Brand voice

Template skill. Fill in the [BRACKETED] placeholders with your organization's details — or paste your org context and ask Claude to populate them for you.

[YOUR ORGANIZATION] Brand Guidelines

Source: [link to your brand guidelines document or file path] Last updated: [DATE]

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Organization Name Rules

• Full name: [YOUR ORGANIZATION FULL NAME]
• Preferred short form: [abbreviated name or acronym]
• First mention in any text: "[Full Name] ([Acronym])"
• Subsequent mentions: "[Acronym]" or "[Short Form]"
• Legal name: [if different from marketing name — note when to use/avoid]
• Tagline: "[YOUR TAGLINE]"
• Not acceptable: [list common naming mistakes to avoid]
• Regional/divisional format: [e.g., "[Org] APAC" on first mention, then "[Acronym] APAC"]

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Color Palette

Primary Colors

Name	Hex	Usage
[Color Name]	#[HEX]	[primary use — e.g., headlines, buttons, primary accent]
[Color Name]	#[HEX]	[primary use]

Secondary Colors

Name	Hex	Usage
[Color Name]	#[HEX]	[secondary use]
[Color Name]	#[HEX]	[secondary use]

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Typography

Primary Fonts

Font	Weight	Usage
[Font Name]	[weight]	[headlines, headers, emphasis]
[Font Name]	[weight]	[body text, subheads]

Substitute Fonts (when primary fonts are unavailable)

Primary	Substitute
[Primary font]	[Substitute — e.g., Arial Bold]
[Primary font]	[Substitute — e.g., Arial Regular]

Use substitutes in email, basic web pages, and Office documents.

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Brand Voice & Tone

Brand Archetype: [YOUR ARCHETYPE — e.g., The Expert / The Hero / The Guide]

[1-2 sentences describing how the archetype shows up in communication — what the brand stands for and how it expresses that.]

Voice Attributes

Our voice IS	Our voice is NOT
[Attribute 1]	[What it's NOT]
[Attribute 2]	[What it's NOT]
[Attribute 3]	[What it's NOT]
[Attribute 4]	[What it's NOT]

Writing Principles

• [Principle 1] — [brief explanation, e.g., "Lead with insight, not setup"]
• [Principle 2] — [brief explanation, e.g., "Data-first claims — back assertions with research"]
• [Principle 3] — [brief explanation, e.g., "Active voice throughout"]
• [Principle 4] — [brief explanation, e.g., "Specific over vague — use real numbers"]

Tone by Content Type

Type	Tone	Length
Blog post	[e.g., Authoritative, energetic]	[word count range]
Newsletter article	[e.g., Concise, action-oriented]	[word count range]
Thought leadership	[e.g., Analytical, provocative]	[word count range]
One-pager	[e.g., Dense, data-driven]	1 page
Social post	[e.g., Sharp, curiosity-driving]	1-3 sentences
Press release	[e.g., Wire-ready, journalistic]	400-550 words
Email (internal)	[e.g., Direct, casual]	Varies
Email (external)	[e.g., Professional, peer-level]	Varies

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Terms to Avoid

Never use in marketing copy: [list banned words or phrases specific to your org's style — e.g., "leverage", "synergy", "game-changing", "cutting edge", "unlock", "delve"]

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Key Proof Points / Data to Reference

When describing [YOUR ORGANIZATION] or its work:

• [Proof point 1 — e.g., "X members across Y countries"]
• [Proof point 2 — e.g., "Over $Xm invested in research"]
• [Proof point 3 — e.g., "NPS of X at flagship event"]
• [Proof point 4 — key research result or stat]

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Logo Usage Rules

• Primary mark: [describe primary logo — mark + wordmark, or wordmark only]
• Safe zone: [minimum clear space rule]
• On light backgrounds: [version to use]
• On dark backgrounds: [version to use]
• Never: [list prohibited logo treatments — e.g., stretch, recolor, add effects]

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Document Formatting

Word Documents

• Font: [e.g., Calibri 11pt] — use when [primary font] is unavailable
• Headings: [style — e.g., Heading 1 in Bold, Title Case]
• Body: [style — e.g., Normal style, 1.15 line spacing]

Presentations

• Headline font: [font + weight]
• Body font: [font + weight]
• Slide dimensions: [16:9 standard / other]
• Template location: [file path or URL]

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Standard Boilerplate

Use this word-for-word in press releases, one-pagers, and other external materials:

[YOUR ORGANIZATION BOILERPLATE — the standard "About Us" paragraph used in external publications. Include: full name, what you do, who you serve, key stats, and website URL.]

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Media Contact (default)

[Name]
[Title]
[Email]
[Phone]