Applying Brand Guidelines

Brand Guidelines

Apply consistent brand voice, tone, and style across all written content while adapting appropriately for each platform.

Before Writing

Always read the brand profile first: Check assets/brand-profile.md for the specific brand's voice, tone, messaging pillars, and style rules. If no brand profile exists, ask the user to provide brand guidelines or help them create one using the template.

Core Framework

1. Voice (WHO the brand is)

Voice is the brand's personality—consistent across all content.

Voice dimensions to consider:

• Formal ↔ Casual: How structured is the language?
• Serious ↔ Playful: Is humor appropriate?
• Technical ↔ Accessible: What's the expertise level?
• Reserved ↔ Enthusiastic: How much energy?
• Traditional ↔ Innovative: How cutting-edge?

2. Tone (HOW the brand speaks in context)

Tone adapts to situation while staying true to voice.

Tone shifts by context:

• Celebrating wins → More enthusiastic
• Addressing problems → More empathetic
• Teaching → More patient and clear
• Thought leadership → More authoritative
• Community building → More warm and inclusive

3. Messaging Pillars (WHAT the brand talks about)

Core themes that anchor all content:

• Primary topics and expertise areas
• Values and beliefs to reinforce
• Stories and proof points to reference
• Phrases and language to use/avoid

4. Style Rules (Mechanics)

Consistent formatting and language choices:

• Capitalization conventions
• Punctuation preferences
• Terminology and word choices
• Formatting patterns

Applying Guidelines to Content

Step 1: Identify Context

• What platform is this for?
• What's the content goal? (educate, inspire, convert, engage)
• Who's the specific audience?
• What's the emotional context?

Step 2: Adapt for Platform

See references/platforms.md for platform-specific guidance on:

• LinkedIn (professional thought leadership)
• Substack (long-form newsletter)
• X/Twitter (concise, conversational)

Step 3: Write with Voice

Apply brand voice dimensions:

• Use vocabulary consistent with formality level
• Match energy and enthusiasm level
• Maintain expertise positioning
• Reflect brand personality

Step 4: Check Messaging Alignment

Ensure content:

• Supports at least one messaging pillar
• Uses approved terminology
• Avoids prohibited language
• Reinforces brand values

Step 5: Apply Style Rules

• Follow capitalization conventions
• Use correct punctuation style
• Apply formatting patterns
• Check terminology consistency

Content Review Checklist

Before finalizing any content, verify:

Voice

• [ ] Does this sound like the brand?
• [ ] Is the formality level appropriate?
• [ ] Is the energy/enthusiasm right?

Tone

• [ ] Is the tone appropriate for this context?
• [ ] Does it match the content's purpose?

Messaging

• [ ] Does it support brand messaging pillars?
• [ ] Are we using approved terminology?
• [ ] Does it reinforce brand values?

Style

• [ ] Capitalization follows guidelines?
• [ ] Punctuation is consistent?
• [ ] Formatting matches brand patterns?

Platform

• [ ] Adapted appropriately for the platform?
• [ ] Meets platform best practices?
• [ ] Right length and format?

References

• references/platforms.md - Platform-specific adaptation guidelines
• assets/brand-profile.md - Template for defining brand guidelines (customize this)

Quick Adaptation Guide

Brand Profile Template

Fill out this template to define your brand's voice, tone, messaging, and style guidelines. This profile is used by the brand-guidelines skill to ensure consistent content across all platforms.

---

Brand Overview

Brand/Company Name: [Your brand name]

What we do: [One sentence description]

Who we serve: [Primary audience]

Our unique value: [What makes us different]

---

Voice

Voice is your brand's consistent personality across all content.

Voice Dimensions

Rate each dimension from 1-5:

Voice Description

In 2-3 sentences, describe how your brand sounds:

[Example: "We sound like a knowledgeable friend who happens to be an expert. We're warm and approachable, but confident in our expertise. We avoid jargon and explain things clearly without being condescending."]

Voice Do's and Don'ts

We sound like:

• [e.g., "A trusted advisor"]
• [e.g., "A smart colleague"]
• [Add more...]

We don't sound like:

• [e.g., "A corporate press release"]
• [e.g., "An academic paper"]
• [Add more...]

---

Tone Variations

Tone adapts by context while staying true to voice.

By Content Type

By Platform

---

Messaging Pillars

Core themes that anchor all content.

Primary Topics

What we talk about (areas of expertise):

1. [Topic 1] 2. [Topic 2] 3. [Topic 3]

Brand Values

What we believe and reinforce:

1. [Value 1]: [Brief description of what this means for us] 2. [Value 2]: [Brief description] 3. [Value 3]: [Brief description]

Key Messages

Core points we want audiences to understand:

1. [Key message 1] 2. [Key message 2] 3. [Key message 3]

Proof Points & Stories

Experiences and evidence we can reference:

• [Story/proof point 1]
• [Story/proof point 2]
• [Story/proof point 3]

---

Style Rules

Capitalization

• Headlines: [e.g., "Sentence case" or "Title Case"]
• Product names: [e.g., "Always capitalize ProductName"]
• Industry terms: [e.g., "AI, not A.I. or ai"]

Punctuation

• Oxford comma: [Yes/No]
• Exclamation points: [e.g., "Use sparingly, max 1 per post"]
• Ellipses: [e.g., "Avoid" or "Use for dramatic pause"]
• Em dashes: [e.g., "Use freely for emphasis—like this"]

Formatting

• Paragraphs: [e.g., "Keep short, 1-3 sentences"]
• Lists: [e.g., "Use bullets for features, numbers for steps"]
• Emphasis: [e.g., "Bold for key terms, italics for titles"]
• Emojis: [e.g., "Minimal use, 1-2 max" or "Avoid entirely"]

Terminology

Always use:

Never use:

• [Word/phrase to avoid]
• [Word/phrase to avoid]

Industry-specific terms:

• [Term]: [How we use it / definition]
• [Term]: [How we use it / definition]

---

Examples

On-Brand Examples

LinkedIn post example:

[Paste an example of content that represents your brand well]

Why it works: [Explain what makes this on-brand]

Off-Brand Examples

What to avoid:

[Example of content that doesn't fit your brand]

Why it doesn't work: [Explain what's wrong]

---

Quick Reference

Brand in Three Words

1. [Word 1] 2. [Word 2] 3. [Word 3]

Elevator Pitch

[2-3 sentence description of brand for quick context]

Content Checklist

Before publishing, verify:

• [ ] Sounds like our brand voice
• [ ] Supports our messaging pillars
• [ ] Uses approved terminology
• [ ] Follows style rules
• [ ] Adapted appropriately for platform

Platform-Specific Guidelines

Adapt brand content appropriately for each platform while maintaining voice consistency.

Table of Contents

• LinkedIn
• Substack
• X (Twitter)
• Cross-Platform Adaptation

---

LinkedIn

Platform Context

• Professional audience seeking career/business value
• Algorithm rewards early engagement (first 60-90 minutes)
• Content appears in feed with "See more" truncation after ~3 lines

Content Specifications

• Length: 150-300 words optimal, max 3,000 characters
• Format: Short paragraphs (1-3 sentences), generous whitespace
• Hashtags: 3-5 at the very end, never inline
• Links: Place in comments (links in post reduce reach)
• Media: Images/carousels increase engagement

Voice Adaptation

• Lean slightly more professional on the formality scale
• Maintain authoritative positioning
• Keep accessible even when technical
• Balance confidence with humility

Structure Pattern

[Hook - 2-3 compelling lines]

[Context or story setup]

[Main insight/content]

[Takeaway or lesson]

[Engaging question or CTA]

#relevant #hashtags #here

Best Practices

• First 2-3 lines must hook (appears before "See more")
• One idea per post
• Use line breaks between thoughts
• End with question to drive comments
• Post Tuesday-Thursday, 8-11am in audience timezone

Avoid

• "I'm excited to announce..."
• Wall of text without breaks
• Multiple ideas crammed together
• Hashtags scattered throughout
• Salesy or promotional tone

---

Substack

Platform Context

• Subscribers chose to receive your content
• Long-form reading environment
• Direct relationship with audience
• Email delivery means different reading context

Content Specifications

• Length: 500-2,000 words typical (can go longer)
• Format: Headers, sections, clear structure
• Hashtags: Not used
• Links: Encouraged, readers expect depth
• Media: Images, charts support narrative

Voice Adaptation

• Lean more personal and conversational
• Can be more in-depth and nuanced
• Show more personality and opinion
• More room for storytelling

Structure Pattern

[Compelling headline]

[Opening hook or personal anecdote]

## Section 1
[Expand on first point]

## Section 2
[Expand on second point]

## Section 3
[Expand on third point]

[Conclusion with personal reflection]

[Call to action - subscribe, share, reply]

Best Practices

• Treat it like a letter to a smart friend
• Go deeper than surface-level takes
• Include your genuine perspective
• Use headers for scannability
• Personal stories build connection
• Ask readers to reply (builds relationship)

Avoid

• Corporate/sterile tone
• Clickbait without substance
• Pure information without perspective
• Forgetting the human on the other end

---

X (Twitter)

Platform Context

• Fast-moving feed, short attention spans
• Conversational and real-time
• Engagement drives reach
• Thread format for longer content

Content Specifications

• Length: 280 characters per post, threads for more
• Format: Punchy, complete thoughts
• Hashtags: 1-2 maximum, integrated naturally
• Links: Can reduce reach, use strategically
• Media: Images/video increase engagement

Voice Adaptation

• Lean casual and conversational
• More punchy and direct
• Can be more playful if brand allows
• Concise is essential

Single Post Pattern

[One complete thought or observation]

[Optional: single hashtag]

Thread Pattern

1/ [Hook - the promise of the thread]

2/ [First point]

3/ [Second point]

4/ [Third point]

5/ [Conclusion or call to action]

Best Practices

• One idea per tweet
• Front-load the value
• Use threads for complex topics
• Engage in replies (builds community)
• Retweet with commentary adds value
• Timing matters less than consistency

Avoid

• Trying to say too much in one tweet
• Thread hooks that don't deliver
• Excessive hashtags
• Pure self-promotion
• Ignoring replies

---

Cross-Platform Adaptation

Same Topic, Different Formats

Example topic: "Lessons from a failed product launch"

LinkedIn version (full post):

We killed our product last month.

6 months of work. $50K invested. Zero traction.

Here's what went wrong:

We built what we thought was brilliant.
We never asked if anyone actually wanted it.

The market gave us the answer we should have sought earlier.

Lesson learned: Fall in love with the problem, not your solution.

What's a product failure that taught you something valuable?

#productmanagement #startups #lessons

Substack version (newsletter intro):

Last month, we made the call to shut down a product we'd spent
six months building.

It wasn't easy. But looking back, the signs were there from the
beginning—we just didn't want to see them.

In this week's newsletter, I'm breaking down exactly what went
wrong, what we missed, and the framework I'm now using to
validate ideas before committing resources...

X version (thread):

1/ We just killed a product we spent 6 months building.

Here's what went wrong (and what I'd do differently):

2/ Mistake #1: We built in isolation.

6 months of heads-down development.
Zero customer conversations.

3/ Mistake #2: We fell in love with our solution.

The tech was elegant.
The problem it solved? Nobody had it.

4/ Mistake #3: We ignored early signals.

Beta users were polite, not excited.
Polite ≠ product-market fit.

5/ The fix: Fall in love with problems, not solutions.

Now I talk to 10 potential users before writing a line of code.

Adaptation Checklist

When adapting content across platforms:

1. Preserve core message - The insight stays the same 2. Adjust depth - LinkedIn (medium), Substack (deep), X (surface) 3. Match format expectations - Each platform has norms 4. Shift tone slightly - Professional → Personal → Casual 5. Change CTA - Platform-appropriate action 6. Maintain voice - Brand personality stays consistent