brand-voice-learner

品牌语调学习器

分析现有品牌内容，提取语调特征，制定可执行的语调指南，并确保所有传播内容中的品牌表达保持一致。

适用场景

• 制定品牌语调指南
• 帮助新作者熟悉品牌
• 审核语调一致性
• 调整适合不同渠道的语调
• 训练 AI 写作工具

方法论基础

基于 NN/g 语调研究和内容策略最佳实践，结合：

• 语言模式分析
• 语调维度映射
• 指南制定
• 一致性衡量

Claude 的工作与由你决定的事项

Claude 的工作	由你决定
分析现有内容	要分析哪些内容来源
提取语调模式	语调的发展方向
制定语调指南	是否批准指南
识别不一致之处	如何处理例外情况
提供语调示例	最终的语调选择

说明

第 1 步：收集语调样本

要分析的内容：

来源	用途
网站文案	核心品牌语调
博客文章	延展语调
社交媒体	轻松随意的变化
电子邮件营销活动	直接沟通
产品 UI	功能性语调
客户支持内容	富有共情的语调

样本要求：

• 至少 10-15 篇
• 涵盖多种情境
• 包含最佳示例
• 涵盖不同语气

第 2 步：分析语调维度

语调维度框架：

维度	范围
正式程度	随意 ←→ 正式
个性	严肃 ←→ 活泼
直接程度	含蓄 ←→ 直接
热情程度	内敛 ←→ 热情
技术性	简单 ←→ 技术性
亲和力	疏远 ←→ 亲切

第 3 步：提取模式

语言要素：

要素	识别内容
句子长度	短、中、长
用词选择	常用、专业、品牌专属
缩写形式	使用、避免或混用
主动语态/被动语态	偏好
代词	我们/你/他们的使用模式
标点符号	感叹号、省略号等

第 4 步：编写指南

指南结构：

1. 语调原则（3-5 条）
2. 各维度评分
3. 推荐/避免示例
4. 渠道差异
5. 词汇列表

第 5 步：创建一致性工具

要创建的工具：

• 语调检查清单
• 示例库
• 词语/短语词典
• 渠道指南

示例

示例 1：完整的语调分析

输入：

Analyze brand voice from these samples:

Website: "We build tools that actually work. No fluff, no complexity—
just software that helps you get stuff done."

Blog: "Here's the thing about productivity apps: most of them make
your life harder, not easier. We think that's backwards."

Email: "Hey there! Your trial is almost over. Before you go, we wanted
to make sure you saw everything [Product] can do."

Social: "Mondays are hard. Your software shouldn't be. ☕"

输出：

## Brand Voice Analysis

### Voice Summary

**Overall Character:** Confident, casual, anti-corporate

Your brand sounds like a smart friend who's direct and relatable—
someone who gets frustrated by the same things your customers do
and isn't afraid to call out industry BS.

---

### Voice Dimensions

正式程度 [===|======] 随意（3/10） 个性 [======|===] 活泼（7/10） 直接程度 [========|=] 非常直接（9/10） 热情程度 [=====|====] 适中（6/10） 技术性 [====|=====] 通俗易懂（4/10） 亲和力 [======|===] 亲切（7/10）

---

### Voice Principles

#### 1. Say it Straight
No corporate speak, no jargon inflation. If you can say it
in fewer words, do it.

**Examples:**
- ✅ "We build tools that actually work"
- ❌ "We leverage cutting-edge solutions to optimize..."

#### 2. Take Their Side
Position as ally against frustration. You share their pain
with the status quo.

**Examples:**
- ✅ "Most productivity apps make your life harder"
- ❌ "Our competitors offer suboptimal experiences"

#### 3. Stay Human
Contractions, casual language, occasional humor. Sound like
a person, not a press release.

**Examples:**
- ✅ "Here's the thing about..."
- ❌ "It is important to note that..."

#### 4. Confident, Not Arrogant
State opinions clearly without hedging, but don't put
others down.

**Examples:**
- ✅ "No fluff, no complexity"
- ❌ "Unlike those other terrible apps..."

---

### Linguistic Patterns

| Element | Pattern | Examples |
|---------|---------|----------|
| Sentence length | Short to medium (8-15 words average) | "We think that's backwards." |
| Contractions | Always used | "That's", "shouldn't", "we're" |
| Pronouns | Heavy "we/you" | Creates conversational feel |
| Active voice | Strong preference | "We build" not "Tools are built" |
| Punctuation | Occasional em-dashes, rare exclamations | "No fluff—just software" |
| Emoji | Occasional, relevant | Coffee emoji for Monday post |

---

### Voice Do's and Don'ts

#### DO ✅

| Pattern | Example |
|---------|---------|
| Use contractions | "We're building" not "We are building" |
| Start with "Here's the thing" | Conversational opener |
| Use "actually" for emphasis | "Tools that actually work" |
| Reference shared frustrations | "Mondays are hard" |
| Keep paragraphs short | 2-3 sentences max |
| Use second person | "Your trial" "helps you" |

#### DON'T ❌

| Pattern | Why Not |
|---------|---------|
| "Leverage" "optimize" "synergy" | Corporate jargon |
| "We are pleased to announce" | Stiff, formal |
| Passive voice | "Was built by our team" |
| Hedging language | "We think maybe possibly..." |
| Long, complex sentences | Loses casual feel |
| Excessive exclamation points | Feels fake enthusiastic |

---

### Word Choice Guide

#### Preferred Terms

| Instead of | Use |
|------------|-----|
| Utilize | Use |
| Leverage | Use |
| Solutions | Tools, software |
| Empower | Help |
| Seamless | Easy, simple |
| Robust | Strong, reliable |
| Best-in-class | (just show, don't tell) |
| Cutting-edge | New, latest |

#### Signature Phrases

| Phrase | When to Use |
|--------|-------------|
| "Here's the thing" | Starting opinion pieces |
| "Actually" | Emphasizing real value |
| "No [negative], no [negative]" | Simple value props |
| "That's backwards" | Calling out industry norms |

---

### Channel Variations

#### Website (Core Voice)
- Most polished version
- Still casual but refined
- Slightly higher stakes language

#### Blog (Extended Voice)
- More conversational
- Can be longer, more exploratory
- Personal opinions encouraged

#### Social Media (Compressed Voice)
- Shortest, punchiest
- More humor allowed
- Emoji occasionally OK
- Can reference current events/culture

#### Email (Direct Voice)
- Friendly but action-oriented
- "Hey there" openings OK
- Clear CTAs
- Personal where possible

#### Support (Empathetic Voice)
- Warmer, more patient
- Solution-focused
- Less attitude, more help
- Still casual but careful

---

### Voice Checklist

Before publishing, check:

- [ ] Would you say this to a friend?
- [ ] Are there any "corporate speak" words?
- [ ] Is it shorter than it could be?
- [ ] Is the main point clear?
- [ ] Does it sound like us, not a competitor?
- [ ] Would it make sense without context?

示例 2：快速语调审核

输入：

Does this match our voice?
"We are delighted to inform you that your request has been
processed and the desired outcome has been achieved."

输出：

## Voice Audit

### Verdict: ❌ Does Not Match

---

### Issues Found

| Problem | Example | Should Be |
|---------|---------|-----------|
| Too formal | "We are delighted" | "Great news!" |
| Passive voice | "has been processed" | "We processed" |
| Corporate speak | "desired outcome" | "what you wanted" |
| Stiff structure | Full sentence | Shorter, direct |

---

### Rewritten

**Original:**
> "We are delighted to inform you that your request has been
> processed and the desired outcome has been achieved."

**On-brand version:**
> "Good news! We've taken care of your request—you're all set."

**Even more casual:**
> "Done! Your request went through. You're good to go."

---

### What Went Wrong

This sounds like a corporate auto-reply, not your brand.
It has:
- No contractions
- Passive voice
- Formal phrasing
- No personality

Your brand would sound like a helpful friend delivering good news,
not a legal notice.

技能边界

此技能擅长的工作

• 分析现有内容
• 提取语调模式
• 制定指南
• 审核一致性

此技能无法完成的工作

• 从零打造语调
• 了解你的品牌策略
• 访问你的全部内容
• 取代品牌判断

迭代指南

后续提示词：

• “用我们的品牌语调重写这段内容”
• “为 [渠道] 创建不同的语调版本”
• “审核这些样本的一致性”
• “将内容添加到我们的词语/短语词典中”

参考资料

• NN/g Voice and Tone Guidelines
• Content Strategy Alliance
• Mailchimp Voice and Tone
• Buffer Brand Voice Guide

相关技能

• brand-strategy - 整体品牌发展
• copywriting-ogilvy - 写作技巧
• storytelling-storybrand - 叙事语调

技能元数据

• 领域：品牌 / 内容
• 复杂度：中级
• 模式：cyborg
• 价值实现时间：制定完整指南需 2-4 小时
• 前置条件：内容样本、品牌背景