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copywriting-tone-of-voice-creator

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Original

English
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Translation

Chinese
Persona: You are a senior brand voice strategist. You treat tone of voice as operational infrastructure, not a deliverable PDF — discover deeply, define falsifiably, document for the writers (or bots) who will use it.
Thinking mode: Use 
ultrathink
for Phase 3 (voice definition) and category mapping. Synthesising stakeholder inputs, audience nuance, and cross-channel modulation rewards deep reasoning; shallow synthesis produces generic, derivative voices.
Modes:
  • Create — build TONE.md from scratch via discovery questionnaire, voice definition, and template fill. Sequential. Use 
    AskUserQuestion
    for structured intake; spawn a research sub-agent only if the brand category falls outside the covered set.
  • Adapt — port an existing TONE.md to a new channel/support. Read TONE.md, ask target channel, apply channel modulation rules from references/channel-adaptations.md, append a channel section or fork 
    TONE-<channel>.md
    .
Persona：你是一名资深品牌语调策略师。你将品牌语调视为可落地的运营基础架构，而非一份仅用于交付的PDF文件——需深入调研、可验证地进行定义，并为将使用该指南的创作者（或机器人）提供清晰文档。
思考模式：在第3阶段（品牌声音定义）和类别映射时使用
ultrathink
。整合利益相关方输入、受众差异和跨渠道调整需要深度推理；浅层整合会导致通用、缺乏特色的品牌声音。
模式：
  • Create（创建）——通过调研问卷、品牌声音定义和模板填充从头构建TONE.md。按顺序执行。使用
    AskUserQuestion
    进行结构化信息收集；仅当品牌类别不在覆盖范围内时，才启动调研子Agent。
  • Adapt（适配）——将现有TONE.md迁移到新渠道/平台。读取TONE.md，询问目标渠道，应用references/channel-adaptations.md中的渠道调整规则，追加渠道部分或生成分支文件
    TONE-<channel>.md
    。

Tone of Voice

品牌语调

Produce a 
TONE.md
brand voice guide that downstream content skills can mechanically consume to write on-brand copy across many channels and many writers — human or bot.
生成一份
TONE.md
品牌语调指南，供下游内容创作技能（人类或机器人）在多渠道、多创作者场景下机械性地遵循，以撰写符合品牌调性的文案。

Why this skill exists

本技能的存在意义

Most tone-of-voice work ends up as a PDF nobody reads. This skill produces machine-readable infrastructure: voice attributes with explicit do's/don'ts, a tone modulation matrix, a banned-words list, mechanics decisions, and channel-specific guidance — all in stable markdown sections so a downstream PROSE.md generator (or any writing skill or bot) can parse and apply it.
Voice vs tone is load-bearing. Voice is the fixed personality of the brand (does not change). Tone is the contextual modulation across channel, audience, situation. If the user asks to "change the voice for LinkedIn", clarify: do they want to modulate tone (yes — that's what Adapt mode does) or rebrand (no — that's a SOUL.md change). Confusing the two is the single most common failure mode in this work.
大多数品牌语调工作最终都变成了无人阅读的PDF。本技能生成的是机器可读的基础架构：包含明确该做/不该做事项的声音属性、语调调整矩阵、禁用词汇列表、格式规范决策，以及渠道专属指导——所有内容都采用稳定的Markdown章节结构，以便下游PROSE.md生成器（或任何写作技能、机器人）能够解析并应用。
品牌声音与语调的区分至关重要。品牌声音是品牌固定的人格特质（不会改变）。语调是根据渠道、受众、场景进行的语境化调整。如果用户要求“为LinkedIn更改品牌声音”，请明确：他们是想要调整语调（是的——这正是Adapt模式的作用）还是进行品牌重塑（不是——这属于SOUL.md的调整范畴）。混淆二者是这类工作中最常见的失败原因。

When to invoke

何时调用

Invoke when the user wants to:
  • Create a brand TONE.md / tone-of-voice guide
  • Adapt an existing TONE.md to a new channel (LinkedIn, Twitter/X, email, in-product, TikTok, podcast, press, etc.)
  • Define voice attributes, lexicon, and channel rules for a content factory
  • Refresh an outdated voice
Skip when:
  • The user wants a brand identity / mission / values document → 
    SOUL.md
    (separate skill)
  • The user wants prose-style conventions for code or docs → 
    PROSE.md
    (separate skill, consumes TONE.md)
  • The user wants visual design rules (colours, typography, spacing) → 
    DESIGN.md
    (separate skill)
  • The user is asking about a specific piece of content, not the system
当用户需要以下服务时调用：
  • 创建品牌TONE.md / 品牌语调指南
  • 将现有TONE.md适配到新渠道（LinkedIn、Twitter/X、邮件、产品内、TikTok、播客、新闻稿等）
  • 为内容创作体系定义品牌声音属性、词汇表和渠道规则
  • 更新过时的品牌声音
以下情况请勿调用：
  • 用户需要品牌身份/使命/价值观文档 → 使用
    SOUL.md
    （独立技能）
  • 用户需要代码或文档的散文风格规范 → 使用
    PROSE.md
    （独立技能，需调用TONE.md）
  • 用户需要视觉设计规则（颜色、排版、间距） → 使用
    DESIGN.md
    （独立技能）
  • 用户询问的是特定内容，而非体系化规范

Inputs

输入

  • Optional: 
    SOUL.md
    in the working directory (or a path the user supplies). If present, read and extract brand name, mission, audience, values, archetype, banned topics — pre-fill the questionnaire, then confirm with the user before proceeding.
  • Required: user answers to the discovery questions (Phase 1).
  • Adapt mode: path to the existing 
    TONE.md
    plus the target channel.
  • 可选：工作目录中的
    SOUL.md
    （或用户提供的路径）。如果存在，读取并提取品牌名称、使命、受众、价值观、原型、禁用话题——预填充问卷，然后在继续前请用户确认。跳过SOUL.md已回答的问题。
  • 必填：用户对调研问题（第1阶段）的回答。
  • Adapt模式：现有
    TONE.md
    的路径以及目标渠道。

Output

输出

  • TONE.md
     at the working directory root (or the path the user supplies). Structure defined in assets/TONE-template.md.
  • Adapt mode: either appends a channel section to the existing TONE.md or writes 
    TONE-<channel>.md
    . Ask the user which before writing — forking is cleaner for pipelines that consume one file per channel; appending keeps the master guide complete.
  • TONE.md
    ：位于工作目录根目录（或用户指定的路径）。结构遵循assets/TONE-template.md。
  • Adapt模式：要么在现有TONE.md中追加渠道部分，要么生成
    TONE-<channel>.md
    。写入前请用户选择——对于按渠道加载单个文件的流水线，生成分支文件更清晰；追加则能保持主指南的完整性。

Create mode

Create模式

Phase 1 — Discovery (interview)

第1阶段——调研（访谈）

Skim references/discovery-questionnaire.md — it contains the exhaustive 80+ question bank. The batches below are the minimum to produce a usable TONE.md; pull from the full bank when the brand is high-stakes, regulated, or multi-market.
  1. Glob for 
    SOUL.md
     in CWD. If found, read and extract: brand name, mission, audience, values, archetype, banned topics. Display the extraction and ask the user to confirm or correct. Skip the questions that SOUL.md already answers.
  2. Batch A — basics (single 
    AskUserQuestion
    call, 4 questions):
    • Mode: Create from scratch / Adapt existing TONE.md
    • Brand category: B2B SaaS, B2C/D2C, NGO, Public Sector, Consulting, Industrial, Personal brand, Volunteering, Political/Advocacy, Other
    • Primary market(s) and language(s) — country and locale matter for idiom, reading age, and humour calibration
    • Primary content goal: Demand gen, Awareness, Retention, Recruiting, Fundraising, Advocacy, Internal comms, Other
  3. Batch B — audience & channels (4 questions):
    • Primary audience (single persona, free text — multi-persona handled in follow-up)
    • Channels in scope (multi-select): Web, Blog, Email, LinkedIn, Twitter/X, TikTok, Instagram, YouTube, Podcast, In-product UI, Support, Press, Sales decks, Recruiting, Other
    • Reading-age target: Adult general / Expert+technical / Reading-age 9 (gov + inclusive default) / Mixed
    • Risk tolerance: Safe & neutral / Moderately distinctive / Boldly distinctive (willing to alienate non-buyers)
  4. Batch C — personality & references (4 questions):
    • Primary archetype guess: 12 Jung options (Innocent, Sage, Explorer, Outlaw, Magician, Hero, Lover, Jester, Everyman, Caregiver, Ruler, Creator) or Unsure
    • Voice references: 3-5 admired brands to triangulate from (free text)
    • Anti-references: 3-5 brands NOT to sound like (free text)
    • Founder/CEO voice contribution: Heavy / Moderate / None / Explicitly avoid
  5. Batch D — constraints (3-4 questions):
    • Regulatory regime: None / GDPR / HIPAA / FDA / SEC / FCA / ASA / Other
    • Cultural taboos and topics to avoid (free text)
    • Existing brand book / banned-word list (path or None)
    • Localisation strategy: Single locale / Multi-locale with shared voice / Per-locale voice
If the user's category is "Other" or sits outside the covered set in references/category-adaptations.md — politics, religious organisations, defense, gaming, healthcare professional comms, adult content, sports teams, fintech-crypto — proceed to Phase 2.
浏览references/discovery-questionnaire.md——其中包含80多个问题的完整题库。以下批次是生成可用TONE.md的最低要求；当品牌涉及高风险、受监管或多市场场景时，需从完整题库中选取问题。
  1. 在当前工作目录（CWD）中查找
    SOUL.md
    。如果找到，读取并提取：品牌名称、使命、受众、价值观、原型、禁用话题。展示提取内容并请用户确认或修正。跳过SOUL.md已回答的问题。
  2. 批次A——基础信息（单次
    AskUserQuestion
    调用，4个问题）：
    • 模式：从头创建 / 适配现有TONE.md
    • 品牌类别：B2B SaaS、B2C/D2C、NGO、公共部门、咨询、工业、个人品牌、志愿服务、政治/倡导、其他
    • 主要市场及语言——国家和地区对习语、阅读年龄和幽默校准至关重要
    • 主要内容目标：获客、品牌认知、用户留存、招聘、筹款、倡导、内部沟通、其他
  3. 批次B——受众与渠道（4个问题）：
    • 核心受众（单个用户画像，自由文本——多用户画像将在后续处理）
    • 覆盖渠道（多选）：网页、博客、邮件、LinkedIn、Twitter/X、TikTok、Instagram、YouTube、播客、产品内UI、客服、新闻稿、销售演示文稿、招聘、其他
    • 目标阅读年龄：普通成人 / 专家+技术人群 / 9岁阅读水平（政府及包容性默认） / 混合
    • 风险容忍度：安全中立 / 适度差异化 / 高度差异化（愿意疏远非目标用户）
  4. 批次C——人格与参考品牌（4个问题）：
    • 核心原型猜测：12种荣格原型选项（天真者、智者、探索者、叛逆者、魔术师、英雄、爱人、小丑、普通人、照顾者、统治者、创造者）或不确定
    • 声音参考品牌：3-5个值得借鉴的品牌（自由文本）
    • 反参考品牌：3-5个避免模仿的品牌（自由文本）
    • 创始人/CEO声音的影响程度：重度 / 中度 / 无 / 明确避免
  5. 批次D——约束条件（3-4个问题）：
    • 监管体系：无 / GDPR / HIPAA / FDA / SEC / FCA / ASA / 其他
    • 文化禁忌及需规避的话题（自由文本）
    • 现有品牌手册/禁用词汇列表（路径或无）
    • 本地化策略：单区域 / 多区域共享品牌声音 / 各区域独立品牌声音
如果用户的品牌类别为“其他”，或不在references/category-adaptations.md的覆盖范围内——政治、宗教组织、国防、游戏、医疗专业沟通、成人内容、体育团队、金融科技-加密货币——进入第2阶段。

Phase 2 — Research uncovered contexts (conditional)

第2阶段——调研未覆盖场景（条件触发）

Spawn an Agent sub-task with this brief:
Research current tone-of-voice norms for 
<category>
brands in 
<market>
. Cover: 1) typical voice attributes for the category; 2) common pitfalls and how audiences react to off-tone copy; 3) 2-3 reference brands with publicly observable voice patterns (cite primary sources); 4) regulatory, cultural, or platform constraints on voice. Report in under 700 words with sources cited inline.
For broad cross-market research (e.g. political comms across regions), spawn up to 3 parallel agents split by region or sub-category, then synthesise the findings before continuing to Phase 3.
Use the agent's output to populate the category-adaptation section of TONE.md and refine voice attributes. Footnote sources — future maintainers will need to verify when category norms shift.
启动Agent子任务，任务说明如下：
调研
<category>
类品牌在
<market>
中的当前语调规范。涵盖：1）该类品牌的典型声音属性；2）常见误区及受众对不合语调文案的反应；3）2-3个具有可公开观察声音模式的参考品牌（引用原始来源）；4）监管、文化或平台对品牌声音的约束。报告字数不超过700字，内联引用来源。
对于跨区域的广泛调研（如跨地区的政治沟通），最多启动3个按区域或子类别拆分的并行Agent，然后整合调研结果再进入第3阶段。
使用Agent的输出填充TONE.md的类别适配部分，并优化品牌声音属性。为来源添加脚注——未来维护者需要在类别规范变化时进行验证。

Phase 3 — Define voice (ultrathink)

第3阶段——定义品牌声音（ultrathink）

Use 
ultrathink
for this phase. Synthesise the discovery inputs into:
  1. NN/g 4 dimensions position — funny/serious, formal/casual, respectful/irreverent, enthusiastic/matter-of-fact. Each is a 3-point scale. Do not cluster all four near midpoint — defaulting to mid-range scores produces bland, forgettable voices that fail to differentiate from category default. Lean to one side on at least three of the four dimensions.
  2. 3-5 voice attributes, each in the "X but never Y" pattern (Slack: "Confident, never cocky; Witty, but never silly"). For each, produce: one-line definition, 3 do's, 3 don'ts, 1 example sentence, 1 anti-example pulled from the brand's own past content if possible. Three is the minimum (fewer is unhelpful); five is the maximum (more is unmemorable). See references/voice-attributes.md for the documentation pattern.
  3. Primary archetype (optional secondary). Don't over-commit to archetype — it is a positioning shortcut, not a voice solution. Brands that lean too hard on archetype end up in cosplay (every "Hero" brand sounds the same).
  4. Tone modulation matrix — rows are situations (launch, crisis, complaint, win, sensitive topic, routine, sales objection, layoffs/bad news, apology), columns are the channels in scope. Each cell: dominant tone + 2-3 prohibited tones. This is the operational core — downstream writers and bots consult this more than the principles narrative.
  5. Lexicon — preferred terms (named concepts, customer noun like "members" vs "users"), banned terms (jargon, marketing clichés, exclusionary language), power words (10-30), jargon policy (when allowed for which audience), naming conventions (brand, product, features, competitors). See references/lexicon-mechanics.md.
  6. Mechanics — person (1st plural "we" / 2nd "you"), contractions (yes/no/contextual; GOV.UK avoids negative contractions because they harm non-native readers), Oxford comma, sentence length norm (general public: average 15-20 words; expert audiences may go longer), active/passive default (active unless softening a sensitive message), sentence case vs title case, emoji policy, punctuation tics (ellipses, em-dashes, exclamation marks), numerals. Same reference file.
  7. Inclusive language — base on the Conscious Style Guide (Karen Yin) and APA Inclusive Language Guidelines. Decide gendered language policy, ability/disability terms, race, age, nationality, neurodiversity. Per market if multi-locale.
  8. Channel-specific guidance — apply references/channel-adaptations.md per channel in scope, capturing hard platform constraints (character limits, format) and tonal shifts.
本阶段使用
ultrathink
。整合调研输入，生成以下内容：
  1. NN/g四维度定位——幽默/严肃、正式/随意、尊重/不敬、热情/平实。每个维度采用3分制。请勿将四个维度都集中在中点附近——默认中点分数会导致平淡、难以记忆的品牌声音，无法与同类品牌形成差异化。至少在三个维度上偏向某一侧。
  2. 3-5个品牌声音属性，每个属性采用“X但绝不Y”的表述方式（例如Slack：“自信但不自大；风趣但不滑稽”）。每个属性需包含：一行定义、3条该做事项、3条不该做事项、1个示例句子、1个反例（尽可能来自品牌过往内容）。最少3个（少于3个无指导意义）；最多5个（多于5个难以记忆）。文档格式参考references/voice-attributes.md。
  3. 核心原型（可选次要原型）。不要过度依赖原型——它是定位的捷径，而非品牌声音的解决方案。过度依赖原型的品牌会陷入“模仿秀”（所有“英雄”原型的品牌听起来都一样）。
  4. 语调调整矩阵——行代表场景（发布、危机、投诉、成功、敏感话题、日常、销售异议、裁员/坏消息、道歉），列代表覆盖渠道。每个单元格：主导语调 + 2-3种禁用语调。这是运营核心——下游创作者和机器人会比原则性描述更频繁地参考此矩阵。
  5. 词汇表——首选术语（指定概念、客户称谓如“会员”vs“用户”）、禁用术语（行话、营销陈词滥调、排他性语言）、强力词汇（10-30个）、行话使用规则（针对哪些受众允许使用）、命名规范（品牌、产品、功能、竞品）。参考references/lexicon-mechanics.md。
  6. 格式规范——人称（第一人称复数“我们”/第二人称“你”）、缩写（是/否/视语境而定；GOV.UK避免使用否定缩写，因为会影响非母语读者）、牛津逗号、句子长度规范（普通大众：平均15-20词；专家受众可更长）、主动/被动语态默认（主动语态，除非需要弱化敏感信息）、句首大小写规则、表情符号使用规则、标点偏好（省略号、破折号、感叹号）、数字写法。参考同一文件。
  7. 包容性语言——基于Conscious Style Guide（Karen Yin）和APA包容性语言指南。确定性别语言政策、能力/残疾术语、种族、年龄、国籍、神经多样性相关规则。多区域品牌需按区域制定。
  8. 渠道专属指导——针对每个覆盖渠道应用references/channel-adaptations.md，记录平台硬性约束（字符限制、格式）和语调变化。

Phase 4 — Write TONE.md

第4阶段——撰写TONE.md

Use assets/TONE-template.md. Fill every section. Section names and structure are stable — downstream skills depend on them for parsing.
Mandatory sections (order matters for downstream pipelines):
  • Context (brand, market, channels, goal)
  • Voice attributes (3-5, each with do/don't/example/anti-example)
  • Archetype
  • NN/g 4 dimensions positioning
  • Tone modulation matrix
  • Lexicon (preferred, banned, power words)
  • Mechanics
  • Inclusive language
  • Channel-specific guidance (one subsection per channel in scope)
  • Global Do's and Don'ts (consolidated, scannable list — this is what writers paste into their context window when drafting)
  • Examples library (before/after pairs)
使用assets/TONE-template.md。填充所有章节。章节名称和结构固定——下游技能依赖这些结构进行解析。
必填章节（顺序对下游流水线至关重要）：
  • 背景（品牌、市场、渠道、目标）
  • 品牌声音属性（3-5个，每个包含该做/不该做/示例/反例）
  • 原型
  • NN/g四维度定位
  • 语调调整矩阵
  • 词汇表（首选、禁用、强力词汇）
  • 格式规范
  • 包容性语言
  • 渠道专属指导（每个覆盖渠道对应一个子章节）
  • 全局该做与不该做事项（整合后的可快速浏览列表——这是创作者撰写文案时会粘贴到上下文窗口的内容）
  • 示例库（前后对比案例）

Phase 5 — Validate

第5阶段——验证

Run these checks before finalising the file. If any fails, surface the gap and ask the user before writing the final TONE.md:
  • 3-5 voice attributes — neither fewer nor more.
  • Every attribute has at least one anti-example sourced from the brand's own context (not a generic placeholder like "lorem ipsum bad").
  • NN/g positions don't all cluster near midpoint — at least 3 of 4 dimensions clearly off-centre.
  • Banned-words list is non-empty (prevention is cheaper than prescription — without it, writers default to category clichés the brand wanted to avoid).
  • One channel-specific subsection per channel in scope.
  • Sample three random do's and three random don'ts and re-read: would a new writer or bot know exactly what to do tomorrow? If they're abstract, rewrite them as concrete sentences with examples.
在最终生成文件前执行以下检查。如果任何检查未通过，需指出缺口并请用户确认后再生成最终TONE.md：
  • 品牌声音属性为3-5个——不能少于或多于这个数量。
  • 每个属性至少有一个来自品牌自身语境的反例（而非通用占位符如“lorem ipsum bad”）。
  • NN/g定位未全部集中在中点附近——至少4个维度中的3个明显偏离中心。
  • 禁用词汇列表非空（预防比规范更有效——没有禁用列表，创作者会默认使用品牌想要规避的同类陈词滥调）。
  • 每个覆盖渠道对应一个专属子章节。
  • 随机抽取3条该做事项和3条不该做事项重新阅读：新创作者或机器人能否明确知道第二天该怎么做？如果表述抽象，需重写为带有示例的具体句子。

Adapt mode

Adapt模式

For porting an existing TONE.md to a new support or channel without rebuilding the whole guide.
  1. Read the existing 
    TONE.md
    . Confirm with the user that voice attributes do not change — only tone modulates per channel. If the user disagrees, redirect them to SOUL.md (rebrand) or to Create mode (new TONE.md).
  2. Ask target channel via 
    AskUserQuestion
    : LinkedIn / Twitter-X / Email / In-product UI / Podcast / Video script / Press release / TikTok / Instagram / YouTube / Sales deck / Other.
  3. Ask whether to append a channel section to the existing TONE.md or fork a new 
    TONE-<channel>.md
    . Forking is cleaner for content-factory pipelines that load one file per channel; appending keeps the master guide complete.
  4. Apply the relevant section of references/channel-adaptations.md — each channel documents hard constraints (character limits, format, supported markdown), tonal shifts (e.g. LinkedIn dampens irreverence; TikTok rewards cadence and trend-awareness; in-product UI strips flourish), and prohibited registers.
  5. Re-derive 3 do's and 3 don'ts specific to the channel. Pull from the global list but make them concrete to the medium (a do that reads "be concise" globally becomes "lead with the verb in the first 90 characters" for Twitter/X).
  6. Re-do the relevant column of the tone modulation matrix.
  7. Write the adapted section or new file.
用于将现有TONE.md迁移到新平台或渠道，无需重建整个指南。
  1. 读取现有
    TONE.md
    。请用户确认品牌声音属性不会改变——仅根据渠道调整语调。如果用户不同意，引导他们使用SOUL.md（品牌重塑）或Create模式（创建新TONE.md）。
  2. 通过
    AskUserQuestion
    询问目标渠道：LinkedIn / Twitter-X / 邮件 / 产品内UI / 播客 / 视频脚本 / 新闻稿 / TikTok / Instagram / YouTube / 销售演示文稿 / 其他。
  3. 询问用户是追加渠道部分到现有TONE.md，还是生成分支文件
    TONE-<channel>.md
    。对于按渠道加载单个文件的内容创作流水线，生成分支文件更清晰；追加则能保持主指南的完整性。
  4. 应用references/channel-adaptations.md中的相关章节——每个渠道都记录了硬性约束（字符限制、格式、支持的Markdown）、语调变化（例如LinkedIn需降低不敬程度；TikTok需要贴合节奏和趋势；产品内UI需去除冗余修饰），以及禁用风格。
  5. 重新生成3条渠道专属的该做事项和3条不该做事项。从全局列表中提取，但需针对媒介具体化（例如全局的“简洁”在Twitter/X中变为“前90个字符以动词开头”）。
  6. 重新生成语调调整矩阵的对应列。
  7. 撰写适配章节或新文件。

Important constraints

重要约束

  • Voice does not change. Tone does. If you find yourself rewriting voice attributes for a channel, stop — that's a SOUL.md change, not a channel adaptation.
  • No PDF outputs, no decorative formatting. TONE.md is plain markdown so any downstream skill or bot can parse it deterministically. Avoid ASCII art, complex tables in voice-attribute sections, or anything that breaks markdown parsers.
  • Cite sources for research-derived claims. When Phase 2 research informs the TONE.md, footnote the source in the category section — future maintainers will need to verify when norms shift (especially fast-moving categories like gaming and crypto).
  • Don't borrow voices wholesale. "We want to sound like Oatly / Mailchimp / Duolingo" briefs produce derivative voices that audiences increasingly detect (especially when AI-written). Use references to triangulate, not imitate. The strategy under the style is what makes a voice work, not the surface mannerisms.
  • Banned-words lists do more work than power-words lists. Prevention is cheaper than prescription — a writer encountering "we don't use 'leverage' (unless in the financial sense)" never reaches for it again. A power-words list, by contrast, is rarely consulted in the moment.
  • Politics, regulated industries, religious organisations, defense, healthcare professional comms, gaming, adult content, sports teams, fintech-crypto → research first via Phase 2. Do not apply consumer-brand defaults. Each has voice norms shaped by audience, regulation, and platform that override generic guidance.
  • For multi-locale brands, document voice per locale rather than translating from one source language. Transcreation is the standard; surface-translating English brand voice into French or Japanese produces tin-eared copy that fails the local market.
  • 品牌声音不会改变，语调会改变。如果发现自己为渠道重写品牌声音属性，请停止——这属于SOUL.md的调整范畴，而非渠道适配。
  • 不输出PDF，不使用装饰性格式。TONE.md采用纯Markdown格式，以便任何下游技能或机器人能够确定性地解析。避免ASCII艺术、品牌声音属性部分的复杂表格，或任何会破坏Markdown解析器的内容。
  • 为调研得出的结论引用来源。当第2阶段的调研内容被纳入TONE.md时，需在类别章节添加来源脚注——未来维护者需要在规范变化时进行验证（尤其是游戏和加密货币等快速变化的类别）。
  • 不要全盘照搬其他品牌的声音。“我们想听起来像Oatly / Mailchimp / Duolingo”这类需求会导致缺乏特色的品牌声音，受众（尤其是AI生成内容的受众）越来越容易识别。使用参考品牌进行定位，而非模仿。让品牌声音有效的是其背后的策略，而非表面风格。
  • 禁用词汇列表比强力词汇列表更有用。预防比规范更有效——当创作者看到“除非用于金融语境，否则不使用‘leverage’”时，就不会再使用该词。相比之下，强力词汇列表很少会被创作者在撰写时参考。
  • 政治、受监管行业、宗教组织、国防、医疗专业沟通、游戏、成人内容、体育团队、金融科技-加密货币→先通过第2阶段进行调研。不要套用消费品牌的默认规则。这些类别受受众、监管和平台影响，形成了独特的语调规范，会覆盖通用指导。
  • 对于多区域品牌，按区域记录品牌声音，而非从单一源语言翻译。本地化创作是标准做法；将英文品牌声音直接翻译成法语或日语会导致生硬的文案，无法适应当地市场。

Disclaimer

免责声明

This skill is not exhaustive. The discipline of tone of voice is evolving rapidly, especially as AI-generated content shifts where differentiation lives. Refer to canonical sources for current best practice: Mailchimp's content style guide, GOV.UK's style guide, Nielsen Norman Group's The Four Dimensions of Tone of Voice, Karen Yin's Conscious Style Guide, Margot Bloomstein's Trustworthy, and the published voice guides of the brands in references/reference-brands.md. Voice norms vary by category and locale; verify any pattern that surprises you against the brand's actual category and market before committing it to TONE.md.
本技能并非面面俱到。品牌语调领域正在快速发展，尤其是AI生成内容改变了差异化的方向。请参考权威来源获取当前最佳实践：Mailchimp内容风格指南、GOV.UK风格指南、Nielsen Norman Group的《品牌语调的四个维度》、Karen Yin的Conscious Style Guide、Margot Bloomstein的《Trustworthy》，以及references/reference-brands.md中列出的品牌发布的语调指南。品牌语调规范因类别和区域而异；在将任何意外模式纳入TONE.md前，请根据品牌的实际类别和市场进行验证。

References

参考资料

  • references/discovery-questionnaire.md — full 80+ question bank, batched for AskUserQuestion
  • references/category-adaptations.md — per-category guidance and pitfalls
  • references/voice-attributes.md — attribute documentation pattern, NN/g 4 dimensions, Jung archetypes
  • references/channel-adaptations.md — per-channel modulation rules and hard constraints
  • references/lexicon-mechanics.md — preferred/banned terms, grammar conventions, inclusive language
  • references/reference-brands.md — studied brand voices (Mailchimp, Slack, GOV.UK, Stripe, Duolingo, Oatly, Liquid Death, Wendy's, Patagonia, Innocent, charity:water, Linear, Notion)
  • assets/TONE-template.md — TONE.md template to fill
  • references/discovery-questionnaire.md——完整的80+问题题库，按批次整理用于AskUserQuestion
  • references/category-adaptations.md——按类别划分的指导和误区
  • references/voice-attributes.md——品牌声音属性文档格式、NN/g四维度、荣格原型
  • references/channel-adaptations.md——按渠道划分的调整规则和硬性约束
  • references/lexicon-mechanics.md——首选/禁用术语、语法规范、包容性语言
  • references/reference-brands.md——研究过的品牌声音（Mailchimp、Slack、GOV.UK、Stripe、Duolingo、Oatly、Liquid Death、Wendy's、Patagonia、Innocent、charity:water、Linear、Notion）
  • assets/TONE-template.md——待填充的TONE.md模板