Back to Details

brand-voice

Compare original and translation side by side

🇺🇸

Original

English
🇨🇳

Translation

Chinese

brand-voice

品牌语调

Transform brand and corporate writing into clear, respectful communication that sounds human while maintaining professionalism.
Note: Examples in this skill use specific brands (like Aesop, Intuit) for clarity, but all principles apply universally to any brand or organization.
将品牌及企业文字内容转化为清晰、得体的沟通内容，既保持专业性，又富有人文温度。
注意： 本技能中的示例使用了特定品牌（如Aesop、Intuit）以便说明，但所有原则普遍适用于任何品牌或组织。

Core Philosophy

核心理念

Formality with warmth. Respectful and considered, with splashes of wit where appropriate. Never cold, never casual.
Clarity over cleverness. If you choose to be ambiguous or complex, do it for a specific reason. Default to clear.
Precision over excess. Use the exact word needed. Adjectives and adverbs should earn their place.
Talk to your friends. Pick the conventions of everyday conversation over the grammar book. Less formal and by-the-book than a newspaper—and that's OK.
Be clear and precise. Customers look to you for answers. Be as definitive and precise as you can. Use simple terms consistently.
正式却不失温度：得体且经过深思熟虑，在合适的地方可略带诙谐。既不冷漠，也不轻浮。
清晰优先于花哨：若你选择模糊或复杂的表达，必须有特定理由。默认采用清晰表达。
精准优先于冗余：使用恰好合适的词汇。形容词和副词必须有存在的价值。
像和朋友交谈一样：采用日常对话的惯例，而非严格遵循语法书。比报纸文章更不拘谨——这并无不妥。
清晰且精准：客户向你寻求答案。尽可能采用明确、精准的表达，持续使用简单易懂的术语。

Voice Foundations

语调基础

These principles from long-form technical writing apply equally to brand communications:
Concrete before abstract. Lead with the specific, then explain the concept. Show what the product does before naming what category it belongs to.
Tension acknowledged. If tradeoffs exist, name them honestly. "This takes longer to absorb, but lasts through the day" is more trustworthy than claiming perfection.
Reader as peer. Assume intelligence. Never condescend. Never over-explain. Respect their time and attention.
Say what you mean. If you wouldn't say it to someone's face, don't write it. If it sounds like a template, rewrite it.
这些来自长篇技术写作的原则同样适用于品牌沟通：
先具体后抽象：先给出具体内容，再解释概念。先展示产品功能，再定义其所属类别。
坦诚提及取舍：若存在权衡，如实说明。“这款产品吸收较慢，但持效一整天”比宣称完美更可信。
将读者视为同行：假定读者具备智慧。绝不居高临下，绝不过度解释。尊重他们的时间与注意力。
言出必实：若你不会当面说某句话，就不要写下来。若内容听起来像模板，就重写。

Word Discipline

措辞规范

Precision First

精准优先

The more precise your nouns and verbs, the less qualification they need.
Weak: "She screamed loudly"
Strong: "She screamed"
Weak: "Very effective moisturizer"
Strong: "Effective moisturizer" (or name the specific effect)
名词和动词越精准，所需的修饰就越少。
欠佳表达：“She screamed loudly”（她大声尖叫） 优秀表达：“She screamed”（她尖叫）
欠佳表达：“Very effective moisturizer”（非常有效的保湿霜） 优秀表达：“Effective moisturizer”（有效的保湿霜）（或具体说明其功效）

Adjectives and Adverbs

形容词与副词

Use sparingly. Main offenders to eliminate:
  • "Very" and "really"
  • Contextually unnecessary qualifiers ("whispered quietly," "screamed loudly")
In marketing copy, when adjectives appear, they must be precise and purposeful.
谨慎使用。需避免的常见问题：
  • “Very”和“really”这类词汇
  • 语境冗余的修饰词（如“whispered quietly”低声耳语、“screamed loudly”大声尖叫）
在营销文案中，若使用形容词，必须精准且有明确目的。

Forbidden Words

禁用词汇

These cheapen what you're describing or sound like generic marketing:
  • Luxury / luxurious
  • Natural / organic (unless literally describing ingredients)
  • Perfect (except as proper noun)
  • Incredible / extraordinary / unprecedented
  • Ultimate / supreme / premier
  • Beautiful / exquisite / sublime
  • Outstanding / excellent / superb / sensational
  • Quirky
  • Really / truly / very
  • Love / soul (in commercial contexts—these words deserve better)
这些词汇会降低内容质感，或听起来像通用营销套话：
  • Luxury / luxurious（奢华）
  • Natural / organic（天然/有机，除非确实描述成分）
  • Perfect（完美，作为专有名词除外）
  • Incredible / extraordinary / unprecedented（难以置信/非凡/前所未有的）
  • Ultimate / supreme / premier（终极/至高/顶级的）
  • Beautiful / exquisite / sublime（美丽/精致/绝妙的）
  • Outstanding / excellent / superb / sensational（杰出/优秀/极佳/轰动的）
  • Quirky（古怪的）
  • Really / truly / very（非常/真正地/很）
  • Love / soul（爱/灵魂，商业语境下禁用——这些词汇应被更珍视）

Beloved Words

推荐词汇

Reach for these when appropriate:
  • Appealing, considered, composed
  • Effective, efficacious
  • Fortify, nourish, purify, refresh
  • Pleasant, suitable
  • Rigour, science
  • Sincere, gracious
  • Tidy, orderly, utilitarian
  • Botanical, emollient
  • Aroma (not "scent" or "fragrance" when avoidable)
合适时可选用这些词汇：
  • Appealing, considered, composed（吸引人的、深思熟虑的、沉稳的）
  • Effective, efficacious（有效的、灵验的）
  • Fortify, nourish, purify, refresh（增强、滋养、净化、焕新）
  • Pleasant, suitable（愉悦的、合适的）
  • Rigour, science（严谨、科学）
  • Sincere, gracious（真诚的、亲切的）
  • Tidy, orderly, utilitarian（整洁的、有序的、实用的）
  • Botanical, emollient（植物的、润肤的）
  • Aroma（香气，尽可能避免用“scent”或“fragrance”）

Use With Consideration

谨慎使用词汇

These require thought before deployment:
  • Elegant, refined, striking
  • Ideal, immaculate, meticulous
  • Artful, astute, consummate
  • Indulgent, alluring
See references/word-lists.md for complete vocabulary guidance.
使用这些词汇前需斟酌：
  • Elegant, refined, striking（优雅的、文雅的、引人注目的）
  • Ideal, immaculate, meticulous（理想的、无瑕的、一丝不苟的）
  • Artful, astute, consummate（巧妙的、精明的、精湛的）
  • Indulgent, alluring（放纵的、诱人的）
查看references/word-lists.md获取完整的词汇分类指南。

Voice and Structure

语调与结构

Active vs. Passive Voice

主动语态 vs 被动语态

Default to active for directness:
  • "The consultant recommended this cream" (active)
  • "This cream was recommended" (passive)
Use passive to maintain formality or put the client first:
  • "You are warmly invited to the launch" (passive, client-centered)
  • "We invite you to the launch" (active, company-centered)
默认使用主动语态以保证直接性：
  • “The consultant recommended this cream”（顾问推荐这款面霜）（主动）
  • “This cream was recommended”（这款面霜被推荐）（被动）
在需要保持正式性或以客户为中心时使用被动语态：
  • “You are warmly invited to the launch”（诚挚邀请您参加发布会）（被动，以客户为中心）
  • “We invite you to the launch”（我们邀请您参加发布会）（主动，以企业为中心）

Person and Pronouns

人称与代词

Use "we" when speaking as the company:
  • "Let's get started. What's your email address?"
  • "We'll help you create professional-looking invoices."
  • Exception: When referring to the actual product (especially in marketing), use "it" not "us"
Use "you" when addressing customers:
  • "You added 5 new customers this month!"
  • "See a snapshot of where you stand."
  • Buttons can use first person to represent the customer's voice: "I agree" or "Add customers"
Use third person for others, keep it gender neutral:
  • When referring to someone other than the customer
  • Avoid "she/he," "s/he," or "one"
  • Use "they/them/their" when gender is unknown
以企业身份发言时用“我们”：
  • “Let's get started. What's your email address?”（我们开始吧。您的邮箱地址是？）
  • “We'll help you create professional-looking invoices.”（我们将帮您创建专业的发票。）
  • 例外：指代产品时（尤其是营销内容中），用“它”而非“我们”
称呼客户时用“您”：
  • “You added 5 new customers this month!”（您本月新增了5位客户！）
  • “See a snapshot of where you stand.”（查看您的当前概况。）
  • 按钮文字可使用第一人称代表客户语气：“我同意”或“添加客户”
指代他人时用第三人称，保持性别中立：
  • 指代非客户的对象时
  • 避免使用“she/he”“s/he”或“one”
  • 性别未知时使用“they/them/their”

Sentence Construction

句子结构

Be concise. Polite formality ≠ wordiness. Use the words you need, no more.
Avoid jargon and waffle. If a simpler word works, use it.
  • "Utilize" → "Use"
  • "Leverage" → "Use" or name the specific action
  • "Circle back" → "Return to" or "Revisit"
End sentences with prepositions when natural:
  • "What are you looking for?" (not "For what are you looking?")
  • "Who should this invoice go to?" (not "To whom should this invoice go?")
  • If you'd never say it in conversation, don't write it that way
Use everyday contractions:
  • "We'll help you" not "We will help you"
  • "You're invited" not "You are invited"
  • Contractions make writing feel more conversational and human
Use simple verb tenses:
  • Prefer present and simple past over perfect tenses when possible
  • "We sent your invoice" not "We have sent your invoice"
Think before writing. Clarity of writing follows clarity of thought.
简洁明了：礼貌正式不等于冗长。仅使用必要的词汇。
避免行话与冗余：若有更简单的词汇可用，就选用它。
  • “Utilize” → “Use”（使用）
  • “Leverage” → “Use”（使用）或具体说明动作
  • “Circle back” → “Return to”（回到）或“Revisit”（重新审视）
自然地以介词结尾：
  • “What are you looking for?”（您在找什么？）（而非“For what are you looking?”）
  • “Who should this invoice go to?”（这张发票该发给谁？）（而非“To whom should this invoice go?”）
  • 若你日常不会这么说，就不要这么写
使用日常缩写形式：
  • “We'll help you”（我们会帮您）而非“We will help you”
  • “You're invited”（您受邀）而非“You are invited”
  • 缩写形式会让文字更具对话感和人文温度
使用简单时态：
  • 尽可能使用一般现在时和一般过去时，而非完成时态
  • “We sent your invoice”（我们已发送您的发票）而非“We have sent your invoice”
先思考再写作：写作的清晰性源于思路的清晰性。

Email and Business Writing

电子邮件与商务写作

Structure

结构

  1. Reference (if applicable): "I refer to your letter of," "Following our phone call"
  2. Reason for writing: "I am writing to confirm/advise/inform/thank you for"
  3. Request or elaboration: "Could you please let me know if..."
  4. Desired outcome: "We would be grateful for," "Please forward to"
  1. 提及事由（如有必要）：“我提及您的来信”“根据我们的电话沟通”
  2. 写作目的：“我写信是为了确认/告知/通知/感谢您的”
  3. 请求或详述：“能否请您告知是否……”
  4. 期望结果：“我们将不胜感激”“请转发至”

Before Sending

发送前检查

Check:
  • Structure: Logical flow? Would headings or lists help?
  • Meaning: Clear and unambiguous? Have you considered the reader's context?
  • Concision: Could you say it in fewer words?
  • Tone: Too abrupt? Too effusive?
  • Attachments: Did you mention them? Are they attached?
检查以下内容：
  • 结构：逻辑流畅吗？使用标题或列表是否会更清晰？
  • 含义：清晰明确吗？你是否考虑了读者的背景？
  • 简洁性：能否用更少的文字表达相同的意思？
  • 语调：过于生硬？过于热情？
  • 附件：你是否提及了附件？附件是否已添加？

Protocols

规范

  • Avoid "blind" copying (BCC) of emails
  • Think before forwarding: Is this information confidential? Who are our suppliers? What's in development?
  • Consider the reader: Is English their second language? Do they have context?
  • **避免盲目抄送（BCC）**邮件
  • 转发前思考：这些信息是否保密？我们的供应商是谁？正在开发的项目有哪些？
  • 考虑读者：英语是他们的第二语言吗？他们有相关背景知识吗？

What to Eliminate

需要规避的内容

Marketing Clichés

营销陈词滥调

  • "Excited to announce," "thrilled to share," "proud to present"
  • "Best-in-class," "robust," "scalable" (unless literally discussing system scaling)
  • "Seamless," "frictionless," "effortless"
  • "Game-changer," "revolutionary"
  • "Synergy," "align," "circle back," "leverage," "utilize"
  • “Excited to announce”（荣幸宣布）、“thrilled to share”（欣喜分享）、“proud to present”（自豪呈现）
  • “Best-in-class”（一流）、“robust”（强大）、“scalable”（可扩展，除非确实讨论系统扩展性）
  • “Seamless”（无缝）、“frictionless”（无摩擦）、“effortless”（轻松）
  • “Game-changer”（颠覆者）、“revolutionary”（革命性的）
  • “Synergy”（协同）、“align”（对齐）、“circle back”（回头再说）、“leverage”（利用）、“utilize”（使用）

Passive Voice Hiding Agency

掩盖主体的被动语态

When appropriate, name who does what:
  • "Mistakes were made" → "We reformulated it"
  • "It was decided" → "Our team chose"
  • "This product is loved" → "Customers return for this product"
适当情况下，明确说明动作主体：
  • “Mistakes were made”（出现了错误）→ “We reformulated it”（我们重新调整了）
  • “It was decided”（已做出决定）→ “Our team chose”（我们团队选择了）
  • “This product is loved”（这款产品深受喜爱）→ “Customers return for this product”（客户回购这款产品）

Throat-Clearing

冗余铺垫语

  • "In today's rapidly evolving landscape..."
  • "It's worth noting that..."
  • "Without further ado"
  • "At the end of the day"
  • "Let's dive in"
  • “In today's rapidly evolving landscape...”（在当今快速发展的环境中……）
  • “It's worth noting that...”（值得注意的是……）
  • “Without further ado”（言归正传）
  • “At the end of the day”（归根结底）
  • “Let's dive in”（让我们深入探讨）

Exclamation Points

感叹号

Use extremely sparingly. One per piece maximum. If the content is exciting, the reader will feel it without punctuation shouting.
极其谨慎使用。每份内容最多使用一个。若内容本身足够吸引人，读者自然能感受到，无需用标点符号强调。

Rhetorical Excess

过度修辞

If you ask a rhetorical question, answer it plainly or don't ask it at all.
Weak: "What does this mean for you? Everything!"
Better: "This changes how you approach [specific thing]."
若你提出反问，要么直白回答，要么干脆别问。
欠佳表达：“What does this mean for you? Everything!”（这对您意味着什么？一切！） 优秀表达：“This changes how you approach [specific thing].”（这将改变您处理[具体事项]的方式。）

Hyperbole Without Evidence

无依据的夸张

  • "Revolutionary," "unprecedented," "game-changing" (unless you can prove it)
  • Inflated stakes that don't match the actual claim
  • Superlatives without specifics
  • “Revolutionary”（革命性的）、“unprecedented”（前所未有的）、“game-changing”（颠覆者）（除非你能证明）
  • 与实际主张不符的夸大表述
  • 无具体依据的最高级词汇

Formatting Guidance

格式指南

Lists and Bullets

列表与项目符号

Use when genuinely helpful for parallel items. Don't default to bullets when prose would be clearer.
仅在确实有助于呈现并列内容时使用。不要默认使用项目符号，若散文式表达更清晰，就用散文。

Paragraphs

段落

Keep them digestible. One main idea per paragraph.
保持段落简洁易读。每段仅表达一个核心观点。

Headings

标题

Use to guide the reader through longer documents. Make them descriptive, not clever.
用于引导读者阅读较长文档。标题应具描述性，而非花哨。

The Human Test

人文测试

Before finalizing, ask:
  1. Is it clear? Will the reader understand immediately?
  2. Is it concise? Could you say it in fewer words without losing meaning?
  3. Is it respectful? Does it treat the reader as intelligent?
  4. Is it considered? Have you thought about word choice, not just defaulted to the first phrase?
  5. Does it sound human? Would a real person say this, or does it sound like a corporate template?
  6. Is it honest? If there's a tradeoff or limitation, have you acknowledged it?
  7. Would you say it to their face? If not, rewrite it.
定稿前，自问以下问题：
  1. 内容清晰吗？ 读者能立刻理解吗？
  2. 内容简洁吗？ 能否用更少的文字表达相同的意思？
  3. 内容得体吗？ 是否将读者视为有智慧的个体？
  4. 内容经过深思熟虑吗？ 你是否斟酌过用词，而非随意选用第一个想到的短语？
  5. 内容富有温度吗？ 内容听起来像真人说的话，还是像企业模板？
  6. 内容诚实吗？ 若存在取舍或局限性，你是否已如实说明？
  7. 你会当面说这些话吗？ 若不会，就重写。

Extended Guidance

扩展指南

See references/word-lists.md for complete vocabulary guidance organized by category.
查看references/word-lists.md获取按分类整理的完整词汇指南。

Credits and Inspiration

致谢与灵感来源

This skill is inspired by and adapted from:
Aesop's writing guides: "The A-Z of written communication at Aesop" and "Aesop Digital Writing Guide"
  • Core philosophy of formality with warmth, clarity over cleverness, and precision over excess
  • Vocabulary preferences and word discipline principles
  • Email and business writing protocols
  • Emphasis that "clarity of writing usually follows clarity of thought"
Intuit Content Design principles (https://contentdesign.intuit.com/style-and-usage/our-principles/)
  • "Talk to your friends" - conversational over grammar-book formal
  • "Be clear and precise" - definitive language improves comprehension
  • Person and pronoun usage (we/you/they)
  • Natural sentence construction (ending with prepositions, contractions, simple verb tenses)
  • Global thinking and inclusive language
Voice foundations from The Composable Codex by Alison Presmanes Hill
  • Concrete before abstract thinking
  • Honest acknowledgment of tradeoffs and tensions
  • Reader as peer (assume intelligence, never condescend)
  • Directness and warmth over corporate distance
This skill adapts these principles for brand and corporate writing contexts, combining Aesop's respectful formality, Intuit's conversational clarity, and the honest directness of technical writing that respects the reader's intelligence.
本技能灵感源自并改编自：
Aesop写作指南：《Aesop书面沟通全指南》和《Aesop数字写作指南》
  • 正式却不失温度、清晰优先于花哨、精准优先于冗余的核心理念
  • 词汇偏好与措辞规范原则
  • 电子邮件与商务写作规范
  • 强调“写作的清晰性通常源于思路的清晰性”
Intuit内容设计原则（https://contentdesign.intuit.com/style-and-usage/our-principles/）
  • “像和朋友交谈一样”——采用对话式表达而非严格遵循语法书
  • “清晰且精准”——明确的语言能提升理解度
  • 人称与代词的使用（我们/您/他们）
  • 自然的句子结构（以介词结尾、缩写形式、简单时态）
  • 全球化思维与包容性语言
Alison Presmanes Hill所著《The Composable Codex》中的语调基础
  • 先具体后抽象的思路
  • 坦诚承认取舍与权衡
  • 将读者视为同行（假定读者具备智慧，绝不居高临下）
  • 直接且温暖，避免企业式的疏离感
本技能将这些原则适配于品牌及企业写作场景，结合了Aesop的得体正式性、Intuit的对话式清晰性，以及尊重读者智慧的技术写作式坦诚直接。