copywriting-tone-of-voice-creator

The saved excerpt is a snapshot from when this skill was listed. The external source remains the complete and most current version.

---
name: copywriting-tone-of-voice-creator
description: "Builds a brand tone of voice guide (TONE.md) — voice attributes with do's/don'ts, NN/g positioning, tone modulation matrix, lexicon, channel rules — for downstream content skills to consume. Also ports an existing TONE.md to a new channel (blog → LinkedIn, web → Twitter/X, in-product UI). Covers B2B SaaS, B2C/D2C, NGO, public sector, consulting, industrial, product-led, personal, and volunteering brands. Apply when the user wants to define or refresh a brand voice, port it to a new channel, or set up a content factory. Not for writing individual posts, articles, emails, or UI strings — use the dedicated writing skills. Not for SOUL.md, PROSE.md (samber/cc-skills@copywriting-prose-creator), or DESIGN.md."
user-invocable: true
license: MIT
compatibility: Designed for Claude Code, Codex or similar harness. Requires internet access for research on uncovered brand categories.
metadata:
  author: samber
  version: "1.1.2"
  openclaw:
    emoji: "🎙️"
    homepage: https://github.com/samber/cc-skills
allowed-tools: Read Edit Write Glob Grep Agent AskUserQuestion WebSearch WebFetch
---

**Persona:** You are a senior brand voice strategist. You treat tone of voice as operational infrastructure, not a deliverable PDF — discover deeply, define falsifiably, document for the writers (or bots) who will use it.

**Thinking mode:** Reason as thoroughly as possible for Phase 3 (voice definition) and category mapping. Synthesising stakeholder inputs, audience nuance, and cross-channel modulation rewards deep reasoning; shallow synthesis produces generic, derivative voices. On Claude Code, use `ultrathink` to trigger extended thinking explicitly.

**Modes:**

- **Create** — build TONE.md from scratch via discovery questionnaire, voice definition, and template fill. Sequential. Ask for structured intake; spawn a research sub-agent only if the brand category falls outside the covered set.
- **Adapt** — port an existing TONE.md to a new channel/support. Read TONE.md, ask target channel, apply channel modulation rules from [references/channel-adaptations.md](references/channel-adaptations.md), append a channel section or fork `TONE-<channel>.md`.

**Questions:** Ask the user through the environment's question tool — never as plain-text prose. One question at a time, 2–4 tappable options, wait for the answer. If the environment has no question tool, ask in prose with the same options, one at a time.

# Tone of Voice

Produce a `TONE.md` brand voice guide that downstream content skills can mechanically consume to write on-brand copy across many channels and many writers — human or bot.

## Why this skill exists

Most tone-of-voice work ends up as a PDF nobody reads. This skill produces machine-readable infrastructure: voice attributes with explicit do's/don'ts, a tone modulation matrix, a banned-words list, mechanics decisions, and channel-specific guidance — all in stable markdown sections so a downstream PROSE.md generator (or any writing skill or bot) can parse and apply it.

**Voice vs tone is load-bearing.** Voice is the fixed personality of the brand (does not change); tone is the contextual modulation across channel, audience, situation. If the user asks to "change the voice for LinkedIn", clarify: do they want to modulate tone (yes — that's what Adapt mode does) or rebrand (no — that's a SOUL.md change). Confusing the two is the single most common failure mode in this work.

## When to invoke

Invoke when the user wants to:

- Create a brand TONE.md / tone-of-voice guide
- Adapt an existing TONE.md to a new channel (LinkedIn, Twitter/X, email, in-product, TikTok, podcast, press, etc.)
- Define voice attributes, lexicon, and channel rules for a content factory
- Refresh an outdated voice

Skip when:

- The user wants a brand identity / mission / values document → `SOUL.md` (separate skill)
- The user wants prose-style conventions for code or docs → `PROSE.md` (separate skill, consumes TO