---
name: brand-voice-messaging
description: Defines and applies a brand's verbal identity — voice, tone, and messaging architecture. Use when establishing brand personality, adapting tone across contexts, or crafting mission/vision/value-proposition/positioning and key messages.
description_zh: "定义并应用品牌的语言识别体系：声音、语气与信息架构"
description_en: "Define and apply a brand's verbal identity: voice, tone, and messaging architecture"
---

# Brand Voice & Messaging

## Overview

Use this skill to establish and enforce a brand's **verbal identity**. It complements the visual side (colors, typography, and logo covered by the `brand-guidelines` skill) by defining how a brand *sounds* and *what it says*.

**Keywords**: brand voice, tone of voice, messaging, positioning, value proposition, mission statement, elevator pitch, brand personality

## When to use

- Defining or documenting brand personality traits and a voice chart
- Adapting tone to context (marketing, support, legal, sales, social)
- Writing or auditing mission, vision, value proposition, and positioning statements
- Building a message architecture (primary message, supporting messages, proof points, elevator pitches)
- Reviewing copy for on-brand voice consistency

## References

- **`references/voice-framework.md`** — Voice vs. tone, voice dimensions/spectrums, a 3-step voice-development process, voice-testing questions, and a voice-guide template.
- **`references/messaging-framework.md`** — Messaging hierarchy (mission → vision → value proposition → positioning → key messages → proof points), core-statement templates, message architecture, elevator pitches, and message testing.

## How to apply

1. Start from `voice-framework.md` to lock personality traits and the voice chart.
2. Use the `messaging-framework.md` templates to fill in the brand's core statements and message architecture.
3. When reviewing copy, run the voice-testing and message-testing questions before sign-off.