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everything-claude-code/skills/brand-discovery/references/50_voice-tone.md
Eryk Orłowski f810c19c13 fix(ci): catalog sync, markdownlint, unicode safety, unsupported frontmatter key 
catalog:sync: update skill count 261→265 in README.md, AGENTS.md,
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benchmark-methodology SKILL.md files (both copies)
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Module 50 — Voice & Tone

Frameworks: Brand voice spectrum (formal <-> casual, serious <-> playful, distant <-> warm, conventional <-> irreverent) · Content-type tone matrix

Goal: Codify the brand's verbal register precisely enough that two different writers produce copy that sounds like the same person. Voice is constant; tone shifts by context (home page vs. error message vs. proposal cover).

Raw

Copy the founder admires (from their own brand or others) — include the source

Copy the founder dislikes or finds "wrong register" — what specifically is wrong?

Words or phrases the brand uses all the time (even informally)

Words or phrases the brand actively avoids

How should the brand sound on: a sales page? an error message? a proposal?

"We always…" / "We never…" statements about how the brand communicates

Synthesis

Voice spectrum (mark the brand's position on each axis)

Axis 1 2 3 4 5 Notes
Formal ←→ Casual
Serious ←→ Playful
Distant ←→ Warm
Conventional ←→ Irreverent
Minimal ←→ Expressive

Voice statement (one paragraph a writer can internalise)

Tone matrix by content type

Content type Tone shift Example phrase
Homepage headline
Case study / evidence
Proposal / commercial
Error / apology
Social / informal

The three things to check every draft against

Open questions / tensions with Module 40 Personality