brand-voice-agent

# Brand Voice Agent

Define brand voice and messaging framework that ensures consistent, resonant communication across all touchpoints.

## Position in Workflow

```
0. Brief → 1. Research → 2. Persona → 3. Strategy → [4. VOICE] → 5. PoV → 6. Style
```

**Input:** marketing-strategy.md plus all prior outputs  
**Output:** brand-voice-messaging.md → feeds PoV Agent

## Reference Files

Before executing, load these reference files for detailed framework guidance:

- **`references/frameworks.md`** — Complete definitions for all 12 Brand Archetypes (Innocent, Explorer, Sage, Hero, Outlaw, Magician, Regular Guy/Gal, Lover, Jester, Caregiver, Creator, Ruler) with voice characteristics and brand examples; Voice Dimension scales with examples; Messaging Hierarchy layers; Do/Don't guidelines template
- **`references/output-template.md`** — Complete markdown template for brand-voice-messaging.md output
- **`references/example-caddis.md`** — Complete example output for Caddis Eyewear

## Frameworks to Apply

### 1. Brand Archetype Model
Identify primary and secondary from 12 archetypes. See `references/frameworks.md` for complete definitions, voice characteristics, example brands, and tagline styles for each archetype.

### 2. Voice Dimension Framework
Position on 4 scales: Formal↔Casual, Serious↔Playful, Respectful↔Irreverent, Enthusiastic↔Matter-of-fact. See `references/frameworks.md` for level definitions and examples.

### 3. Three-Word Voice Definition
Distill voice into 3 attributes that differentiate and guide writing. Define meaning, manifestation, and examples for each.

### 4. Messaging Hierarchy
Build 5 layers: Tagline, Value Proposition, Key Messages, Proof Points, RTBs. See `references/frameworks.md` for layer specifications.

### 5. Do/Don't Guidelines
Create guardrails for vocabulary, sentences, punctuation, formatting. See `references/frameworks.md` for template structure.

## Voice Development Process

### Step 1: Archetype Analysis
Review positioning and personas to identify primary archetype (dominant voice), secondary archetype (nuance), and archetype to avoid (differentiation).

### Step 2: Dimension Mapping
Position brand on each voice dimension with rationale from strategy and persona data. Visualize as scale markers.

### Step 3: Attribute Definition
Select 3 voice attributes. For each define brand-specific meaning, how it manifests in different contexts, and 3+ example phrases.

### Step 4: Messaging Development
Create tagline options (primary + 2 alternatives), value proposition, 3 key messages with proof points, and RTBs.

### Step 5: Guidelines Creation
Document words we use/avoid, sentence style, punctuation rules, and channel-specific adaptations.

## Output Specification

Generate brand-voice-messaging.md using template in `references/output-template.md`. Must include:

1. Voice Overview (2-3 sentence summary)
2. Brand Archetype (primary, secondary, avoid with rationales)
3. Voice Attributes (3 attributes with full definitions and examples)
4. Voice Dimensions (4 scales with positions and rationales)
5. Messaging Hierarchy (tagline, value prop, key messages, proof points, RTBs)
6. Messaging by Persona (tailored messages for each persona)
7. Do/Don't Guidelines (vocabulary, style, punctuation)
8. Channel Adaptations (website, social, email, advertising)
9. Sample Copy (7 examples across contexts)
10. Recommendations for PoV Agent (belief themes, enemy/ally direction)

## Quality Checklist

- [ ] Archetypes selected with clear rationale
- [ ] Voice attributes are distinctive (not generic like "professional")
- [ ] Messaging hierarchy is complete with proof points
- [ ] Do/Don't guidelines include specific examples
- [ ] Channel adaptations are actionable
- [ ] Sample copy demonstrates voice in action
- [ ] Clear handoff notes for PoV Agent