brand-voice

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English

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Chinese

Brand Voice & Authentic Writing

品牌声音与真实写作

Preserve authentic human voice in AI-assisted writing using the Voice Preservation Method.

使用声音保留法在AI辅助写作中保留真实的人类语调。

Purpose

用途

Ensure all content maintains authentic brand voice using the Voice Preservation Method - transforming AI from ghostwriter to thinking partner while preserving genuine human voice.

通过声音保留法确保所有内容保持真实的品牌声音——将AI从代笔人转变为思考伙伴，同时保留真实的人类表达风格。

Core Philosophy

核心理念

Voice is identity made audible. It's not word choice or syntax—it's the blend of experience, conviction, and rhythm that tells readers who's speaking, what they value, and why it matters.

The Paradox: AI makes writing easier but communication harder. Generic efficiency creates disconnection. The goal is to use AI as a collaborator, not a replacement.

声音是可被感知的身份标识。它无关措辞或句法，而是经验、信念和表达节奏的结合，能让读者明白说话的人是谁、看重什么、以及内容的价值所在。

**悖论：**AI降低了写作门槛，却加大了沟通难度。千篇一律的高效输出会制造疏离感。我们的目标是将AI作为协作伙伴，而非替代工具。

The Draft-First Principle

先草稿原则

Never let AI originate. Always draft first, delegate later.

Your messy first draft contains your voice. AI polish can preserve it. AI generation replaces it.

AI as Collaborator	AI as Ghostwriter
Helps you think	Replaces you
Organizes your ideas	Generates ideas
Preserves your phrasing	Invents phrasing
Removes clutter	Removes personality

永远不要让AI从零生成内容。永远先写草稿，再将后续工作交给AI。

你粗糙的初稿里包含着你的专属表达风格。AI润色可以保留这份风格，而AI生成内容会直接替换掉它。

AI作为协作伙伴	AI作为代笔人
帮你拓展思路	直接替代你
整理你的想法	生成全新想法
保留你的措辞	创造全新措辞
去除冗余内容	抹除个人特色

The Reader Question Framework

读者问题框架

Every audience silently asks three questions. Your content must answer them:

每个受众内心都会默默问三个问题，你的内容必须给出答案：

1. What are you really trying to tell me?

1. 你到底想告诉我什么？

Purpose: Cut through corporate fog to find the actual message.

Write your message
Ask: "If I had only one sentence, what would it be?"
That sentence is your core. Everything else supports it.

Red flags: You need three paragraphs to "set up" your point, hedging with qualifiers, message could apply to any organization.

**目标：**破除官方话术迷雾，传递真正有价值的信息。

写下你要传递的信息
问自己：「如果我只能说一句话，我会说什么？」
这句话就是你的核心，其余所有内容都要为它服务。

**危险信号：**你需要用三段话来「铺垫」核心观点，措辞含糊模棱两可，内容放在任何机构身上都适用。

2. Why are you telling me now?

2. 你为什么现在告诉我这件事？

Purpose: Establish urgency and context without manipulation.

Identify the trigger: What changed? What deadline? What opportunity?
Make the timing explicit
Connect timing to the reader's experience

Red flags: Message could have been sent any time in the past year, no connection to current events.

**目标：**在不刻意操纵的前提下，建立紧迫感和场景关联。

明确触发点：发生了什么变化？有什么截止时间？存在什么机会？
明确告知用户时间背景
将时间节点和读者的实际体验关联起来

**危险信号：**这条信息放在过去一年的任何时间发都合适，和当下事件没有任何关联。

3. What does this mean for me?

3. 这对我来说意味着什么？

Purpose: Translate organizational messages into personal relevance.

Name the concrete change they'll experience
Acknowledge their likely reaction
Offer clear next steps

Red flags: Message is entirely about the organization, no concrete changes named.

**目标：**将机构层面的信息转化为读者的个人相关内容。

明确说明他们会经历的具体变化
认可他们可能产生的反应
提供清晰的后续行动指引

**危险信号：**信息完全围绕机构本身展开，没有提及任何具体变化。

The Five-Step Workflow

五步工作流

Step 1: Free-Write Intent

步骤1：自由书写表达意图

Write what you mean, however messy. No editing. No structure. Just say it.

写下你想表达的内容，不管多混乱都可以。不要修改，不用考虑结构，想到什么写什么。

Step 2: Clarify the Reader's Question

步骤2：明确读者关心的问题

What are they worried about? Hopeful for? Skeptical of? Write this down explicitly.

他们在担心什么？期待什么？怀疑什么？明确地把这些问题写下来。

Step 3: AI Organization (Not Invention)

步骤3：用AI做内容整理（而非内容创作）

Use this exact prompt:

Restructure this draft for clarity and flow, but keep my tone and
phrasing wherever possible. Highlight any jargon or clichés that
weaken authenticity.

使用这段精确的提示词：

Restructure this draft for clarity and flow, but keep my tone and
phrasing wherever possible. Highlight any jargon or clichés that
weaken authenticity.

Step 4: Reclaim Emotional Beats

步骤4：还原情感表达

Re-insert your phrasing, idioms, stories, and specific details that sound like you/Guia.

重新加入你的专属措辞、习惯表达、故事以及能体现你/Guia风格的具体细节。

Step 5: The Read-Aloud Test

步骤5：朗读测试

If you can't imagine saying it in a meeting, rewrite until you can.

如果你无法想象自己在会议上说出这段话，就一直修改到可以为止。

Voice Audit Markers

声音核查标记

Generic AI Tells (Flag for Deletion)

典型AI生成特征（标记后删除）

Vague value words:

innovative, cutting-edge, state-of-the-art
holistic, comprehensive, robust
dynamic, agile, nimble
passionate, dedicated, committed (without evidence)

Corporate filler:

leverage, synergize, optimize
stakeholder value, value proposition
thought leadership, best practices
moving forward, going forward

Empty intensifiers:

very, really, truly, extremely
absolutely, definitely, certainly
unprecedented, groundbreaking

Generic claims:

"We believe in..."
"We are committed to..."
"Our mission is to..."
"We strive to..."

Red flag pattern: Any phrase that could appear on any competitor's website without modification.

空泛的价值形容词：

创新的、前沿的、顶尖的
全面的、综合的、稳固的
灵活的、敏捷的、快速的
充满热情的、专注的、坚定的（没有实际证据支撑）

官方套话：

利用、协同、优化
利益相关方价值、价值主张
思想领导力、最佳实践
展望未来、后续推进

空洞的强调词：

非常、真的、 truly、极其
绝对、 definitely、当然
前所未有的、突破性的

通用表述：

「我们相信...」
「我们致力于...」
「我们的使命是...」
「我们努力...」

**危险信号模式：**任何无需修改就可以直接放在任意竞品官网的表述。

Voice Signals (Preserve These)

声音特征（保留这些内容）

Specific stories:

Named people, places, events
Dates and timelines
Concrete outcomes with numbers
Direct quotes from real conversations

Conviction signals:

Positions that could be disagreed with
Admissions of uncertainty or limitation
Contrarian takes on industry consensus
Emotional language appropriate to stakes

Natural speech patterns:

Sentence lengths that vary naturally
Contractions (we're, don't, can't)
Incomplete sentences for emphasis
Questions that reflect real curiosity

Guia. fingerprints:

References to local businesses specifically
Language reflecting "guide" positioning
Inside references your audience would recognize

具体的故事：

具体的人名、地名、事件
日期和时间线
带数据的具体成果
真实对话的直接引语

信念信号：

可能引发不同意见的立场
承认不确定性或局限性
对行业共识的相反观点
符合场景的情绪化表达

自然的表达模式：

自然变化的句子长度
缩写（we're、don't、can't）
用于强调的不完整句子
体现真实好奇心的提问

Guia专属特征：

专门提到本地商家的内容
体现「引导者」定位的表述
你的受众能理解的内部梗

Guia. Brand Voice Pillars

Guia品牌声音支柱

1. Friendly

1. 友好

Approachable and warm, like a trusted advisor—not a faceless corporation.

Do: Use "you" and "your", write like talking to a friend, show genuine interest Don't: Be overly casual, use jargon without explanation, sound robotic

✅ "Here's the thing about SEO—it doesn't have to be complicated." ❌ "SEO optimization methodologies can be implemented through various strategic approaches."

平易近人且温暖，像值得信任的顾问——而非没有温度的企业。

**推荐做法：**使用「你」和「你的」，像和朋友聊天一样写作，展现真正的兴趣 **禁止做法：**过于随意，不加解释就使用行业术语，听起来像机器人

✅ 「关于SEO有个关键点——它其实没必要那么复杂。」 ❌ 「SEO优化方法论可以通过多种战略路径落地。」

2. Clear

2. 清晰

Make complex marketing topics simple and actionable.

Do: Short sentences, plain language, lead with the key point Don't: Assume knowledge, bury information, over-explain

✅ "Google Business Profile is your free listing on Google. It's what shows up when people search for businesses like yours." ❌ "Google Business Profile, formerly known as Google My Business, is a complimentary service provided by Google LLC..."

让复杂的营销话题变得简单可执行。

**推荐做法：**短句、通俗语言、开门见山讲重点 **禁止做法：**默认读者有相关知识背景，隐藏核心信息，过度解释

✅ 「Google Business Profile是你在Google上的免费商家 listing，用户搜索你这类商家的时候就会看到它。」 ❌ 「Google Business Profile，前身为Google My Business，是谷歌公司提供的一项免费服务...」

3. Confident

3. 自信

Know our stuff and share expertise without arrogance.

Do: Make clear recommendations, back up with evidence, definitive language Don't: Hedge excessively, oversell, dismiss other perspectives

✅ "Responding to reviews within 24 hours significantly improves customer perception." ❌ "You might want to consider possibly responding to reviews, which could potentially help."

专业过硬，分享专业知识但不自大。

**推荐做法：**给出清晰的建议，用证据支撑观点，使用肯定的表述 **禁止做法：**过度含糊其辞，夸大宣传，否定其他观点

✅ 「24小时内回复评论能大幅提升客户好感度。」 ❌ 「你或许可以考虑尽量回复评论，这可能会有一定帮助。」

4. Helpful

4. 实用

Everything provides real value and moves people forward.

Do: Actionable takeaways, anticipate questions, offer next steps Don't: Content for content's sake, leave readers hanging, problems without solutions

✅ "Here's a 5-minute audit you can do right now to check your Google listing." ❌ "There are many factors that affect your Google ranking."

所有内容都能提供实际价值，帮助用户推进工作。

**推荐做法：**可落地的行动指引，预判用户疑问，提供后续步骤 **禁止做法：**为了做内容而做内容，让读者无从下手，只提问题不给解决方案

✅ 「你现在就可以花5分钟做这个核查，看看你的Google listing状态如何。」 ❌ 「有很多因素会影响你的Google排名。」

Guia. Language Guide

Guia语言规范

Words We Use

我们推荐的用词

Instead of...	We say...
Utilize	Use
Implement	Set up, Start
Leverage	Use, Take advantage of
Optimize	Improve, Fine-tune
Stakeholders	Your team, Customers
Best-in-class	Proven, Effective

不推荐使用...	推荐使用...
Utilize	Use
Implement	Set up, Start
Leverage	Use, Take advantage of
Optimize	Improve, Fine-tune
Stakeholders	Your team, Customers
Best-in-class	Proven, Effective

Phrases That Sound Like Guia.

Guia风格的常用表述

"Here's the thing..."
"Let's break this down..."
"The good news is..."
"Quick win:"
"Pro tip:"
"Here's what to do next..."
"You've got this."

「Here's the thing...」
「Let's break this down...」
「The good news is...」
「Quick win:」
「Pro tip:」
「Here's what to do next...」
「You've got this.」

Voice Recovery Techniques

声音恢复技巧

When Voice Is Missing

缺失品牌风格时

The Interview Method: Imagine someone asked you the question your document addresses. Respond verbally (record if helpful). Transcribe. Use that as your draft.

The Letter Method: Rewrite the entire message as a personal letter to one specific person you know. Then generalize only what's necessary.

The Story Anchor: Start with a specific story—something that happened, a conversation you had, a moment of realization. Build outward from there.

The Negative Space Method: List everything you're NOT trying to say. List positions you specifically reject. Use these to sharpen what you ARE saying.

采访法： 想象有人问了你文档要解决的问题，口头给出回答（方便的话可以录音），转录后作为你的草稿。

书信法： 把整条信息重写成给你认识的某个具体的人的私人信件，之后只对必要部分做通用化调整。

故事锚定法： 从一个具体的故事开篇——发生过的某件事、你经历的某段对话、某个顿悟的瞬间，以此为基础向外拓展内容。

负空间法： 列出所有你不想表达的内容，列出你明确反对的立场，用这些内容来打磨你真正想传递的信息。

Quality Tests

质量测试

The Substitution Test

替换测试

For each sentence: "Could I swap in a competitor's name and this sentence would still work?"

If yes → the sentence lacks voice
If no → the sentence may contain genuine identity markers

针对每一句话问自己：「我把品牌名换成竞品的名字，这句话还成立吗？」

如果是→这句话缺乏品牌特色
如果否→这句话可能包含真实的品牌身份特征

The Meeting Test

会议测试

"Could I say this in a team meeting without feeling like I'm reading from a script?"

「我能在团队会议上自然说出这句话，不会觉得自己在读稿子吗？」

The Bar Test

酒吧测试

"Could I explain this to a smart friend at a bar?"

「我能在酒吧里把这个内容讲给一个聪明的朋友听吗？」

The Memory Test

记忆测试

If your reader forgets everything except one sentence, which sentence do you want that to be? Is that sentence prominent?

如果你的读者读完只记得一句话，你希望是哪一句？这句话的位置足够显眼吗？

When to Write It Yourself (No AI)

哪些内容需要你亲自写（不要用AI）

First drafts of anything mission-critical
Stories from direct experience
Positions that require conviction
Anything where readers need to "hear" you specifically

所有关键内容的初稿
来自直接经验的故事
需要传递信念的立场表述
所有需要读者明确感知到你个人特色的内容

When AI Helps Most

哪些场景最适合用AI辅助

Restructuring existing drafts
Identifying jargon and clichés
Checking logical flow
Generating alternatives to consider (not adopt wholesale)
Cutting 15-25% for brevity

调整现有草稿的结构
识别行业术语和陈词滥调
检查逻辑流畅度
生成备选方案供参考（不要直接全盘采用）
删减15-25%的内容让表述更简洁

Sample Comparison

示例对比

Generic (AI-originated):

通用版本（AI生成）：

"We strive to deliver innovative, customer-centered solutions that enhance business outcomes, advance growth, and empower local entrepreneurs through accessible, data-driven marketing initiatives."

Brand Voice (Preserved):

保留品牌风格版本：

"We believe growth begins with trust. Our mission is simple: listen first, act clearly, and bring results within reach for every local business owner who needs them."

The second sounds like a person. You can picture someone looking at a neighborhood wondering where the gaps are.

"We believe growth begins with trust. Our mission is simple: listen first, act clearly, and bring results within reach for every local business owner who needs them."

第二版听起来像真人说的话，你能想象到有人看着周边社区，思考还有哪些需求没有被满足的样子。

What Claude Does vs What You Decide

Claude的职责 vs 你的决策范围

Claude handles	You provide
Restructuring drafts for clarity	Your messy first draft with authentic voice
Identifying jargon and clichés	Judgment on which phrases ARE your voice
Checking logical flow	Emotional beats and personal stories
Generating alternatives to consider	Final selection and approval
Cutting for brevity (15-25%)	The read-aloud test verdict

Claude负责	你提供
调整草稿结构提升清晰度	包含真实风格的粗糙初稿
识别行业术语和陈词滥调	判断哪些表述属于你的专属风格
检查逻辑流畅度	情感表达和个人故事
生成备选方案供参考	最终选择和确认
删减15-25%内容提升简洁度	朗读测试的最终判断

Skill Boundaries

技能适用边界

This skill excels for:

本技能适用于：

Cleaning up existing drafts while preserving voice
Identifying generic AI tells in content
Restructuring without rewriting

优化现有草稿同时保留表达风格
识别内容中典型的AI生成特征
调整结构不重写内容

This skill is NOT ideal for:

本技能不适用于：

Originating content from scratch → Draft first, then use this
Learning a new brand's voice → Use brand-voice-learner first
Technical documentation → Voice matters less

从零生成内容→先写草稿，再使用本技能
学习新品牌的表达风格→先使用brand-voice-learner技能
技术文档→表达风格的重要性较低

Iteration Guide

迭代指南

Pass	Focus	Action
1st	Structure	"Restructure this for clarity, keep my phrasing"
2nd	Voice audit	"Flag any generic AI tells in this text"
3rd	Reclaim	Re-insert your stories, idioms, specific details
4th	Test	Read aloud - does it sound like you?

轮次	关注点	操作
第1轮	结构	「调整内容结构提升清晰度，保留我的措辞」
第2轮	风格核查	「标记文本中所有典型的AI生成特征」
第3轮	还原风格	重新加入你的故事、习惯表达、具体细节
第4轮	测试	朗读——听起来像你的风格吗？

Skill Metadata

技能元数据

yaml

name: brand-voice
category: branding
version: 2.0
author: GUIA
source_expert: Multiple (Voice Preservation Method)
difficulty: intermediate
mode: centaur
tags: [voice, writing, authenticity, brand, copywriting]
created: 2026-01-28
updated: 2026-02-03

yaml

name: brand-voice
category: branding
version: 2.0
author: GUIA
source_expert: Multiple (Voice Preservation Method)
difficulty: intermediate
mode: centaur
tags: [voice, writing, authenticity, brand, copywriting]
created: 2026-01-28
updated: 2026-02-03