---
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'."
metadata:
  version: 1.0.0
  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"
related:
  - 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`