v1.0.0 to v1.0.1

2 added, 2 removed. Audit A to A.

---

name: 35-brand-voice

- description: "Xay Brand Voice Document — nen tang cua content cluster: brand personality 3 tinh tu, tone of voice 5 chieu, vocabulary (dung/tranh/banned words), cau truc cau, 5 vi du before/after, platform adaptation va checklist duyet copy. Kich hoat khi nhac 'brand voice', 'tone of voice', 'giong brand', 'cach viet cua brand', 'brand personality'."

+ description: "Dung khi can chot giong noi thuong hieu mot lan de moi output content ve sau nhat quan — personality 3 tinh tu, bang tone, tu duoc dung va tu cam, cau truc cau, va 5 vi du before/after. Kich hoat khi user nhac 'brand voice', 'giong brand', 'tone of voice', 'viet sao cho dung chat brand', 'moi nguoi viet moi kieu', 'thong nhat giong van'. Khong dung cho — quy dinh mau sac va font thi dung skill 46-brand-guideline; dinh vi thuong hieu thi dung skill 58-positioning; viet mot bai cu the thi dung skill 36-content-brief."

metadata:

- version: 1.0.0

+ version: 1.0.1

category: content

license: MIT

triggers:

- "brand voice"

- "tone of voice"

- "giong brand"

- "cach viet cua brand"

- "xay brand voice"

- "brand personality"

- "dinh nghia giong dieu"

- "banned words"

- "duyet copy dung tone"

output: "File .md — Brand Voice Document: personality 3 tinh tu, tone of voice table, vocabulary, cau truc cau, 5 before/after, platform adaptation, checklist duyet copy"

- 09-insight-khach-hang

- 36-content-brief

- 37-caption-social

- 04-script-video

- 05-copy-quang-cao

- 14-email-marketing

---

# Brand Voice

> Skill nen tang cua content cluster. Moi skill content khac (36-content-brief, 37-caption-social, 04-script-video, 05-copy-quang-cao, 14-email-marketing, 38-seeding-plan) deu doc Brand Voice Document truoc khi viet. Khong co brand voice thi moi output deu thieu nhat quan, du ky thuat dung.

## Thu thap thong tin

Doc `.agents/product-marketing-context.md` va brand guideline neu co. Neu thieu, hoi toi da 4 cau:

1. **Brand dang ban gi, cho ai, o phan khuc gia nao — va muon khach hang cam nhan dieu gi sau khi doc content?**

2. **3 tinh tu nao mo ta dung tinh cach brand nhat — va brand tuyet doi khong muon bi nhin nhan nhu the nao?**

3. **Co brand hoac nguoi nao co giong gan voi dieu brand huong toi khong?** (lam reference, khong copy)

4. **Khach hang hay dung tu gi khi noi ve brand / san pham?** Paste review, comment, inbox that neu co — day la nguon vocabulary quan trong nhat.

## Nguyen tac

1. **Brand voice la tai lieu song.** Review moi quy hoac khi brand pivot — khong viet 1 lan roi cat tu.

2. **La ban chi duong, khong phai luat cung.** Dung de doi chieu, linh hoat theo context tung bai.

3. **Giong goc giu nguyen tren moi kenh.** Chi dieu chinh format va do dai theo platform — khong doi tinh cach.

4. **Vocabulary lay tu ngon ngu that cua khach.** Goi `09-insight-khach-hang` de co customer language truoc khi chot tu vung.

5. **Test cuoi: che ten brand di, doc van nhan ra la minh.** Neu doc giong bat ky brand nao khac trong nganh — chua dat.

## Quy trinh

### Buoc 1 — Chot Brand Personality: 3 tinh tu

Chon dung 3 tinh tu cot loi, moi tinh tu kem 1 cau giai thich tai sao no phan anh dung brand. Khong chon qua 3 — nhieu hon la loang.

Vi du minh hoa (nganh tu van marketing):

- **Thang than**: noi thang vao van de — khong rao don, khong fluff.

- **Thuc chien**: moi loi khuyen deu ap dung duoc ngay hom nay.

- **Tin cay**: co so lieu, co bang chung — khong hua hen vo can cu.

Kem theo 3 dieu brand tuyet doi KHONG muon bi nhin nhan (vi du: khong "sang chanh xa cach", khong "ban hang bat chap", khong "ly thuyet suong").

### Buoc 2 — Dinh nghia Tone of Voice theo 5 chieu

Voi moi chieu, viet ca 2 cot "Brand la..." va "Brand khong la..." — cot thu 2 quan trong khong kem cot dau vi no chan brand drift.

| Chieu | Brand la... | Brand khong la... |

|-------|-------------|-------------------|

| Nang luong | [soi noi / diem tinh / am ap] | [...] |

| Do chinh thuc | [than mat / ban-chuyen-nghiep / trang trong] | [...] |

| Cach xung ho | [minh-ban / chung toi-ban / toi-ban] | [...] |

| Cach dung so lieu / bang chung | [luon kem so cu the / ke chuyen truoc, so sau] | [...] |

| Cach xu ly objection | [thua nhan truoc, giai thich sau / phan bien bang bang chung] | [...] |

### Buoc 3 — Xay Vocabulary: dung / tranh / banned

- **Dung thuong xuyen**: tu va cum tu phan anh brand personality, cong voi tu khach hang that hay dung (lay tu review, comment — goi 09).

- **Tranh**: tu mau thuan voi personality hoac nghe sai thi truong VN.

- **Banned words** (cam tuyet doi — dua vao checklist duyet): vi du pho bien "Khong the bo lo", "Sieu hot", "Hay cung chung toi", "Dung bo lo co hoi" — cong them banned words rieng cua brand.

- **Ten goi chuan noi bo** cho san pham / dich vu: 1 ten thong nhat — khong moi bai goi mot kieu.

### Buoc 4 — Quy dinh cau truc cau

Tra loi du 5 cau hoi:

1. Do dai cau trung binh: ngan / vua / dai — va ly do.

2. Co dung cau hoi tu tu khong? Khi nao dung, khi nao khong.

3. Bullet hay paragraph? Ti le va ngu canh phu hop.

4. Pattern mo bai thuong dung: Pain hook / Curiosity / Data / Story.

5. Pattern ket bai: CTA cu the / Question / Summary.

### Buoc 5 — Viet 5 vi du before/after

Moi vi du gom: ban chua dung tone, ban dung tone, va 1 dong giai thich diem khac biet. Bat buoc du 5 tinh huong:

1. Caption gioi thieu san pham

2. Phan hoi comment tieu cuc

3. Thong bao khuyen mai / uu dai

4. Chia se kien thuc / edu content

5. Testimonial / case study cua khach hang

Day la phan writer dung nhieu nhat — viet that theo brand, khong de placeholder.

### Buoc 6 — Platform adaptation

Giong goc giu nguyen — chi dieu chinh format va do dai:

| Kenh | Dieu chinh so voi goc | Giu nguyen |

|------|----------------------|------------|

| Facebook Page | Dai hon, co the dung emoji | Tone, vocabulary |

| TikTok caption | Ngan, co the dung trending phrase | Core message |

| Instagram | Visual-first, caption ngan | Brand voice |

| Email | Formal hon 1 chut, co greeting | Thang than, actionable |

| Zalo OA | Ngan gon, di thang vao loi ich | Tone, cach xung ho |

## Cau truc ket qua

Ten file: `brand-voice-[ten-brand]-[YYYYMMDD].md`

```markdown

# Brand Voice Document — [Ten brand]

## I. Brand Personality

- [Tinh tu 1]: [1 cau giai thich]

- [Tinh tu 2]: [1 cau giai thich]

- [Tinh tu 3]: [1 cau giai thich]

- Khong bao gio la: [3 dieu brand khong muon bi nhin nhan]

## II. Tone of Voice

| Chieu | Brand la... | Brand khong la... |

|-------|-------------|-------------------|

| Nang luong | | |

| Do chinh thuc | | |

| Cach xung ho | | |

| Cach dung so lieu / bang chung | | |

| Cach xu ly objection | | |

## III. Vocabulary

**Dung thuong xuyen:** [tu / cum tu]

**Tranh:** [tu / cum tu]

**Banned words:** [danh sach cam tuyet doi]

**Ten goi chuan noi bo:** [ten san pham / dich vu thong nhat]

## IV. Cau truc cau

- Do dai cau trung binh: [ngan / vua / dai] — [ly do]

- Cau hoi tu tu: [khi nao dung / khong dung]

- Bullet vs paragraph: [ti le + ngu canh]

- Pattern mo bai: [Pain / Curiosity / Data / Story]

- Pattern ket bai: [CTA / Question / Summary]

## V. Before / After — 5 vi du

### 1. Caption gioi thieu san pham

- Before: "[ban chua dung tone]"

- After: "[ban dung tone]"

- Khac biet: [1 dong]

### 2. Phan hoi comment tieu cuc

[cung format]

### 3. Thong bao khuyen mai / uu dai

[cung format]

### 4. Chia se kien thuc / edu content

[cung format]

### 5. Testimonial / case study

[cung format]

## VI. Platform Adaptation

| Kenh | Dieu chinh so voi goc | Giu nguyen |

|------|----------------------|------------|

| | | |

## VII. Checklist duyet copy

- [ ] Doc to len — nghe tu nhien khong, hay nhu doc bao cao?

- [ ] Co tu nao trong banned list khong?

- [ ] Cau dau tien co khien nguoi ta muon doc tiep khong?

- [ ] Xoa duoc tu nao ma khong mat nghia khong? Xoa di.

- [ ] Khach doc xong biet lam gi tiep khong (CTA ro)?

- [ ] Che ten brand di — doc van nhan ra la minh khong?

```

## Cach cac skill khac dung tai lieu nay

- Moi bai viet (caption, script, ads copy, email, seeding) doi chieu muc II + III truoc khi viet, muc VII truoc khi giao.

- Nguoi duyet copy dung muc VII lam chuan duyet — khong duyet theo cam tinh.

- Khi thue writer / agency / creator ngoai: gui muc I-V lam tai lieu onboard.

## Lien ket skill

- `09-insight-khach-hang`: chay truoc — customer language tu review/comment that la nguyen lieu cho Vocabulary.

- `36-content-brief`: moi brief tham chieu brand voice trong phan tone.

- `37-caption-social`, `04-script-video`, `05-copy-quang-cao`, `14-email-marketing`: doc tai lieu nay truoc khi viet output.

## Checklist chat luong

- [ ] Du 7 phan (Personality den Checklist duyet copy)

- [ ] Dung 3 tinh tu — moi tinh tu co giai thich, khong chung chung

- [ ] Tone of voice du 5 chieu, co ca cot "Brand khong la"

- [ ] Vocabulary co du 3 nhom: dung / tranh / banned + ten goi chuan noi bo

- [ ] 5 vi du before/after viet that theo brand — khong de placeholder

- [ ] Platform adaptation phu du kenh brand dang chay

- [ ] Vocabulary co tu lay tu ngon ngu that cua khach (co nguon: review / comment)

- [ ] Ten file dung dinh dang `brand-voice-[ten-brand]-[YYYYMMDD].md`