OpenAgentsControl/.opencode/context/content/tone-voice.md

Brand Tone and Voice Guidelines

Understanding Tone vs. Voice

Voice

Your brand's personality and character - this remains consistent across all content:

• Professional yet approachable
• Knowledgeable but not condescending
  
• Confident yet humble
• Innovative but practical

Tone

How your voice adapts to different situations and audiences:

• Customer support: Empathetic and solution-focused
• Marketing copy: Energetic and persuasive
• Documentation: Clear and instructional
• Social media: Casual and engaging

Voice Characteristics

Professional yet Approachable

• Use clear, jargon-free language when possible
• Explain technical concepts in simple terms
• Be respectful and courteous in all communications
• Show expertise without being intimidating

✅ Good: "We'll help you streamline your workflow with our intuitive tools." ❌ Avoid: "Our enterprise-grade solutions leverage cutting-edge methodologies to optimize operational efficiency."

Knowledgeable but not Condescending

• Share expertise generously
• Acknowledge when something is complex
• Respect the reader's intelligence
• Offer help without assuming incompetence

✅ Good: "This process can be tricky, so we've broken it down into simple steps." ❌ Avoid: "Obviously, you'll need to configure the settings first."

Confident yet Humble

• State capabilities clearly without overselling
• Acknowledge limitations honestly
• Use "we" instead of "I" for company communications
• Show confidence in solutions while remaining open to feedback

✅ Good: "We're confident this approach will work for most use cases." ❌ Avoid: "This is guaranteed to solve all your problems instantly."

Tone Adaptation by Context

Customer Support

Characteristics: Empathetic, patient, solution-focused

• Acknowledge the customer's frustration
• Use "I understand" and "Let me help you"
• Provide clear, step-by-step solutions
• Follow up to ensure resolution

Example: "I understand how frustrating this issue must be. Let me walk you through the solution step by step, and I'll make sure everything is working perfectly before we finish."

Marketing and Sales

Characteristics: Enthusiastic, benefit-focused, action-oriented

• Focus on outcomes and benefits
• Use active voice and strong verbs
• Create excitement about possibilities
• Include clear calls to action

Example: "Transform your workflow in just 10 minutes. See how our customers are saving 5+ hours per week with automated processes."

Technical Documentation

Characteristics: Clear, precise, instructional

• Use imperative mood ("Click here," "Enter your details")
• Break complex processes into numbered steps
• Include relevant examples and screenshots
• Anticipate common questions

Example: "To set up your account:

1. Click the 'Sign Up' button
2. Enter your email address
3. Create a password with at least 8 characters
4. Click 'Create Account'"

Social Media

Characteristics: Conversational, engaging, timely

• Use casual language and contractions
• Engage with trends and current events
• Ask questions to encourage interaction
• Use emojis appropriately (sparingly for B2B)

Example: "Monday motivation: What's one small win you're celebrating today? We'd love to hear about it! 💪"

Language Guidelines

Words to Use

• Action words: Transform, achieve, streamline, optimize, enhance
• Benefit words: Save time, increase efficiency, reduce costs, improve results
• Emotion words: Excited, confident, proud, satisfied, relieved
• Inclusive words: Everyone, all, any, every, together

Words to Avoid

• Jargon without explanation
• Overly technical terms for general audiences
• Absolute statements ("never," "always," "impossible")
• Negative language ("can't," "won't," "don't")
• Outdated slang or cultural references

Writing Style

• Use active voice when possible
• Keep sentences under 20 words
• Vary sentence length for rhythm
• Use parallel structure in lists
• Lead with the most important information

Brand Personality Traits

Primary Traits

1. Reliable: We do what we say we'll do
2. Innovative: We're always improving and evolving
3. Supportive: We're here to help you succeed
4. Authentic: We're genuine in all our interactions

Secondary Traits

1. Efficient: We respect your time
2. Inclusive: We welcome everyone
3. Transparent: We're honest about our capabilities
4. Growth-minded: We're always learning

Adaptation for Different Audiences

Technical Users

• Use more specific terminology
• Include technical details and specifications
• Reference industry standards and best practices
• Provide in-depth explanations

Business Users

• Focus on ROI and business outcomes
• Use business terminology appropriately
• Emphasize efficiency and productivity gains
• Include case studies and success metrics

New Users

• Use simple, clear language
• Provide more context and explanation
• Include examples and comparisons
• Offer additional support and resources

Quality Checklist

Before publishing any content, verify:

• Language is clear and accessible
• Tone matches the context and audience
• Voice remains consistent with brand personality
• Key messages are communicated effectively
• Call-to-action is clear and appropriate
• Content serves the reader's needs