecation) | Honest, respectful, solution-oriented |
| Competitive comparison | Confident but fair, fact-based, not disparaging |
The voice attributes remain fixed. Tone dials them up or down based on context. For example, if a brand is "bold and warm":
Document and enforce these choices consistently:
| Rule | Options | Example |
|---|---|---|
| Oxford comma | Yes / No | "fast, reliable, and secure" vs. "fast, reliable and secure" |
| Sentence case vs. title case (headings) | Sentence / Title | "How to get started" vs. "How to Get Started" |
| Contractions | Use / Avoid | "we're" vs. "we are" |
| Em dash spacing | No spaces / Spaces | "this—and more" vs. "this — and more" |
| Numbers | Spell out 1-9, numerals 10+ / Always numerals | "five features" vs. "5 features" |
| Percent | % / percent | "50%" vs. "50 percent" |
| Date format | Month DD, YYYY / DD/MM/YYYY / etc. | "January 15, 2025" |
| Time format | 12-hour / 24-hour | "3:00 PM" vs. "15:00" |
| Lists | Periods / No periods on fragments | "Set up your account." vs. "Set up your account" |
Maintain a list of preferred terms and their incorrect alternatives:
| Use This | Not This | Notes |
|---|---|---|
| sign up (verb) | signup (verb) | "signup" is the noun form |
| log in (verb) | login (verb) | "login" is the noun/adjective form |
| set up (verb) | setup (verb) | "setup" is the noun/adjective form |
| No hyphen | ||
| website | web site | One word |
| data is (singular) | data are | Unless the publication requires plural |
Expert guidance for Next.js Cache Components and Partial Prerendering (PPR). **PROACTIVE ACTIVATION**: Use this skill automatically when working in Next.js projects that have `cacheComponents: true` in their next.config.ts/next.config.js. When this config is detected, proactively apply Cache Components patterns and best practices to all React Server Component implementations. **DETECTION**: At the start of a session in a Next.js project, check for `cacheComponents: true` in next.config. If enabled, this skill's patterns should guide all component authoring, data fetching, and caching decisions. **USE CASES**: Implementing 'use cache' directive, configuring cache lifetimes with cacheLife(), tagging cached data with cacheTag(), invalidating caches with updateTag()/revalidateTag(), optimizing static vs dynamic content boundaries, debugging cache issues, and reviewing Cache Component implementations.
Creating algorithmic art using p5.js with seeded randomness and interactive parameter exploration. Use this when users request creating art using code, generative art, algorithmic art, flow fields, or particle systems. Create original algorithmic art rather than copying existing artists' work to avoid copyright violations.