242 lines
7.0 KiB
Markdown
242 lines
7.0 KiB
Markdown
# Brand Guidelines Output Template
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The complete structure for generated brand voice guidelines. Fill each section based on discovered and analyzed sources. The following is a raw markdown template — copy and fill the sections below. Omit sections with no data rather than including empty placeholders.
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# [Company Name] Brand Voice Guidelines
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## Generation Metadata
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- Created: [date]
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- Version: [N] (incremented from previous if updating)
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- Replaces: [previous version date, if applicable]
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- Sources: [list of documents and/or conversations analyzed]
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- Documents processed: [N]
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- Conversations analyzed: [N]
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- Discovery report used: [Yes/No]
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- Overall confidence: [High/Medium/Low]
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---
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## Executive Summary
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[2-3 paragraph overview of the brand voice. What makes this brand distinctive?
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What is the core personality? How should content feel to the reader?]
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---
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## We Are / We Are Not
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The foundational brand identity anchor. Voice is constant — it doesn't change by channel or audience.
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| We Are | We Are Not |
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|--------|------------|
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| **[Attribute 1]** — [brief description] | **[Counter 1]** — [what to avoid] |
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| **[Attribute 2]** — [brief description] | **[Counter 2]** — [what to avoid] |
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| **[Attribute 3]** — [brief description] | **[Counter 3]** — [what to avoid] |
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| **[Attribute 4]** — [brief description] | **[Counter 4]** — [what to avoid] |
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| **[Attribute 5]** — [brief description] | **[Counter 5]** — [what to avoid] |
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### Voice Attributes Detail
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For each "We Are" attribute:
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#### [Attribute 1]: [Name]
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- **What it means**: [detailed description]
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- **How it shows up**: [specific behaviors in content]
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- **What to avoid**: [the "We Are Not" counterpart, expanded]
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- **Evidence**: [source quote or pattern, with citation]
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- **Confidence**: [High/Medium/Low]
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[Repeat for each attribute]
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---
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## Brand Personality
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- **Archetype**: [e.g., "The Expert Friend" — technically deep but never condescending]
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- **If our brand were a person**: [brief personality sketch]
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- **Core values expressed in voice**: [list]
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---
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## Messaging Framework
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### Primary Value Proposition
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[Core value statement — one sentence]
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Variations observed:
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- "[Variation 1]" (Source: [doc])
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- "[Variation 2]" (Source: [doc])
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### Key Message Pillars
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1. **[Pillar Name]**
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- Core idea: [one sentence]
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- When to use: [contexts]
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- Example phrasing: "[quote]"
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- Frequency in conversations: [X]% (if transcript data available)
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- Effectiveness: [High/Medium/Low] (if outcome data available)
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2. **[Pillar Name]**
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[same format]
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3. **[Pillar Name]**
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[same format]
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### Competitive Positioning
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- vs. [Competitor A]: [how we differentiate]
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- vs. [Competitor B]: [how we differentiate]
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- vs. Status Quo: [why change is worth it]
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---
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## Tone-by-Context Matrix
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Voice is constant. Tone flexes by context. These three dimensions adjust:
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| Context | Formality | Energy | Technical Depth | Key Principle |
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|---------|-----------|--------|-----------------|---------------|
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| Cold outreach | Medium | High | Low | Hook fast, earn attention |
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| Discovery calls | Medium | Medium-High | Medium | Ask more than tell |
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| Demo / presentation | Medium-High | High | High | Show, don't just describe |
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| Enterprise proposal | High | Medium | High | ROI and precision |
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| Follow-up email | Medium | Medium | Low-Medium | Add new value each touch |
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| Social media | Low-Medium | High | Low | Brevity and personality |
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| Customer success | Medium | Warm | Medium | Empathy and competence |
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| Internal comms | Low | Medium | Varies | Authentic, less polished |
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### Context-Specific Guidelines
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#### Cold Outreach
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- **Overall tone**: [description]
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- **Opening approach**: [what works]
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- **Do's**: [list]
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- **Don'ts**: [list]
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- **Example**: "[sample opening line]"
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#### Discovery Calls
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[same structure]
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#### Proposals & RFPs
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[same structure]
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#### Social Media
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[same structure]
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---
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## Terminology Guide
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### Must-Use Terms
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| Term | Usage | Instead Of | Example |
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|------|-------|------------|---------|
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| [term] | [when/how to use] | [what it replaces] | "[in a sentence]" |
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### Preferred Terms
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| Term | Usage | Example |
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|------|-------|---------|
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| [term] | [guidance] | "[in a sentence]" |
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### Avoid These Terms
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| Term | Reason | Alternative |
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|------|--------|-------------|
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| [term] | [why to avoid] | [what to use instead] |
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### Never-Use Terms
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| Term | Reason |
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|------|--------|
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| [term] | [why this is prohibited] |
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---
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## Language That Works
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Ranked by effectiveness (from conversation analysis, if available):
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### Top Phrases
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1. **"[Phrase]"** — Context: [when to use], Why it works: [analysis]
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2. **"[Phrase]"** — Context: [when to use], Why it works: [analysis]
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### Questions That Engage
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1. **"[Question]"** — Leads to: [typical outcome]
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2. **"[Question]"** — Leads to: [typical outcome]
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### Objection Handling Patterns
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1. **Objection**: "[common objection]"
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**Response pattern**: "[how top performers respond]"
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**Why it works**: [analysis]
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---
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## Language to Avoid
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### Anti-Patterns
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1. **"[Phrase/pattern]"** — Problem: [what happens], Better: "[alternative]"
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2. **"[Phrase/pattern]"** — Problem: [what happens], Better: "[alternative]"
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---
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## Content Examples
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### Excellent Examples
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[Full example with annotation explaining what makes it on-brand]
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### Examples to Avoid
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[Full example with annotation explaining what's off-brand and how to fix it]
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---
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## Confidence Scores
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| Section | Confidence | Basis | Sources |
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|---------|------------|-------|---------|
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| Voice Attributes | [H/M/L] | [why] | [N sources] |
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| Messaging Framework | [H/M/L] | [why] | [N sources] |
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| Tone Matrix | [H/M/L] | [why] | [N sources] |
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| Terminology | [H/M/L] | [why] | [N sources] |
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| Language Patterns | [H/M/L] | [why] | [N sources] |
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---
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## Open Questions for Team Discussion
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### High Priority (blocks guideline completion)
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1. **[Question Title]**
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- What was found: [description of ambiguity]
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- Agent recommendation: [suggested resolution]
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- Need from you: [specific decision]
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### Medium Priority (improves quality)
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[same format]
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### Low Priority (nice to have)
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[same format]
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---
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## Data Gaps & Recommendations
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[What's missing and specific actions to fill gaps]
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- [ ] [Gap 1]: [recommendation to fill it]
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- [ ] [Gap 2]: [recommendation to fill it]
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---
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## Appendix: Sources
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| # | Source | Platform | Type | Date | Key Sections Used | Confidence |
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|---|--------|----------|------|------|-------------------|------------|
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| 1 | [title] | [platform] | [AUTHORITATIVE/OPERATIONAL/etc.] | [date] | [sections] | [H/M/L] |
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---
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## Template Usage Notes
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- Omit sections with no data rather than including empty placeholders
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- If transcript data is unavailable, omit the "Language That Works" and "Language to Avoid" sections
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- If only documents are available (no transcripts), note this in metadata
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- "We Are / We Are Not" table should have minimum 4 rows, ideally 5-7
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- Tone matrix should cover at minimum: cold outreach, proposals, social media
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- All examples must have source attribution
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- Every open question must include an agent recommendation
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