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Skill 92 · Brand Voice Enforcement
Subchapter 92.2
references/voice-constant-tone-flexes.mdMarkdown6 KBView on GitHub
The core mental model for brand voice enforcement: voice is constant, tone flexes by context.
Voice is WHO the brand is — personality, values, identity. It never changes regardless of channel, audience, or content type. Think of it as the brand’s character.
Tone is HOW the brand speaks in a given moment — formality, energy, technical depth. It adapts to context the way a person adjusts their tone when speaking to a friend vs. a CEO vs. a large audience.
The “We Are / We Are Not” table is the anchor of brand voice. It defines the brand’s personality in paired attributes — what the brand IS and the boundary it should never cross.
The table below is an illustrative example. During enforcement, use the “We Are / We Are Not” table from the user’s own brand guidelines.
| We Are | We Are Not |
|---|---|
| Confident — we know our product and stand behind it | Arrogant — we never talk down to prospects or dismiss alternatives |
| Approachable — we make complex topics feel manageable | Casual or sloppy — approachable doesn’t mean unprofessional |
| Direct — we get to the point quickly and clearly | Blunt or aggressive — directness includes empathy |
| Data-driven — we support claims with evidence | Dry or academic — data tells stories, not lectures |
| Innovative — we push boundaries and challenge status quo | Hype-driven — innovation is real, not buzzwords |
For every piece of content:
Not every attribute needs to appear in every piece of content. Prioritize the 2-3 most relevant attributes for the content type and audience.
Tone adjusts along three independent dimensions:
How formal or casual the language is.
| Level | Signals | When |
|---|---|---|
| High | Complete sentences, industry terminology, structured format | Proposals, RFPs, enterprise comms |
| Medium | Clear and professional but conversational | Most emails, presentations, blog posts |
| Low | Casual language, contractions, personality shows through | Social media, internal comms, Slack |
How much enthusiasm, urgency, or dynamism the content conveys.
| Level | Signals | When |
|---|---|---|
| High | Active verbs, short sentences, exclamation-worthy excitement | Product launches, cold outreach hooks, social media |
| Medium | Steady pace, balanced between informative and engaging | Discovery content, follow-ups, case studies |
| Warm | Empathetic, supportive, understanding | Customer success, objection handling, bad news |
| Low | Measured, thoughtful, deliberate | Legal language, policy docs, sensitive topics |
How much domain expertise or technical detail is included.
| Level | Signals | When |
|---|---|---|
| High | Technical terminology, architecture details, specs | Technical audience, implementation proposals, API docs |
| Medium | Industry terms explained when needed, features described clearly | Mixed audience, product demos, mid-funnel content |
| Low | Outcome-focused, benefits over features, no jargon | Executive audience, cold outreach, social media |
Combine the three dimensions for each content type:
| Context | Formality | Energy | Technical Depth | Key Principle |
|---|---|---|---|---|
| Cold outreach | Medium | High | Low | Hook fast, earn attention |
| Discovery calls | Medium | Medium-High | Medium | Ask more than tell |
| Demo / presentation | Medium-High | High | High | Show, don’t just describe |
| Enterprise proposal | High | Medium | High | ROI and precision |
| Follow-up email | Medium | Medium | Low-Medium | Add new value each touch |
| Social media | Low-Medium | High | Low | Brevity and personality |
| Customer success | Medium | Warm | Medium | Empathy and competence |
| Internal comms | Low | Medium | Varies | Authentic, less polished |
Example: Cold outreach email
Voice constants active:
Tone settings:
Example: Enterprise proposal
Voice constants active:
Tone settings: