Stats
Actions
Tags
From marketing
Define or extract a consistent brand voice that other skills can use. Two modes - Extract (analyze existing content you're proud of) or Build (strategically construct a voice from scratch). Use when starting a project, when copy sounds generic, or when output needs to sound like a specific person/brand. Triggers on: what's my voice, analyze my brand, help me define my voice, make this sound like me, voice guide, brand personality. Outputs a voice profile that can be fed into direct-response-copy and other content skills.
How this skill is triggered — by the user, by Claude, or both
Slash command
/marketing:brand-voiceThe summary Claude sees in its skill listing — used to decide when to auto-load this skill
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.
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 or building it strategically from scratch.
Create a voice profile that other skills can reference to produce on-brand output.
The profile should be specific enough that anyone (human or AI) could read it and write in a way that sounds consistent with the brand.
Output format: A voice profile document containing:
Use when: They have existing content they're proud of—website copy, emails, social posts, newsletters, videos transcripts.
Process: Analyze the content for patterns, then codify what makes it distinctive.
Use when: Starting fresh, existing content is weak/generic, or they want to evolve their voice strategically.
Process: Ask strategic questions, then construct a voice aligned with their identity, audience, and positioning.
How to choose:
Ask: "Do you have existing content that represents how you want to sound?"
Request 3-5 pieces of content they consider "most them":
1. Tone patterns
2. Vocabulary patterns
3. Rhythm patterns
4. Structural patterns
5. Personality signals
6. POV patterns
After analysis, produce the voice profile (format below).
Identity:
Audience: 5. Who are you talking to? (Be specific) 6. What tone resonates with them? (What do they respond to?) 7. What would make them trust you? What would turn them off?
Positioning: 8. Are you the expert, the peer, the rebel, the guide, the insider? 9. Where do you sit on accessible ↔ exclusive? 10. Where do you sit on approachable ↔ authoritative?
Aspiration: 11. Name 2-3 brands or people whose voice you admire. What specifically do you like about how they communicate? 12. What do you explicitly NOT want to sound like?
Practical: 13. Any words or phrases that are signature to you? 14. Any words or phrases you hate or want to avoid? 15. How do you feel about humor? Profanity? Hot takes?
From the answers, construct voice profile:
# [Brand/Person Name] Voice Profile
## Voice Summary
[2-3 sentences capturing the essence. What does this voice FEEL like to encounter?]
## Core Personality Traits
- **[Trait 1]:** [What this means in practice]
- **[Trait 2]:** [What this means in practice]
- **[Trait 3]:** [What this means in practice]
- **[Trait 4]:** [What this means in practice]
## Tone Spectrum
| Dimension | Position | Notes |
|-----------|----------|-------|
| Formal ↔ Casual | [e.g., "Casual, but not sloppy"] | [specifics] |
| Serious ↔ Playful | [e.g., "Mostly serious, occasional wit"] | [specifics] |
| Reserved ↔ Bold | [e.g., "Bold, makes strong claims"] | [specifics] |
| Simple ↔ Sophisticated | [e.g., "Simple words, sophisticated ideas"] | [specifics] |
| Warm ↔ Direct | [e.g., "Direct but not cold"] | [specifics] |
## Vocabulary
**Words/phrases to USE:**
- [word/phrase] — [why/when]
- [word/phrase] — [why/when]
- [signature phrases if any]
**Words/phrases to AVOID:**
- [word/phrase] — [why]
- [word/phrase] — [why]
- [AI-sounding words to skip]
**Jargon level:** [Heavy / Moderate / Light / Translated]
**Profanity:** [Yes / Occasional / Never]
## Rhythm & Structure
**Sentences:** [e.g., "Mix of short punchy (3-5 words) and medium (10-15 words). Rarely long."]
**Paragraphs:** [e.g., "Short. 1-3 sentences max. Lots of white space."]
**Openings:** [e.g., "Often starts with bold statement or direct challenge. Rarely asks questions."]
**Formatting:** [e.g., "Uses headers. Bulleted lists. Bold for emphasis. Minimal emojis."]
## POV & Address
**First person:** [I / We / Mix]
**Reader address:** [You / Direct name / Folks / Friends / etc.]
**Relationship stance:** [Teacher / Peer / Guide / Insider / Rebel]
## Example Phrases
**On-brand (sounds like us):**
- "[Example phrase]"
- "[Example phrase]"
- "[Example phrase]"
**Off-brand (doesn't sound like us):**
- "[Example phrase]" — [why it's wrong]
- "[Example phrase]" — [why it's wrong]
- "[Example phrase]" — [why it's wrong]
## Do's and Don'ts
**DO:**
- [specific guidance]
- [specific guidance]
- [specific guidance]
**DON'T:**
- [specific guidance]
- [specific guidance]
- [specific guidance]
Website copy, 10 tweets, 3 newsletter editions from a SaaS founder
# Marc Lou Voice Profile
## Voice Summary
Sounds like a friend who's been in the trenches, figured some things out, and is sharing what actually worked—not what should work in theory. Self-deprecating but confident. Casual but sharp. Makes you feel like you're getting the real story, not the polished version.
## Core Personality Traits
- **Self-deprecating confidence:** Admits failures freely ("I believed I was Mark Zuckerberg") but backs claims with specific results. Not arrogant, but clearly knows what works.
- **Builder energy:** Everything framed around shipping, making, creating. Impatient with theory. Values speed and action.
- **Radical transparency:** Shares real numbers ($45K/month), real failures (0 users), real timelines. Nothing hidden.
- **Accessible expertise:** Knows a lot but explains simply. Never talks down. Peer, not guru.
## Tone Spectrum
| Dimension | Position | Notes |
|-----------|----------|-------|
| Formal ↔ Casual | Very casual | Contractions, fragments, emoji |
| Serious ↔ Playful | Playful with serious points | Humor to disarm, but real substance |
| Reserved ↔ Bold | Bold | Strong claims, specific numbers, no hedging |
| Simple ↔ Sophisticated | Simple | Short words, clear sentences |
| Warm ↔ Direct | Direct but warm | Friendly but doesn't waste words |
## Vocabulary
**Words/phrases to USE:**
- "Ship" — core action verb
- "Madman" — intensity descriptor ("shipped like a madman")
- Specific numbers always ($45K, 16 startups, 2 years)
- "Hey, it's [name] 👋" — signature opener
**Words/phrases to AVOID:**
- "Comprehensive" / "robust" / corporate speak
- "I think" / "maybe" / hedging language
- "Passionate about" / empty descriptors
- Anything that sounds like a LinkedIn post
**Jargon level:** Light — uses "MRR" but explains concepts simply
**Profanity:** Occasional, casual (not aggressive)
## Rhythm & Structure
**Sentences:** Short. Punchy. Often fragments. Longest sentences are lists.
**Paragraphs:** 1-2 sentences. Lots of breathing room.
**Openings:** Personal intro ("Hey, it's Marc 👋") or bold claim.
**Formatting:** Minimal headers. Emoji as punctuation. Numbers stand out.
## POV & Address
**First person:** I (never "we" unless referring to a group)
**Reader address:** You, direct
**Relationship stance:** Peer who's slightly ahead. "I was where you are."
## Example Phrases
**On-brand:**
- "I shipped 16 startups in 2 years. Now I'm happy and earn $45,000 a month."
- "If you could, you would have already. 🤷🏻"
- "I believed I was Mark Zuckerberg, built a startup for 1 year, and got 0 users."
**Off-brand:**
- "Our comprehensive solution helps entrepreneurs optimize their workflow." — Corporate, vague, no personality
- "I'm passionate about helping founders succeed." — Empty, cliché
- "It might potentially help some people in certain situations." — Hedge-y, weak
## Do's and Don'ts
**DO:**
- Lead with specific results and real numbers
- Admit failures and mistakes openly
- Write like you're texting a smart friend
- Use emoji sparingly but naturally
- Keep paragraphs short
**DON'T:**
- Hedge or qualify statements unnecessarily
- Use corporate or marketing-speak
- Write long paragraphs
- Hide behind "we" when you mean "I"
- Sound like you're trying to impress
New coaching business. Personality: direct, warm, no-BS. Audience: overwhelmed entrepreneurs. Positioning: experienced peer, not guru. Admires: Sahil Bloom's clarity, James Clear's simplicity. Hates: hustle culture, fake positivity.
# [Coach Name] Voice Profile
## Voice Summary
The supportive friend who's direct enough to tell you what you need to hear, not what you want to hear. Warm but efficient. Experienced but not preachy. Makes complex things simple without dumbing them down. Anti-hustle, pro-sustainable success.
## Core Personality Traits
- **Warm directness:** Cares about you AND will tell you straight. No toxic positivity, no harsh criticism. Honest but kind.
- **Calm confidence:** Been through it, figured things out. Doesn't need to prove anything. Shares from experience, not theory.
- **Simplifier:** Takes complicated concepts and makes them actionable. Values clarity over cleverness.
- **Anti-hustle:** Success doesn't require suffering. Sustainable beats unsustainable. Rest is productive.
## Tone Spectrum
| Dimension | Position | Notes |
|-----------|----------|-------|
| Formal ↔ Casual | Casual-professional | Warm, approachable, but not sloppy |
| Serious ↔ Playful | Mostly serious | Occasional lightness, but grounded |
| Reserved ↔ Bold | Measured bold | Clear opinions, not aggressive |
| Simple ↔ Sophisticated | Simple | Everyday words, accessible |
| Warm ↔ Direct | Both | Direct message, warm delivery |
## Vocabulary
**Words/phrases to USE:**
- "Here's the thing" — transition into real talk
- "What actually works" — contrast to theory/hype
- "Sustainable" — key value
- "You don't have to" — permission-giving
- Specific but not hypey numbers
**Words/phrases to AVOID:**
- "Hustle" / "grind" / "crush it"
- "10x" / "scale" / growth-bro language
- "Just" (minimizing: "just do this")
- "Amazing" / "incredible" / empty superlatives
- "Rise and grind" / hustle culture phrases
**Jargon level:** Very light — explains everything in plain language
**Profanity:** Rare, only for emphasis
## Rhythm & Structure
**Sentences:** Medium length. Flows conversationally. Short sentences for emphasis.
**Paragraphs:** 2-4 sentences. Enough room to develop a thought.
**Openings:** Often reframes a problem. "Most advice about X tells you to Y. But here's what actually works."
**Formatting:** Clean. Some bold for emphasis. Occasional bullet points. Minimal emoji.
## POV & Address
**First person:** I (personal, not hiding behind "we")
**Reader address:** You, direct and personal
**Relationship stance:** Experienced peer. Been there, found a path, sharing it.
## Example Phrases
**On-brand:**
- "You don't have to burn out to build something meaningful."
- "Here's the thing about productivity advice: most of it assumes you have unlimited energy. You don't."
- "I tried the hustle approach for 3 years. It worked—until it didn't. Here's what I do instead."
**Off-brand:**
- "Ready to 10x your productivity and CRUSH your goals?!" — Hustle culture, hype-y
- "In this comprehensive guide, you'll learn..." — Corporate, distant
- "Just wake up at 5am!" — Oversimplified, "just" minimizes difficulty
## Do's and Don'ts
**DO:**
- Acknowledge their struggle is real
- Offer permission to do less/differently
- Share what you actually do, not what sounds good
- Keep it simple and actionable
- Speak as a peer who's further down the same path
**DON'T:**
- Promise unrealistic results
- Use hustle/grind language
- Talk down to them
- Overcomplicate with jargon
- Sound like a motivational poster
The voice profile becomes an INPUT to other skills:
direct-response-copy + voice profile: "Write landing page copy for [product]. Use the attached voice profile to match tone, vocabulary, and style."
lead-magnet + voice profile: "Generate lead magnet concepts for [business]. The hook and framing should align with this voice profile."
email sequences, social posts, long-form content: All can reference the voice profile to maintain consistency.
The workflow:
Voice isn't static. Revisit the profile when:
A good voice profile passes this test:
If any answer is no, the profile needs more specificity.
npx claudepluginhub 0xobat/claude-skills --plugin marketingExtracts, codifies, and replicates brand voice from sample copy. Auto-activates on copywriting tasks to protect client tone from generic AI prose.
Defines brand voice using NN/g four dimensions, Aaker brand personality, and Jung archetypes. Outputs scored dimensions, vocabulary lists, and on-brand/off-brand examples for voice guidelines.
Defines brand voice attributes, tone shifts, vocabulary, and grammar rules. Use when establishing, auditing, or training on a brand's writing voice.