antigravity-skills-reference/skills/content-creator/references/brand_guidelines.md

Brand Voice & Style Guidelines

Brand Voice Framework

1. Voice Dimensions

Formality Spectrum

• Formal: Legal documents, investor communications, crisis responses
• Professional: B2B content, whitepapers, case studies
• Conversational: Blog posts, social media, email newsletters
• Casual: Community engagement, behind-the-scenes content

Tone Attributes

Choose 3-5 primary attributes for your brand:

• Authoritative: Position as industry expert
• Friendly: Approachable and warm
• Innovative: Forward-thinking and creative
• Trustworthy: Reliable and transparent
• Inspiring: Motivational and uplifting
• Educational: Informative and helpful
• Witty: Clever and entertaining (use sparingly)

Perspective

• First Person Plural (We/Our): Creates partnership feeling
• Second Person (You/Your): Direct and engaging
• Third Person: Objective and professional

2. Brand Personality Archetypes

Choose one primary and one secondary archetype:

The Expert

• Tone: Knowledgeable, confident, informative
• Content: Data-driven, research-backed, educational
• Example: "Our research shows that 87% of businesses..."

The Friend

• Tone: Warm, supportive, conversational
• Content: Relatable, helpful, encouraging
• Example: "We get it - marketing can be overwhelming..."

The Innovator

• Tone: Visionary, bold, forward-thinking
• Content: Cutting-edge, disruptive, trendsetting
• Example: "The future of marketing is here..."

The Guide

• Tone: Wise, patient, instructive
• Content: Step-by-step, clear, actionable
• Example: "Let's walk through this together..."

The Motivator

• Tone: Energetic, positive, inspiring
• Content: Empowering, action-oriented, transformative
• Example: "You have the power to transform your business..."

3. Writing Principles

Clarity First

• Use simple words when possible
• Break complex ideas into digestible pieces
• Lead with the main point
• Use active voice (80% of the time)

Customer-Centric

• Focus on benefits, not features
• Address pain points directly
• Use "you" more than "we"
• Include customer success stories

Consistency

• Maintain voice across all channels
• Use approved terminology
• Follow formatting standards
• Apply style rules uniformly

4. Language Guidelines

Words We Use

• Action verbs: Transform, accelerate, optimize, unlock, elevate
• Positive descriptors: Seamless, powerful, intuitive, strategic
• Outcome-focused: Results, growth, success, impact, ROI

Words We Avoid

• Jargon: Synergy, leverage (as verb), bandwidth (for availability)
• Overused: Innovative, disruptive, cutting-edge (unless truly applicable)
• Weak: Very, really, just, maybe, hopefully
• Negative: Can't, won't, impossible, problem (use "challenge")

5. Content Structure Templates

Blog Post Structure

1. Hook (1-2 sentences): Grab attention with a question, statistic, or bold statement
2. Context (1 paragraph): Explain why this matters now
3. Main Content (3-5 sections): Deliver value with clear subheadings
4. Conclusion (1 paragraph): Summarize key points
5. Call to Action: Clear next step for readers

Social Media Framework

• LinkedIn: Professional insights, industry news, thought leadership
• Twitter/X: Quick tips, engaging questions, thread stories
• Instagram: Visual storytelling, behind-the-scenes, inspiration
• Facebook: Community building, longer narratives, events

6. Messaging Pillars

Define 3-4 core themes that appear consistently:

1. Innovation & Technology

   • AI-powered solutions
   • Data-driven insights
   • Future-ready strategies

2. Customer Success

   • Real results and ROI
   • Partnership approach
   • Tailored solutions

3. Expertise & Trust

   • Industry leadership
   • Proven methodologies
   • Transparent communication

4. Growth & Transformation

   • Scaling businesses
   • Digital transformation
   • Continuous improvement

7. Audience Personas

Decision Makers (C-Suite)

• Tone: Professional, strategic, ROI-focused
• Content: High-level insights, business impact, competitive advantages
• Pain Points: Growth, efficiency, competition

Practitioners (Marketing Managers)

• Tone: Practical, supportive, educational
• Content: How-to guides, best practices, tools
• Pain Points: Time, resources, skills

Innovators (Early Adopters)

• Tone: Exciting, cutting-edge, visionary
• Content: Trends, new features, future predictions
• Pain Points: Staying ahead, differentiation

8. Channel-Specific Guidelines

Website Copy

• Headlines: 6-12 words, benefit-focused
• Body: Short paragraphs (2-3 sentences)
• CTAs: Action-oriented, specific

Email Marketing

• Subject Lines: 30-50 characters, personalized
• Preview Text: Complement subject, add urgency
• Body: Scannable, one main message

Blog Content

• Title: Include primary keyword, under 60 characters
• Introduction: Hook within first 50 words
• Sections: 200-300 words each
• Lists: 5-7 items optimal

9. Grammar & Mechanics

Punctuation

• Oxford comma: Always use
• Em dashes: For emphasis—like this
• Exclamation points: Maximum one per piece

Capitalization

• Headlines: Title Case for H1, Sentence case for H2-H6
• Product names: As trademarked
• Job titles: Lowercase unless before name

Numbers

• Spell out one through nine
• Use numerals for 10 and above
• Always use numerals for percentages

10. Inclusivity Guidelines

• Use gender-neutral language
• Avoid idioms that don't translate
• Consider global audience
• Ensure accessibility in formatting
• Represent diverse perspectives

Quick Reference Checklist

Before publishing any content, verify:

• Matches brand voice and tone
• Free of jargon and complex terms
• Includes clear value proposition
• Has appropriate CTA
• Follows grammar guidelines
• Mobile-friendly formatting
• Accessible to all audiences
• Proofread and fact-checked