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Agent skill

Brand Voice

by arnabbagxd in arnabbagxd/Brand-building-skills

Define a brand's verbal identity — tone, voice, writing style, vocabulary, and messaging rules.

MITAuto-check passedWriting & Content

Install Brand Voice

skills CLI
$ npx skills add arnabbagxd/Brand-building-skills --skill brand-voice -a claude-code

Project install by default; add -g for ~/.claude/skills/.

GitHub CLI
$ gh skill install arnabbagxd/Brand-building-skills brand-voice --agent claude-code

Project scope by default; add --scope user for a personal install. Needs GitHub CLI 2.90.0 or later (public preview).

Manual copy
$ git clone --depth 1 https://github.com/arnabbagxd/Brand-building-skills.git skills-src && mkdir -p .claude/skills && cp -r skills-src/skills/brand-voice .claude/skills/brand-voice && rm -rf skills-src

Use ~/.claude/skills/ instead of .claude/skills for a personal install. The folder must contain SKILL.md.

Claude Code skills documentation · loads skills from .claude/skills/

Facts

Skill name
brand-voice
GitHub stars
729
Token cost
~1.3k tokens
SKILL.md length
565 words
Files
1
Skills in repo
29
Repo updated
First seen
Licence
MIT

At a glance

Define a brand's verbal identity — tone, voice, writing style, vocabulary, and messaging rules.

  • Works in 8 steps: VOICE OVERVIEW → TONE DIMENSIONS → VOICE QUALITIES → …
  • The user says brand voice
  • SKILL.md covers Before You Start, Information to Gather, Output: Brand Voice Guide and Related Skills
  • Instructions only: no scripts, shell commands, URLs or credentials in SKILL.md

What it does

Brand Voice is an agent skill from arnabbagxd/Brand-building-skills. Define a brand's verbal identity — tone, voice, writing style, vocabulary, and messaging rules. Use when the user says "brand voice", "tone of voice", "how should we write", "writing guidelines", "copy style guide", "brand language", "verbal identity", "how should the brand sound", "tone guide", "our copy doesn't sound right", "copywriter guidelines", "voice and tone", or when onboarding a copywriter or content team. Also use when the user has a brand strategy and wants to define how the brand communicates.

Its SKILL.md is about 1.3k tokens, which your agent loads only when the skill is triggered. It is a single SKILL.md file with no bundled scripts.

It sits in Writing & Content, covering Brand voice and tone. The repository describes itself as: Brand building skills for Claude Code and AI agents. strategy, naming, identity, voice, positioning, messaging, auditing, and launch. The licence is MIT.

When your agent uses it

  • The user says brand voice
  • How should we write
  • Writing guidelines
  • Copy style guide

Example prompts

  • “brand voice”
  • “tone of voice”
  • “how should we write”
  • “/brand-voice”

Workflow steps

8 steps, taken from the step headings in SKILL.md.

  1. VOICE OVERVIEW
  2. TONE DIMENSIONS
  3. VOICE QUALITIES
  4. VOCABULARY
  5. WRITING STYLE RULES
  6. CHANNEL ADAPTATIONS
  7. BEFORE AND AFTER EXAMPLES
  8. THINGS WE NEVER SAY

What it can do on your machine

Read from SKILL.md and the folder at commit 4a0a8b5. It shows what the files ask for, not the result of running them.

  • Tool permissions

    Pre-approves nothing: there is no allowed-tools line, so your agent's usual permission prompts apply.

    From allowed-tools in the SKILL.md frontmatter.

  • Runs code

    No scripts in the folder and no shell commands in SKILL.md.

    From the folder's file list and the shell code blocks in SKILL.md.

  • Network

    No URLs in SKILL.md.

    From URLs in SKILL.md, links to its own repository left out.

  • Credentials

    Names no API keys, tokens, secrets or passwords.

    From names ending in _API_KEY, _TOKEN, _SECRET, _KEY or _PASSWORD in SKILL.md.

Context cost

Brand Voice loads about 1.3k tokens when it runs. Until then it costs about 131 tokens; SKILL.md has 565 words of instructions outside code blocks.

Always · name and description, kept in context so the agent knows when to use it
~131
When it runs · the whole SKILL.md, loaded when a task matches
~1.3k

Estimates: characters ÷ 4, the usual rule of thumb; real counts depend on the model's tokenizer. Scripts and assets cost tokens only if the agent reads them.

Safety

Auto-check passed

The automated check found no risky patterns in SKILL.md.

Automated static check — not a guarantee. Review scripts before installing. It scans the text of SKILL.md for risky patterns (piping downloads into a shell, reading credential files, hidden Unicode, destructive commands); files beside SKILL.md are not scanned.

SKILL.md

The full file from arnabbagxd/Brand-building-skills at commit 4a0a8b5, republished under its MIT licence (© arnabbagxd). 565 words, ~1,262 tokens.

Download SKILL.mdSave it as .claude/skills/brand-voice/SKILL.md (or your agent's skills folder).
name
brand-voice
description
Define a brand's verbal identity — tone, voice, writing style, vocabulary, and messaging rules. Use when the user says "brand voice", "tone of voice", "how should we write", "writing guidelines", "copy style guide", "brand language", "verbal identity", "how should the brand sound", "tone guide", "our copy doesn't sound right", "copywriter guidelines", "voice and tone", or when onboarding a copywriter or content team. Also use when the user has a brand strategy and wants to define how the brand communicates.
metadata.version
1.0.0

Brand Voice

You are a senior verbal identity strategist and copy director. Your job is to define how a brand speaks — its tone, vocabulary, style, and communication principles — in a way any writer can apply consistently.

Before You Start

Check if .agents/brand-context.md exists. Read it before asking questions. Use that context and only ask for what's missing.

Information to Gather

If brand context isn't available:

  1. Brand name and category
  2. Brand personality — how would you describe the brand as a person?
  3. Audience — who are they? How do they communicate?
  4. Positioning — premium, approachable, expert, playful?
  5. Tone spectrum — ask them to rate: Formal ↔ Casual, Serious ↔ Playful, Expert ↔ Accessible, Corporate ↔ Human
  6. Brands with voices they admire — which brands communicate in a way they want to emulate?
  7. What the brand should never sound like — what voice is clearly wrong for this brand?

Output: Brand Voice Guide

01 — VOICE OVERVIEW

One strong paragraph (4–5 sentences) that captures the brand's communication character. Read this and you should immediately know how to write for this brand. Reference the personality, audience relationship, and tone territory.

Include a one-sentence Voice Essence statement: "[Brand] sounds like [character description] — [quality], [quality], and [quality]."

02 — TONE DIMENSIONS

Define the brand's position on 4–5 tone axes. For each:

[Dimension] — e.g. Casual ←——→ Formal

  • Where the brand sits (e.g. "Casual side, but not sloppy")
  • What this means in practice
  • One example sentence that demonstrates this

Cover dimensions such as:

  • Formality (casual ↔ formal)
  • Energy (calm ↔ energetic)
  • Humor (serious ↔ witty)
  • Expertise (accessible ↔ authoritative)
  • Warmth (distant ↔ intimate)
03 — VOICE QUALITIES

List 5–6 core voice qualities. For each:

[Quality Name]

  • What it means for this brand specifically (2 sentences)
  • Do: Example of this quality in action
  • Don't: Common mistake that violates this quality
04 — VOCABULARY

Words we use: List 10–15 words and phrases that feel natural for this brand. Include brand-specific terms, verbs, and descriptors.

Words we avoid: List 10–15 words and phrases that feel off-brand. Include industry jargon, clichés, and words that contradict the brand's personality.

Brand-specific language: Any proprietary terms, product names, or ways the brand refers to its customers/users (e.g. "members" vs "users" vs "customers").

Show full SKILL.md (210 more words)Show less
05 — WRITING STYLE RULES

Sentence length: Short, medium, or long? When to mix?

Punctuation: Use of em-dashes, ellipses, exclamation marks (encouraged/limited/banned)?

Capitalization: Standard sentence case, title case for headlines, any exceptions?

Numbers: When to spell out, when to use numerals?

Contractions: Use them or avoid them?

Active vs passive voice: Preference and exceptions?

Humor: Allowed, encouraged, or off-limits? If allowed, what type?

06 — CHANNEL ADAPTATIONS

Voice stays consistent. Tone adapts. For each channel, explain how the core voice flexes:

ChannelTone AdjustmentExample
Website homepage[adjustment][example phrase]
Social media[adjustment][example phrase]
Email marketing[adjustment][example phrase]
Customer support[adjustment][example phrase]
Error messages / UI copy[adjustment][example phrase]
07 — BEFORE AND AFTER EXAMPLES

Provide 4–5 rewrite examples showing off-brand copy transformed into on-brand copy:

Before (off-brand):

[example]

After (on-brand):

[example]

Why it works: [one sentence]

08 — THINGS WE NEVER SAY

List specific phrases, formats, or communication patterns this brand never uses. Be direct.

Examples of categories:

  • Hollow hype ("world-class", "revolutionary", "game-changing")
  • Over-apologetic language
  • Passive-aggressive humor
  • Overly corporate language
  • False urgency or pressure tactics
  • brand-strategy: Brand positioning the voice should express
  • brand-identity: Visual identity to pair with verbal identity
  • brand-messaging: Taglines and messaging hierarchy
  • brand-guidelines: Full standards doc incorporating voice
  • brand-context: Foundation context for all brand work

© arnabbagxd, MIT. Rendered from Markdown: HTML in the file is shown as text, images as links, and headings moved down two levels. Raw file

Files

Just SKILL.md in skills/brand-voice of arnabbagxd/Brand-building-skills.

Open the folder on GitHubat commit 4a0a8b5

Compare with similar skills

Brand Voice next to the 5 skills that share the most tags, products or categories with it. Stars are the repository's; “used in” counts other GitHub owners with a copy.

Brand Voice compared with similar skills
SkillStarsUsed inTokensAuto-checkLicenceRepo updated
Brand Voice this skillarnabbagxd/Brand-building-skills729—~1.3kAutomated safety check: PassMIT
Avoid AI Writingconorbronsdon/avoid-ai-writing4.9k3 repos~8.1kAutomated safety check: PassMIT
BrandOhh-889/skyroc79513 repos~733Automated safety check: PassMIT
Khazix WeChat Article WriterKKKKhazix/khazix-skills21k1 repos~2.9kAutomated safety check: PassMIT
Writing Guidelinesvercel-labs/agent-skills32k7 repos~309Automated safety check: PassNone
Unslop AI Writing Cleanuptheclaymethod/unslop518—~1.7kAutomated safety check: PassMIT

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    Ohh-889/skyroc

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Categories

Questions about Brand Voice

What does Brand Voice do?

Define a brand's verbal identity — tone, voice, writing style, vocabulary, and messaging rules. Brand Voice is an agent skill from arnabbagxd/Brand-building-skills. Define a brand's verbal identity — tone, voice, writing style, vocabulary, and messaging rules.

When should I use Brand Voice?

Brand Voice fits situations like: the user says brand voice; how should we write; writing guidelines; copy style guide.

How do I install Brand Voice in Claude Code?

Run `npx skills add arnabbagxd/Brand-building-skills --skill brand-voice -a claude-code`. Or copy the skill folder (skills/brand-voice in arnabbagxd/Brand-building-skills) into .claude/skills/brand-voice in your project. Claude Code loads it when a task matches its description.

How do I install Brand Voice in Codex?

Run `npx skills add arnabbagxd/Brand-building-skills --skill brand-voice -a codex`. Or copy the skill folder (skills/brand-voice in arnabbagxd/Brand-building-skills) into .agents/skills/brand-voice in your project. Codex loads it when a task matches its description.

Can I use Brand Voice in Cursor, Gemini CLI or GitHub Copilot?

Cursor, Gemini CLI, GitHub Copilot and OpenCode also load SKILL.md folders. With the skills CLI, run `npx skills add arnabbagxd/Brand-building-skills --skill brand-voice -a cursor` (or -a gemini-cli, github-copilot or opencode for the others). To copy it by hand, put the folder in .cursor/skills/brand-voice, .gemini/skills/brand-voice, .github/skills/brand-voice and .opencode/skills/brand-voice in your project.

What does Brand Voice need to run?

SKILL.md names no scripts, command-line tools or credentials: Brand Voice is instructions for the agent only.

Does Brand Voice access the network?

SKILL.md contains no URLs. Any network use would come from the scripts or tools the agent runs. This is read from the text; nothing was executed.

Is Brand Voice safe to install?

Our automated static check of SKILL.md found no risky patterns, such as piping downloads into a shell, reading credential files or hidden Unicode. It is not a guarantee. Review the folder before installing.

What licence does Brand Voice use?

Brand Voice is published under the MIT licence (the repository's licence). It allows redistribution, so the full SKILL.md is shown on this page.

How many tokens does Brand Voice use?

About 1.3k tokens (SKILL.md is roughly 5k characters). Agents keep only the skill's name and description in context until a task matches; then they load SKILL.md in full.

What are the alternatives to Brand Voice?

Skills that share tags, products or a category with Brand Voice: Avoid AI Writing (conorbronsdon/avoid-ai-writing, 4.9k stars), Brand (Ohh-889/skyroc, 795 stars), Khazix WeChat Article Writer (KKKKhazix/khazix-skills, 21k stars) and Writing Guidelines (vercel-labs/agent-skills, 32k stars). The comparison table on this page puts their stars, adoption, token cost, safety result and licence side by side.

Who maintains Brand Voice?

arnabbagxd (a GitHub user) maintains it in arnabbagxd/Brand-building-skills, which has 729 GitHub stars. The repository holds 29 skills in this directory. The repository was last updated on June 13, 2026.

Source: arnabbagxd/Brand-building-skills on GitHub. Facts on this page come from the repository at the commit we read; the author's words are quoted as theirs.