brand-voice-learner

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Chinese

Brand Voice Learner

品牌语调学习工具

Analyze existing brand content to extract voice characteristics, create actionable voice guidelines, and ensure consistent brand expression across all communications.

分析现有品牌内容以提取语调特征，制定可落地的语调指南，确保所有传播渠道中的品牌表达一致。

When to Use This Skill

何时使用该工具

Creating brand voice guidelines
Onboarding new writers
Auditing voice consistency
Adapting voice for channels
Training AI writing tools

制定品牌语调指南
新文案人员入职培训
语调一致性审计
针对不同渠道调整语调
训练AI写作工具

Methodology Foundation

方法论基础

Based on NN/g voice research and content strategy best practices, combining:

Linguistic pattern analysis
Voice dimension mapping
Guidelines development
Consistency measurement

基于NN/g语调研究和内容策略最佳实践，结合：

语言模式分析
语调维度映射
指南制定
一致性衡量

What Claude Does vs What You Decide

Claude负责事项 vs 由你决策事项

Claude Does	You Decide
Analyzes existing content	Content sources to analyze
Extracts voice patterns	Voice evolution direction
Creates voice guidelines	Approval of guidelines
Identifies inconsistencies	Exception handling
Suggests voice examples	Final voice choices

Claude负责	由你决策
分析现有内容	确定要分析的内容来源
提取语调模式	确定语调演变方向
制定语调指南	审批最终指南
识别不一致之处	处理例外情况
提供语调示例	敲定最终语调选择

Instructions

操作步骤

Step 1: Gather Voice Samples

步骤1：收集语调样本

Content to Analyze:

Source	Purpose
Website copy	Core brand voice
Blog posts	Extended voice
Social media	Casual variation
Email campaigns	Direct communication
Product UI	Functional voice
Customer support	Empathetic voice

Sample Requirements:

Minimum 10-15 pieces
Variety of contexts
Include best examples
Cover different tones

待分析内容：

来源	用途
网站文案	核心品牌语调
博客文章	延伸语调表现
社交媒体内容	口语化变体
邮件营销内容	直接沟通语调
产品UI文案	功能性语调
客户支持内容	共情语调

样本要求：

至少10-15份样本
涵盖多种场景
包含优质示例
覆盖不同语调风格

Step 2: Analyze Voice Dimensions

步骤2：分析语调维度

Voice Dimension Framework:

Dimension	Spectrum
Formality	Casual ←→ Formal
Personality	Serious ←→ Playful
Directness	Indirect ←→ Direct
Enthusiasm	Reserved ←→ Enthusiastic
Technical	Simple ←→ Technical
Warmth	Distant ←→ Warm

语调维度框架：

维度	范围
正式度	口语化 ←→ 正式
个性风格	严肃 ←→ 活泼
直接度	委婉 ←→ 直接
热情度	克制 ←→ 热情
技术感	通俗易懂 ←→ 专业技术化
亲切感	疏离 ←→ 亲切

Step 3: Extract Patterns

步骤3：提取语言模式

Linguistic Elements:

Element	What to Identify
Sentence length	Short, medium, long
Word choice	Common, specialized, branded
Contractions	Used, avoided, mixed
Active/passive	Preference
Pronouns	We/you/they patterns
Punctuation	Exclamations, ellipses, etc.

语言要素：

要素	分析要点
句子长度	短句、中句、长句
词汇选择	通用词、专业词、品牌专属词
缩略形式	使用、避免、混合使用
主动/被动语态	使用偏好
代词	我们/你/他们的使用模式
标点符号	感叹号、省略号等的使用

Step 4: Document Guidelines

步骤4：撰写指南文档

Guidelines Structure:

Voice principles (3-5)
Dimension scores
Do/Don't examples
Channel variations
Word lists

指南结构：

语调原则（3-5条）
维度得分
可做/不可做示例
渠道变体
词汇列表

Step 5: Create Consistency Tools

步骤5：创建一致性工具

Tools to Create:

Voice checklist
Example library
Word/phrase dictionary
Channel guidelines

需创建的工具：

语调检查清单
示例库
词汇/短语词典
渠道语调指南

Examples

示例

Example 1: Complete Voice Analysis

示例1：完整语调分析

Input:

Analyze brand voice from these samples:

Website: "We build tools that actually work. No fluff, no complexity—
just software that helps you get stuff done."

Blog: "Here's the thing about productivity apps: most of them make
your life harder, not easier. We think that's backwards."

Email: "Hey there! Your trial is almost over. Before you go, we wanted
to make sure you saw everything [Product] can do."

Social: "Mondays are hard. Your software shouldn't be. ☕"

Output:

undefined

输入：

Analyze brand voice from these samples:

Website: "We build tools that actually work. No fluff, no complexity—
just software that helps you get stuff done."

Blog: "Here's the thing about productivity apps: most of them make
your life harder, not easier. We think that's backwards."

Email: "Hey there! Your trial is almost over. Before you go, we wanted
to make sure you saw everything [Product] can do."

Social: "Mondays are hard. Your software shouldn't be. ☕"

输出：

undefined

Brand Voice Analysis

品牌语调分析

Voice Summary

语调总结

Overall Character: Confident, casual, anti-corporate

Your brand sounds like a smart friend who's direct and relatable— someone who gets frustrated by the same things your customers do and isn't afraid to call out industry BS.

整体特征： 自信、口语化、反企业腔

你的品牌听起来像一个聪明、直接且接地气的朋友——他和你的客户有着同样的困扰，敢于吐槽行业乱象。

Voice Dimensions

语调维度

Formality     [===|======] Casual (3/10)
Personality   [======|===] Playful (7/10)
Directness    [========|=] Very Direct (9/10)
Enthusiasm    [=====|====] Moderate (6/10)
Technical     [====|=====] Accessible (4/10)
Warmth        [======|===] Warm (7/10)

正式度     [===|======] 偏口语化 (3/10)
个性风格   [======|===] 活泼有趣 (7/10)
直接度     [========|=] 非常直接 (9/10)
热情度     [=====|====] 中等 (6/10)
技术感     [====|=====] 通俗易懂 (4/10)
亲切感     [======|===] 亲切友好 (7/10)

Voice Principles

语调原则

1. Say it Straight

1. 直截了当

No corporate speak, no jargon inflation. If you can say it in fewer words, do it.

Examples:

✅ "We build tools that actually work"
❌ "We leverage cutting-edge solutions to optimize..."

摒弃企业黑话和术语堆砌，能用更少的词表达就简化。

示例：

✅ "我们打造真正好用的工具"
❌ "我们利用前沿解决方案优化..."

2. Take Their Side

2. 与用户站在同一阵线

Position as ally against frustration. You share their pain with the status quo.

Examples:

✅ "Most productivity apps make your life harder"
❌ "Our competitors offer suboptimal experiences"

以盟友身份共情用户的痛点，和他们一起吐槽行业现状。

示例：

✅ "大多数效率应用只会让你的生活更糟"
❌ "我们的竞争对手提供次优体验"

3. Stay Human

3. 保持人性化

Contractions, casual language, occasional humor. Sound like a person, not a press release.

Examples:

✅ "Here's the thing about..."
❌ "It is important to note that..."

使用缩略形式、口语化表达，偶尔加入幽默。听起来像真人，而非新闻通稿。

示例：

✅ "关于效率应用，有个真相是..."
❌ "需要注意的是..."

4. Confident, Not Arrogant

4. 自信而非傲慢

State opinions clearly without hedging, but don't put others down.

Examples:

✅ "No fluff, no complexity"
❌ "Unlike those other terrible apps..."

清晰表达观点，不模棱两可，但不贬低他人。

示例：

✅ "没有冗余，没有复杂操作"
❌ "不像那些糟糕的应用..."

Linguistic Patterns

语言模式

Element	Pattern	Examples
Sentence length	Short to medium (8-15 words average)	"We think that's backwards."
Contractions	Always used	"That's", "shouldn't", "we're"
Pronouns	Heavy "we/you"	Creates conversational feel
Active voice	Strong preference	"We build" not "Tools are built"
Punctuation	Occasional em-dashes, rare exclamations	"No fluff—just software"
Emoji	Occasional, relevant	Coffee emoji for Monday post

要素	模式	示例
句子长度	短句到中句（平均8-15词）	"我们认为这完全搞反了。"
缩略形式	始终使用	"That's", "shouldn't", "we're"
代词	大量使用"我们/你"	营造对话感
主动语态	强烈偏好	"我们打造"而非"工具由我们打造"
标点符号	偶尔使用破折号，极少用感叹号	"没有冗余——只有实用软件"
表情符号	偶尔使用，贴合场景	周一帖子中的咖啡表情☕

Voice Do's and Don'ts

语调可做/不可做

DO ✅

可做 ✅

Pattern	Example
Use contractions	"We're building" not "We are building"
Start with "Here's the thing"	Conversational opener
Use "actually" for emphasis	"Tools that actually work"
Reference shared frustrations	"Mondays are hard"
Keep paragraphs short	2-3 sentences max
Use second person	"Your trial" "helps you"

模式	示例
使用缩略形式	"We're building" 而非 "We are building"
用"Here's the thing"开头	营造对话感的开场白
用"actually"强调	"真正好用的工具"
提及共同痛点	"周一太难熬了"
段落简短	最多2-3句
使用第二人称	"你的试用" "帮你"

DON'T ❌

不可做 ❌

Pattern	Why Not
"Leverage" "optimize" "synergy"	Corporate jargon
"We are pleased to announce"	Stiff, formal
Passive voice	"Was built by our team"
Hedging language	"We think maybe possibly..."
Long, complex sentences	Loses casual feel
Excessive exclamation points	Feels fake enthusiastic

模式	原因
使用"Leverage" "optimize" "synergy"	企业黑话
使用"我们很高兴宣布"	生硬、正式
被动语态	"由我们团队打造"
模糊措辞	"我们觉得可能也许..."
冗长复杂的句子	失去口语化感觉
过度使用感叹号	显得虚假热情

Word Choice Guide

词汇选择指南

Preferred Terms

Instead of	Use
Utilize	Use
Leverage	Use
Solutions	Tools, software
Empower	Help
Seamless	Easy, simple
Robust	Strong, reliable
Best-in-class	(just show, don't tell)
Cutting-edge	New, latest

替代	使用
Utilize	使用
Leverage	使用
Solutions	工具、软件
Empower	帮助
Seamless	简单、易用
Robust	稳定、可靠
Best-in-class	（用实际表现证明，而非自夸）
Cutting-edge	全新、最新

Signature Phrases

标志性短语

Phrase	When to Use
"Here's the thing"	Starting opinion pieces
"Actually"	Emphasizing real value
"No [negative], no [negative]"	Simple value props
"That's backwards"	Calling out industry norms

短语	使用场景
"Here's the thing"	观点类内容开头
"Actually"	强调真实价值
"没有[负面词]，没有[负面词]"	简洁传递价值主张
"That's backwards"	吐槽行业常规

Channel Variations

渠道变体

Website (Core Voice)

网站（核心语调）

Most polished version
Still casual but refined
Slightly higher stakes language

最精炼的版本
仍保持口语化但更严谨
措辞的重要性略高

Blog (Extended Voice)

博客（延伸语调）

More conversational
Can be longer, more exploratory
Personal opinions encouraged

更具对话感
篇幅可更长、更具探索性
鼓励加入个人观点

Social Media (Compressed Voice)

社交媒体（浓缩语调）

Shortest, punchiest
More humor allowed
Emoji occasionally OK
Can reference current events/culture

最简短、有力
可加入更多幽默
偶尔使用表情符号
可结合时事或文化热点

Email (Direct Voice)

邮件（直接语调）

Friendly but action-oriented
"Hey there" openings OK
Clear CTAs
Personal where possible

友好但注重行动引导
可使用"Hey there"开头
清晰的行动号召（CTA）
尽可能个性化

Support (Empathetic Voice)

客户支持（共情语调）

Warmer, more patient
Solution-focused
Less attitude, more help
Still casual but careful

更亲切、耐心
聚焦解决方案
减少尖锐态度，多提供帮助
仍保持口语化但需谨慎

Voice Checklist

语调检查清单

Before publishing, check:

Would you say this to a friend?
Are there any "corporate speak" words?
Is it shorter than it could be?
Is the main point clear?
Does it sound like us, not a competitor?
Would it make sense without context?

undefined

发布前，请检查：

你会对朋友说这样的话吗？
内容中是否包含企业黑话？
内容是否已尽可能简化？
核心观点是否清晰？
听起来像我们的品牌，而非竞争对手？
脱离上下文是否仍能理解？

undefined

Example 2: Quick Voice Audit

示例2：快速语调审计

Input:

Does this match our voice?
"We are delighted to inform you that your request has been
processed and the desired outcome has been achieved."

Output:

undefined

输入：

Does this match our voice?
"We are delighted to inform you that your request has been
processed and the desired outcome has been achieved."

输出：

undefined

Voice Audit

语调审计

Verdict: ❌ Does Not Match

结论：❌ 不符合品牌语调

Issues Found

问题点

Problem	Example	Should Be
Too formal	"We are delighted"	"Great news!"
Passive voice	"has been processed"	"We processed"
Corporate speak	"desired outcome"	"what you wanted"
Stiff structure	Full sentence	Shorter, direct

问题	示例	修正方向
过于正式	"We are delighted"	"好消息！"
被动语态	"has been processed"	"我们已处理"
企业腔	"desired outcome"	"你想要的结果"
结构生硬	完整长句	更简短、直接的表达

Rewritten

改写版本

Original:

"We are delighted to inform you that your request has been processed and the desired outcome has been achieved."

On-brand version:

"Good news! We've taken care of your request—you're all set."

Even more casual:

"Done! Your request went through. You're good to go."

原文：

"We are delighted to inform you that your request has been processed and the desired outcome has been achieved."

符合品牌语调版本：

"好消息！我们已处理你的请求——一切就绪。"

更口语化版本：

"搞定！你的请求已通过，没问题了。"

What Went Wrong

问题根源

This sounds like a corporate auto-reply, not your brand. It has:

No contractions
Passive voice
Formal phrasing
No personality

Your brand would sound like a helpful friend delivering good news, not a legal notice.

undefined

这段内容听起来像企业自动回复，而非我们的品牌。它存在以下问题：

未使用缩略形式
被动语态
正式措辞
缺乏个性

我们的品牌应该像一个帮忙的朋友传递好消息，而非法律通知。

undefined

Skill Boundaries

工具边界

What This Skill Does Well

擅长事项

Analyzing existing content
Extracting voice patterns
Creating guidelines
Auditing consistency

分析现有内容
提取语调模式
制定语调指南
一致性审计

What This Skill Cannot Do

不擅长事项

Create voice from scratch
Know your brand strategy
Access all your content
Replace brand judgment

从零创建品牌语调
了解你的品牌战略
访问所有品牌内容
替代品牌决策

Iteration Guide

迭代指南

Follow-up Prompts:

"Rewrite this in our brand voice"
"Create voice variations for [channel]"
"Audit these samples for consistency"
"Add to our word/phrase dictionary"

后续提示建议：

"用我们的品牌语调改写这段内容"
"为[渠道]创建语调变体"
"审计这些样本的语调一致性"
"补充到我们的词汇/短语词典"

References

参考资料

NN/g Voice and Tone Guidelines
Content Strategy Alliance
Mailchimp Voice and Tone
Buffer Brand Voice Guide

NN/g Voice and Tone Guidelines
Content Strategy Alliance
Mailchimp Voice and Tone
Buffer Brand Voice Guide

Related Skills

Skill Metadata

工具元数据

Domain: Branding / Content
Complexity: Intermediate
Mode: cyborg
Time to Value: 2-4 hours for full guidelines
Prerequisites: Content samples, brand context

领域: 品牌 / 内容
复杂度: 中级
模式: 人机协作
价值实现时间: 2-4小时完成完整指南
前置条件: 内容样本、品牌背景信息

brand-voice-learner

Original

Translation

Brand Voice Learner

品牌语调学习工具

When to Use This Skill

何时使用该工具

Methodology Foundation

方法论基础

What Claude Does vs What You Decide

Claude负责事项 vs 由你决策事项

Instructions

操作步骤

Step 1: Gather Voice Samples

步骤1：收集语调样本

Step 2: Analyze Voice Dimensions

步骤2：分析语调维度

Step 3: Extract Patterns

步骤3：提取语言模式

Step 4: Document Guidelines

步骤4：撰写指南文档

Step 5: Create Consistency Tools

步骤5：创建一致性工具

Examples

示例

Example 1: Complete Voice Analysis

示例1：完整语调分析

Brand Voice Analysis

品牌语调分析

Voice Summary

语调总结

Voice Dimensions

语调维度

Voice Principles

语调原则

1. Say it Straight

1. 直截了当

2. Take Their Side

2. 与用户站在同一阵线

3. Stay Human

3. 保持人性化

4. Confident, Not Arrogant

4. 自信而非傲慢

Linguistic Patterns

语言模式

Voice Do's and Don'ts

语调可做/不可做

DO ✅

可做 ✅

DON'T ❌

不可做 ❌

Word Choice Guide

词汇选择指南

Preferred Terms

推荐术语

Signature Phrases

标志性短语

Channel Variations

渠道变体

Website (Core Voice)

网站（核心语调）

Blog (Extended Voice)

博客（延伸语调）

Social Media (Compressed Voice)

社交媒体（浓缩语调）

Email (Direct Voice)

邮件（直接语调）

Support (Empathetic Voice)

客户支持（共情语调）

Voice Checklist

语调检查清单

Example 2: Quick Voice Audit

示例2：快速语调审计

Voice Audit

语调审计

Verdict: ❌ Does Not Match

结论：❌ 不符合品牌语调

Issues Found

问题点

Rewritten