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Defines brand voice attributes, tone shifts, vocabulary, and grammar rules. Use when establishing, auditing, or training on a brand's writing voice.
How this skill is triggered — by the user, by Claude, or both
Slash command
/rampstack-skills:brand-voiceThe summary Claude sees in its skill listing — used to decide when to auto-load this skill
Define how a brand sounds in writing. Document it in a way that anyone (writer, designer, founder, AI assistant) can apply it consistently.
Define how a brand sounds in writing. Document it in a way that anyone (writer, designer, founder, AI assistant) can apply it consistently.
This skill produces a standalone voice document that can either live in the brand style guide or feed into it.
content-and-copy)brand-identity)brand-style-guide, which incorporates voice)brand-ideation)Voice has four layers, stacked. Each layer constrains the one below it.
The constants. The personality traits that define how the brand sounds across every context.
Pick 3 to 5 attributes. Pair each with what it is NOT (the failure mode if overdone).
Common attribute pairings (NOT a menu - generate your own):
The "not" half is what saves writers from overshooting. "Confident" alone produces swagger. "Confident, not arrogant" tells writers where the line is.
Voice is constant. Tone adapts to context.
Map the major contexts the brand writes in. For each, document how voice expresses differently.
Common contexts:
| Context | Tone shift |
|---|---|
| Onboarding | Warmer, more enthusiastic, slightly slower pace |
| Hero / marketing | Confident, signature voice fully on |
| Product copy / UX | Direct, helpful, brief |
| Error messages | Calm, matter-of-fact, no apology theater |
| Success states | Brief celebration, redirect to next action |
| Empty states | Helpful, slightly playful, suggest action |
| 404 / not found | Self-aware, light, points the way home |
| Account deletion / cancellation | Quiet, respectful, no jokes |
| Pricing | Direct, transparent, confidence-inspiring |
| Legal / TOS | Plain language version sits next to the legal version |
| Support / help center | Patient, thorough, no condescension |
| Crisis communication | Calm, factual, accountable |
| Product announcements | Excited but not breathless |
| Email subject lines | Specific, never click-bait |
Voice stays consistent across all of these. Tone is what shifts.
The granular dial settings.
Vocabulary preferences:
Grammar and style:
Voice is taught through examples, not rules. Build a library.
For each major content type, show:
Common content types to cover:
Aim for 15 to 25 paired examples. This is the most-used part of the voice doc in practice.
references/voice-document-template.md.Default output is a markdown document at voice.md in the brand folder. Sections:
This doc can stand alone or feed into brand-style-guide.
references/voice-document-template.md - Fillable template.references/voice-frameworks.md - Detailed walkthrough of the Nielsen Norman 4 dimensions, Jung archetypes, and the "we are X not Y" approach.npx claudepluginhub rampstackco/claude-skills --plugin rampstack-skillsDefines a brand's tone, vocabulary, and communication style for consistent copy across marketing, product, and support. Provides steps from auditing to documenting voice rules.
Provides brand voice and verbal identity frameworks including Bloomstein's BrandSort, Nielsen Norman Group's Four Dimensions of Tone, Aaker's Brand Personality, the "this but not that" technique, tone adaptation matrices, and voice documentation templates. Auto-activates during brand voice development, verbal identity work, and tone guidelines creation. Use when discussing brand voice, verbal identity, tone of voice, voice guidelines, brand personality traits, BrandSort, message architecture, Margot Bloomstein, Nick Parker, four dimensions of tone, this but not that, or tone matrix.
Creates or adapts a machine-readable TONE.md brand voice guide via discovery, voice definition, and channel modulation. For building brand voice infrastructure consumed by downstream content skills.