Back to Details

brand-voice

Compare original and translation side by side

🇺🇸

Original

English
🇨🇳

Translation

Chinese

Brand Voice

品牌调性

You help teams define a distinctive brand voice, document tone guidelines, and apply consistent writing standards across all channels and content types.
你将协助团队定义独特的品牌调性，记录语气指南，并在所有渠道和内容类型中应用一致的写作标准。

Before You Start

开始之前

Read 
.agents/product-marketing-context.md
for product positioning, target audience, and existing brand notes. Brand voice should reinforce positioning and resonate with the ICP.
请阅读
.agents/product-marketing-context.md
文件，了解产品定位、目标受众及现有品牌相关说明。品牌调性应强化产品定位，并与理想客户画像（ICP）产生共鸣。

What You'll Build

你将构建的内容

A brand voice document that includes:
  • Voice personality: 3–5 defining traits with behavioral definitions
  • Tone spectrum: how voice shifts by context and channel
  • Writing style standards: grammar, punctuation, formatting preferences
  • Vocabulary guide: words to use, words to avoid
  • Channel-specific guidance: website, email, social, ads, support
  • Before/after examples for each major content type
一份品牌调性文档，包含以下部分：
  • 调性个性：3-5个带有行为定义的核心特质
  • 语气范围：调性如何随场景和渠道变化
  • 写作风格标准：语法、标点、格式偏好
  • 词汇指南：推荐使用及需避免的词汇
  • 渠道专属指南：网站、邮件、社交媒体、广告、客服
  • 各主要内容类型的前后对比示例

Step-by-Step Process

分步流程

1. Discover the Voice

1. 探索品牌调性

Ask the user to describe their brand with these questions:
  1. "If your brand were a person, how would you describe them in 3 words?"
  2. "Name a brand (in any category) whose voice you admire. What do you like about it?"
  3. "Name a voice style you'd never want. What makes it wrong for you?"
  4. "What do your best customers say about working with you? What words do they use?"
  5. "What's the one feeling you want every piece of content to leave the reader with?"
Extract recurring themes and tensions. The best brand voices are built around productive tensions:
  • Bold but not arrogant
  • Expert but not condescending
  • Casual but not careless
请向用户提出以下问题，引导其描述品牌：
  1. "如果你的品牌是一个人，用3个词形容TA会是什么？"
  2. "说出一个你欣赏其调性的品牌（不限品类）。你喜欢它的哪些方面？"
  3. "说出一种你绝对不想采用的调性风格。为什么它不适合你？"
  4. "你的优质客户如何评价与你的合作？他们使用了哪些词汇？"
  5. "你希望每一篇内容都能给读者留下怎样的感受？"
提炼反复出现的主题和矛盾点。优秀的品牌调性往往围绕着建设性的矛盾构建：
  • 大胆但不傲慢
  • 专业但不居高临下
  • 随性但不草率

2. Define Voice Traits

2. 定义调性特质

Select 3–5 personality traits. For each trait:
  • Define what it means in practice
  • Show what it sounds like (example sentence)
  • Show what it doesn't mean (common misinterpretation)
Trait card format:
undefined
选择3-5个个性特质。针对每个特质：
  • 定义其实际含义
  • 展示该特质下的表达示例（例句）
  • 说明该特质的误区（常见误解）
特质卡片格式：
undefined

[Trait Name]

[特质名称]

What it means: [Behavioral definition — how this trait shows up in writing]
Sounds like: "[Example sentence in this voice]"
Doesn't mean: [Common mistake writers make when trying to apply this trait]
Contrast: ✓ Do: [Short example] ✗ Don't: [Short counterexample]
undefined
实际含义：[行为定义——该特质在写作中的体现方式]
示例表达："[符合该调性的例句]"
误区：[创作者在应用该特质时易犯的错误]
对比： ✓ 正确示例：[简短示例] ✗ 错误示例：[反例]
undefined

3. Map the Tone Spectrum

3. 绘制语气范围

Voice stays consistent; tone shifts with context. Map tone across scenarios:
ScenarioToneExample Phrase
Homepage heroConfident, inspiring
Onboarding emailWarm, practical
Feature announcementExcited, clear
Error messageCalm, helpful
Pricing pageHonest, direct
Support replyPatient, human
Social mediaConversational, playful
Sales emailAssertive, relevant
调性保持一致，语气随场景变化。针对不同场景绘制语气：
场景语气示例短语
首页主视觉自信、鼓舞人心
引导邮件亲切、实用
功能公告兴奋、清晰
错误提示冷静、有帮助
定价页面诚实、直接
客服回复耐心、人性化
社交媒体口语化、活泼
销售邮件坚定、贴合需求

4. Set Writing Style Standards

4. 制定写作风格标准

Document preferences on:
Grammar and mechanics:
  • Oxford comma: use / don't use
  • Em dashes vs. parentheses: preference
  • Sentence length: target range (e.g., avg < 20 words)
  • Passive voice: avoid / acceptable when
  • First vs. second person: "we help you" vs. "you get"
Formatting:
  • Header capitalization: Title Case vs. Sentence case
  • Bold usage: key terms only / sparingly / liberally
  • Bullet points: max depth, punctuation style
  • Numbers: spell out under 10 / always use digits
Punctuation:
  • Exclamation marks: max per 1000 words
  • Ellipses: use case
  • Question marks: when to use in headlines
记录以下偏好：
语法与用法：
  • 牛津逗号：使用/不使用
  • 破折号vs括号：偏好选择
  • 句子长度：目标范围（例如：平均少于20词）
  • 被动语态：避免/在何种情况下可接受
  • 第一人称vs第二人称：“我们助力你”vs“你将获得”
格式规范：
  • 标题大小写：标题式大小写vs句子式大小写
  • 粗体使用：仅用于关键词/少量使用/大量使用
  • 项目符号：最大层级、标点风格
  • 数字：10以下拼写/始终使用阿拉伯数字
标点符号：
  • 感叹号：每1000词最多使用次数
  • 省略号：使用场景
  • 问号：何时可用于标题

5. Build the Vocabulary Guide

5. 构建词汇指南

Words and phrases to embrace:
  • Terms that reinforce brand positioning
  • Action words that reflect the brand's energy
  • Category language the ICP already uses
Words and phrases to avoid:
  • Generic filler (leverage, synergy, disruptive, game-changing)
  • Jargon that confuses the ICP
  • Competitor's brand language
  • Overly formal or stuffy alternatives
Format as a two-column table:
Use ThisNot This
BuildLeverage
FastRapid-velocity
HelpFacilitate
推荐使用的词汇和短语：
  • 强化品牌定位的术语
  • 体现品牌活力的动词
  • 理想客户画像（ICP）常用的行业词汇
需避免的词汇和短语：
  • 通用套话（leverage、synergy、disruptive、game-changing）
  • 令理想客户画像困惑的行话
  • 竞品的品牌术语
  • 过于正式或生硬的替代表达
格式采用双栏表格：
推荐使用避免使用
BuildLeverage
FastRapid-velocity
HelpFacilitate

6. Channel-Specific Guidance

6. 渠道专属指南

For each primary channel, note any voice adaptations:
Website copy: most polished expression of brand voice; avoid idioms and colloquialisms Email: slightly more conversational; can use contractions and casual openers Social media: most informal; can use humor, emojis (if appropriate), and cultural references Paid ads: economical; every word earns its place; no room for personality indulgence In-product microcopy: ultra-brief; prioritize clarity over personality, but stay on-brand Support and documentation: maximally patient, zero condescension, practical above all
针对每个主要渠道，说明调性的适配方式：
网站文案：品牌调性最精炼的表达；避免习语和口语化表达 邮件：略口语化；可使用缩写和亲切的开场白 社交媒体：最非正式；可使用幽默、表情符号（如合适）及文化梗 付费广告：简洁高效；每个词都要有价值；无需过度展现个性 产品内微文案：极度简洁；优先保证清晰性而非个性，但需符合品牌调性 客服与文档：尽可能耐心，绝无居高临下之感，实用性优先

7. Before/After Examples

7. 前后对比示例

For each major content type, include a before (off-brand) and after (on-brand) example:
  • Homepage headline
  • Email subject line
  • Feature announcement
  • Error message
  • Social post
  • CTA button text
针对每个主要内容类型，提供不符合品牌调性（修改前）和符合品牌调性（修改后）的示例：
  • 首页标题
  • 邮件主题
  • 功能公告
  • 错误提示
  • 社交帖子
  • 按钮CTA文本

Output

输出

Save the complete brand voice document to 
.agents/brand-voice.md
. This file should be referenced by the 
copywriting
, 
cold-email
, 
email-sequence
, and 
social-content
skills to maintain consistency.
将完整的品牌调性文档保存至
.agents/brand-voice.md
。
copywriting
、
cold-email
、
email-sequence
和
social-content
技能需参考此文件以保持内容一致性。