brand-voice
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ChineseBrand Voice Skill
Brand Voice Skill
Frameworks for documenting, applying, and enforcing brand voice and style guidelines across marketing content.
用于在营销内容中记录、应用和强化品牌调性与风格指南的框架。
Brand Voice Documentation Framework
品牌调性文档框架
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.
一份完整的品牌调性文档应涵盖以下领域。使用此框架帮助用户定义自身品牌调性，或理解现有品牌调性配置。
1. Brand Personality
1. 品牌人格
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."
将品牌拟人化。它的核心特质是什么？
示例："如果我们的品牌是一个人，那他会是一位知识渊博的同事，能把复杂的事情简单化解释，真诚地为你的成功喝彩，且永远不会居高临下地和你说话。"
2. Voice Attributes
2. 调性属性
Select 3-5 attributes that define how the brand communicates. Each attribute should be defined with:
- What it means in practice
- What it does NOT mean (to prevent misinterpretation)
- An example demonstrating the attribute
选择3-5个定义品牌沟通方式的属性。每个属性应包含：
- 实际含义
- 非含义（避免误解）
- 展示该属性的示例
3. Audience Awareness
3. 受众认知
- Who the brand is speaking to (primary and secondary audiences)
- What the audience cares about
- What level of expertise the audience has
- How the audience expects to be addressed
- 品牌沟通的对象（主要和次要受众）
- 受众关心的内容
- 受众的专业水平
- 受众期望的沟通方式
4. Core Messaging Pillars
4. 核心信息支柱
- 3-5 key themes the brand consistently communicates
- The hierarchy of these messages (which comes first)
- How each pillar connects to audience needs
- 品牌持续传递的3-5个关键主题
- 这些信息的优先级顺序（哪个放在首位）
- 每个支柱如何与受众需求关联
5. Tone Spectrum
5. 语气范围
How the voice adapts across contexts while remaining recognizably the same brand.
品牌调性如何在不同场景下调整，同时保持辨识度。
6. Style Rules
6. 风格规则
Specific grammar, formatting, and language rules. See the Style Guide Enforcement section below.
具体的语法、格式和语言规则。请参阅下方的风格指南执行部分。
7. Terminology
7. 术语规范
Preferred and avoided terms. See the Terminology Management section below.
首选和需避免的术语。请参阅下方的术语管理部分。
Voice Attributes
调性属性
Common Voice Attribute Pairs
常见调性属性维度
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 |
定义品牌调性时，将属性置于维度上会有所帮助。以下是常见的属性维度：
| 维度 | 一端 | 另一端 |
|---|---|---|
| 正式度 | 正式、官方化 | 随意、口语化 |
| 权威性 | 专业、权威 | 同辈、协作式 |
| 情感化 | 温暖、共情 | 直接、实事求是 |
| 复杂度 | 技术化、精准 | 简洁、易懂 |
| 活力感 | 大胆、有活力 | 冷静、沉稳 |
| 幽默感 | 有趣、诙谐 | 严肃、认真 |
| 创新性 | 前沿、前瞻性 | 成熟、已验证 |
Defining an Attribute
属性定义格式
For each chosen attribute, document it in this format:
[Attribute name]
- We are: [what this means in practice]
- We are not: [common misinterpretation to avoid]
- This sounds like: [example sentence demonstrating the attribute]
- This does NOT sound like: [example sentence violating the attribute]
Example:
Approachable
- We are: friendly, clear, jargon-free, welcoming to beginners and experts alike
- We are not: dumbed-down, overly casual, or lacking substance
- This sounds like: "Here's how to get started — it takes about five minutes."
- This does NOT sound like: "Yo! This is super easy, even a noob can do it lol."
对于每个选定的属性，请按以下格式记录：
[属性名称]
- 我们是：[实际含义]
- 我们不是：[需避免的常见误解]
- 正面示例：[展示该属性的句子示例]
- 反面示例：[违反该属性的句子示例]
示例：
平易近人
- 我们是：友好、清晰、无行话，对新手和专家一视同仁
- 我们不是：内容简化过度、过于随意或缺乏实质内容
- 正面示例："这是入门指南——大约需要5分钟。"
- 反面示例："哟！这超简单，连小白都能搞定哈哈。"
Tone Adaptation Across Channels and Contexts
跨渠道与场景的语气适配
The brand voice stays consistent, but tone adapts to context. Tone is the emotional inflection applied to the voice.
品牌调性保持一致，但语气会根据场景调整。语气是赋予调性的情感色彩。
Tone by Channel
按渠道调整语气
| 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." |
| 渠道 | 语气调整 | 示例 |
|---|---|---|
| 博客 | 信息丰富、口语化、具有教育性 | "让我们一步步了解它的工作原理，以及这对您的团队为何重要。" |
| 社交媒体（LinkedIn） | 专业、引人深思、简洁 | "本季度运行50个活动后，我们学到了三件事。" |
| 社交媒体（Twitter/X） | 有力、直接、有时带点诙谐 | "您的着陆页只有3秒时间。请充分利用。" |
| 电子邮件营销 | 个性化、实用、行动导向 | "我们整理了一些我们认为您会觉得有用的内容。" |
| 销售素材 | 自信、以利益为导向、具体 | "使用我们平台的团队将报告时间减少了40%。" |
| 支持/帮助文档 | 清晰、耐心、分步指导 | "如果您遇到此错误，请按以下步骤修复。" |
| 新闻稿 | 正式、事实性、具有新闻价值 | "公司今日宣布推出……" |
| 错误提示 | 共情、实用、无指责 | "我们这边出了点问题。我们正在排查。" |
Tone by Situation
按场景调整语气
| 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 |
| 场景 | 语气调整 |
|---|---|
| 产品发布 | 兴奋、自信、前瞻性 |
| 事件或故障 | 透明、共情、负责任 |
| 客户成功案例 | 庆祝性、具体、归功于客户 |
| 思想领导力 | 权威、有深度、基于证据 |
| 新用户引导 | 热情、鼓励、清晰 |
| 坏消息（涨价、功能下线） | 诚实、尊重、解决方案导向 |
| 竞品对比 | 自信但公平、基于事实、不贬低对手 |
Tone Adaptation Rule
语气适配规则
The voice attributes remain fixed. Tone dials them up or down based on context. For example, if a brand is "bold and warm":
- In a product launch, dial up boldness
- In an incident response, dial up warmth
- Neither attribute disappears; the balance shifts
调性属性保持固定。语气根据场景调整属性的强弱。例如，如果品牌调性是"大胆且温暖"：
- 在产品发布时，加大"大胆"的比重
- 在事件响应时，加大"温暖"的比重
- 两个属性都不会消失，只是平衡发生变化
Style Guide Enforcement
风格指南执行
Grammar and Mechanics
语法与格式规范
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" |
持续记录并执行以下选择：
| 规则 | 选项 | 示例 |
|---|---|---|
| 牛津逗号 | 是/否 | "快速、可靠且安全" vs "快速、可靠和安全" |
| 标题格式（句首大写 vs 标题大小写） | 句首大写/标题大写 | "How to get started" vs "How to Get Started" |
| 缩略语 | 使用/避免 | "we're" vs "we are" |
| 破折号空格 | 无空格/有空格 | "this—and more" vs "this — and more" |
| 数字写法 | 1-9拼写，10+用数字/全部用数字 | "five features" vs "5 features" |
| 百分比写法 | %/percent | "50%" vs "50 percent" |
| 日期格式 | 月 日, 年/日/月/年 等 | "January 15, 2025" |
| 时间格式 | 12小时制/24小时制 | "3:00 PM" vs "15:00" |
| 列表项标点 | 完整句加句号/片段不加句号 | "Set up your account." vs "Set up your account" |
Formatting Conventions
格式规范
- Heading hierarchy (when to use H1, H2, H3)
- Bold and italic usage (bold for emphasis, italic for titles/terms)
- Link text (descriptive vs. "click here" — always descriptive)
- Image alt text requirements
- Code formatting (for technical brands)
- Callout or highlight box usage
- 标题层级（何时使用H1、H2、H3）
- 粗体和斜体的用法（粗体用于强调，斜体用于标题/术语）
- 链接文本（描述性文本 vs "点击这里" — 始终使用描述性文本）
- 图片替代文本要求
- 代码格式（针对技术品牌）
- 提示框或高亮框的用法
Punctuation and Emphasis
标点与强调
- Exclamation mark policy (limited use, never more than one)
- Ellipsis usage (avoid in most professional contexts)
- ALL CAPS policy (avoid; use bold for emphasis instead)
- Emoji usage by channel (professional channels: minimal or none; social: where appropriate)
- 感叹号使用规则（限制使用，最多一个）
- 省略号用法（避免在大多数专业场景中使用）
- 全大写规则（避免使用；改用粗体强调）
- 表情符号按渠道使用规则（专业渠道：极少或不使用；社交渠道：酌情使用）
Terminology Management
术语管理
Preferred Terms
首选术语
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 |
维护首选术语及其错误替代词的列表：
| 使用此术语 | 避免使用 | 说明 |
|---|---|---|
| sign up（动词） | signup（动词） | "signup"是名词形式 |
| log in（动词） | login（动词） | "login"是名词/形容词形式 |
| set up（动词） | setup（动词） | "setup"是名词/形容词形式 |
| 无连字符 | ||
| website | web site | 单字形式 |
| data is（单数） | data are | 除非出版物要求用复数 |
Product and Feature Names
产品与功能名称
- Official capitalization for product names
- When to use the full product name vs. shorthand
- Whether to use "the" before product names
- How to handle versioning in copy
- Trademark and registration symbols (when required and when to omit)
- 产品名称的官方大小写规范
- 何时使用完整产品名称 vs 缩写
- 是否在产品名称前加"the"
- 文案中如何处理版本号
- 商标和注册符号（何时需要使用，何时可以省略）
Inclusive Language
包容性语言
- Use gender-neutral language (they/them for unknown individuals)
- Avoid ableist language ("crazy", "blind spot", "lame")
- Use person-first language where appropriate
- Avoid culturally specific idioms that may not translate
- Use "simple" or "straightforward" instead of "easy" (what is easy varies by person)
- 使用性别中立语言（对未知个体使用"他们/她们"）
- 避免歧视性语言（如"疯狂的"、"盲区"、"蹩脚的"）
- 酌情使用以人为本的语言
- 避免可能无法翻译的特定文化习语
- 用"简单"或"直白"代替"容易"（对不同的人来说，"容易"的定义不同）
Industry Jargon Management
行业行话管理
- Define which technical terms the audience understands without explanation
- List jargon that should always be defined or replaced with plain language
- Specify which acronyms need to be spelled out on first use
- Audience-specific glossary for terms that mean different things to different readers
- 定义受众无需解释就能理解的技术术语
- 列出应始终定义或用通俗语言替代的行话
- 指定首次使用时需要拼写全拼的缩写
- 为对不同读者有不同含义的术语准备受众特定词汇表
Competitor and Category Terms
竞品与品类术语
- How to refer to your product category (use your preferred framing)
- How to refer to competitors (by name or generically)
- Terms competitors have coined that you should avoid (to prevent reinforcing their positioning)
- Your preferred differentiation language
- 如何指代你的产品品类（使用你偏好的表述）
- 如何指代竞品（按名称或通用指代）
- 应避免使用的竞品创造的术语（防止强化其定位）
- 你偏好的差异化语言