code-ai-installer 3.0.0 → 4.0.1-a

package/domains/content/locales/en/.agents/skills/tone-of-voice/SKILL.md

@@ -1,336 +1,351 @@
----
-name: tone-of-voice
-description: Tone of Voice — 7 axes, speech patterns, persona and platform adaptation, situational scenarios, category examples
----
-# Tone of Voice
-
-## When to Use
-- When **creating a ToV from scratch** — for a new brand or rebranding.
-- When **writing any text** — the copywriter cross-references the ToV document.
-- During **copywriter onboarding** — to calibrate their writing style.
-- When **launching on a new platform** — to adapt the tone.
-- As an **expanded supplement** to the ToV section within `$brand-guidelines`.
-
-## Input
-
-| Field | Required | Description |
-|-------|:--------:|-------------|
-| Brand Identity | ✅ | From `$brand-guidelines` — mission, values, archetype, positioning |
-| Audience Personas | ✅ | From `$audience-analysis` — to adapt tone across different segments |
-| Platforms | ✅ | From `$platform-strategy` — for platform-specific adaptation |
-| Existing Content | ⬚ | Brand text samples (if available) — to analyze the current tone |
-| Competitors | ⬚ | From `$competitor-content-analysis` — to differentiate the tone |
-
-> If Brand Identity is not provided — **request it** or redirect to `$brand-guidelines`. A ToV without a brand core equates to a random style.
-
-## Link to Brand Identity
-
-ToV is the **vocal expression** of the Brand Identity:
-
-| Brand Identity | → | Tone of Voice |
-|----------------|---|---------------|
-| Mission | → | What we talk about (topics, focus) |
-| Values | → | How we talk (communication principles) |
-| Archetype | → | Character of the voice (friendly Caregiver vs provocative Rebel) |
-| Positioning | → | Level of expertise and confidence |
-
-> **Rule:** ToV cannot contradict the Brand Identity. If the brand archetype is "Sage", the tone cannot be "meme-heavy and provocative".
-
-## Protocol
-
-### Step 1 — Voice Characteristics
-1. Define **4-6 adjectives** that describe the brand's voice.
-2. For each, provide a 1-sentence explanation of what it means in the context of the brand.
-3. Link it to the Brand Identity: what value / archetype element drives each characteristic.
-
-### Step 2 — Tone Axes (7 Axes)
-Position the brand on each axis (from 1 to 10):
-
-| Axis | 1 | 10 | What it dictates |
-|------|---|----|------------------|
-| **Formality** | Formal, business-like | Informal, conversational | Register of language |
-| **Seriousness** | Serious, restrained | Playful, funny | Acceptability of humor |
-| **Emotionality** | Reserved, factual | Emotional, expressive | Level of emotion in the text |
-| **Expertise** | Accessible, simple | Expert, deep | Depth and terminology |
-| **Pacing** | Measured, thorough | Fast, energetic | Text rhythm, sentence length |
-| **Distance** | Detached, neutral | Close, personal | "We and you" vs "Hey friend" |
-| **Boldness** | Cautious, consensus | Provocative, opinionated | Readiness to take a stance |
-
-### Step 3 — Speech Patterns
-Establish specific rules:
-
-| Element | Options | Brand's Choice |
-|---------|---------|----------------|
-| **Pronouns** | You (informal) / You (formal) / We / Impersonal | [choice + rationale] |
-| **Emojis** | Never / Rarely (1-2) / Actively | [rule + examples] |
-| **Slang** | Banned / Industry-specific allowed / Youth slang allowed | [rule] |
-| **Sentence Length** | Short (5-10 words) / Medium (10-20) / Long (20+) | [preference] |
-| **Questions to reader**| Never use / Sometimes / Actively | [rule] |
-| **Exclamation marks** | Never use / Rarely / Acceptable | [rule] |
-| **Numbers** | Spelled out / Digits / Context-dependent | [rule] |
-| **Abbreviations** | Always expand / At first mention / Allowed unexpanded | [rule] |
-| **Foreign words** | Translate / Transliterate / Keep original | [industry rule] |
-
-### Step 4 — "We Say / We Don't Say" by Categories
-For each category — provide at least 3 examples:
-
-**Categories:**
-1. **Greeting / addressing** — how we start a conversation.
-2. **Product description** — how we talk about ourselves.
-3. **Pain point description** — how we describe audience struggles.
-4. **CTA** — how we call users to action.
-5. **Reacting to success** — how we talk about wins.
-6. **Reacting to issues** — how we handle mistakes or crises.
-7. **Expertise** — how we showcase our knowledge.
-
-### Step 5 — Stop-List
-Banned words and phrasing structures:
-
-| Category | Banned | Why | Replacement |
-|----------|--------|-----|-------------|
-| Bureaucratese | "Implement", "in the framework of", "the given" | Dead language | "Do", "in", "this" |
-| Corporate cliches | "Innovative", "synergy", "ecosystem" | Empty words | Specifics: what exactly is innovative |
-| Manipulation | "Don't miss your chance!!!" | Pressure, breeds distrust | "Try it — you'll like it" |
-| [Brand-specific] | [words that don't fit the brand] | [rationale] | [replacements] |
-
-### Step 6 — Persona Adaptation
-If the target audience has multiple segments, the tone may adapt:
-
-| Persona | Tone Adaptation | Example |
-|---------|-----------------|---------|
-| [Persona 1 — beginners] | Simpler, warmer, jargon-free | "Let's figure out together how this works" |
-| [Persona 2 — experts] | Deeper, more specific, jargon allowed | "Reduced CAC by 30% via cohort retargeting" |
-| [Persona 3 — CEO] | More confident, data-driven, no fluff | "340% ROI in Q1. Here is how we did it" |
-
-> **Rule:** Adapt the **intensity** of the tone, not the core tone itself. The brand must remain recognizable.
-
-### Step 7 — Platform Adaptation
-
-| Platform | Formality (shift from base) | Emojis | Length | Specifics |
-|----------|-----------------------------|--------|--------|-----------|
-| **LinkedIn** | +1-2 towards formal | Minimum (0-1) | Med-Long | Expert, data, insights |
-| **Instagram** | -1-2 towards informal | Allowed (1-3) | Short | Visual, inspiring, strong hooks |
-| **TikTok** | -2-3 towards informal | Allowed | Very Short| Conversational, authentic, trends |
-| **Telegram** | Base | Minimum | Medium | Informative, direct, formatted |
-| **Email** | +1 towards formal | Contextual | Medium | Personal, warm, clear CTA |
-| **YouTube** | -1 towards informal | In desc. | Conversational | As if speaking to a friend |
-| **Blog** | Base | None | Long | Expert, but not academic |
-
-> Shifts should be ±1-3 from the base position on the axes. It is not a complete change of tone.
-
-### Step 8 — Situational Adaptation
-
-| Situation | How Tone Changes | Example |
-|-----------|------------------|---------|
-| **Good News** | +Emotionality, +Energy | "We did it! 10,000 users in the first month 🎉" |
-| **Educational** | +Expertise, -Emotionality | "Here are 5 proven steps to..." |
-| **Sales/Promo** | +Confidence, +Value | "Try it for free — and see why 500+ companies chose us" |
-| **Crisis / Mistake**| +Seriousness, +Accountability, -Humor | "We made a mistake. Here is what happened and how we are fixing it" |
-| **Support / Help** | +Warmth, +Closer Distance | "We are here for you. Message us and we will sort it out together" |
-| **Behind the Scenes**| +Informality, +Closeness | "Here is what our office looks like on a Friday evening" |
-| **Holidays** | +Emotionality, +Warmth | "Happy New Year! Thank you for being with us" |
-
-> **Rule:** The situation shifts the axes but does not break the brand. Even in a crisis, the brand still sounds like itself.
-
-## Validation (Quality Gate)
-
-A ToV is considered complete if:
-
-- [ ] Voice characteristics are defined (4-6 adjectives with explanations)
-- [ ] All 7 axes are mapped with the brand's position (1-10)
-- [ ] Speech patterns are formalized (pronouns, emojis, slang, length, questions)
-- [ ] "We Say / We Don't Say" includes at least 3 examples across 7 categories
-- [ ] Stop-List is compiled (with replacements)
-- [ ] Persona adaptation is defined (if target audience is heterogeneous)
-- [ ] Platform adaptation is outlined (for all priority platforms)
-- [ ] Situational adaptation includes at least 5 scenarios
-- [ ] The ToV does not contradict `$brand-guidelines` (mission, values, archetype)
-- [ ] Approved by the user
-
-## Handoff
-
-The output of this skill acts as the **gold standard of tone** for all written copy:
-
-| Consumer | How it is used |
-|----------|----------------|
-| `$brand-guidelines` | The ToV section in the guidelines is a concise summary of this document |
-| `$brand-compliance` | **Standard:** compares the tone of any text against this ToV document |
-| `$content-brief` | Tone is explicitly mentioned in the "Style" section |
-| `$content-review-checklist` | Reviewer checks compliance with the tone |
-| Copywriter (agent) | Follows the ToV when writing any piece of text |
-| `$social-media-formats` | Adapts the tone according to platform characteristics |
-| `$email-copywriting` | Dictates the tone of all emails |
-| `$headline-formulas` | Dictates the tone of all headlines |
-
-When transferring — use `$handoff` with the appended ToV document.
-
-## Integration with other skills
-
-| Skill | Interaction |
-|-------|-------------|
-| `$brand-guidelines` | **Source:** Brand Identity → ToV. **Consumer:** ToV summary within the guidelines |
-| `$audience-analysis` | **Source:** personas → adapting tone to segments |
-| `$platform-strategy` | **Source:** platforms → adapting tone across channels |
-| `$competitor-content-analysis`| **Source:** competitors' tone → differentiation |
-| `$brand-compliance` | **Consumer:** standard to evaluate tone compliance |
-| `$content-review-checklist` | **Consumer:** reviewer validates tone |
-| `$readability-scoring` | **Complement:** Tone = how we speak; Readability = how clear it is |
-
-## Anti-patterns
-
-| Mistake | Why it's bad | How to do it right |
-|---------|--------------|--------------------|
-| ToV = 2 adjectives | "Friendly and professional" applies to 90% of brands | 4-6 characteristics + axes + patterns + examples |
-| ToV without examples | Abstract rules mean everyone interprets them differently | Minimum of 3 "we say / we don't say" examples per category |
-| Same tone everywhere | Using a LinkedIn tone on TikTok feels unnatural | Adapt based on the platform (shift the axes) |
-| ToV disconnected from brand | The tone doesn't align with mission and values | ToV = vocal expression of the Brand Identity |
-| ToV without a stop-list | The copywriter relies on cliches | Explicit stop-list with suggested replacements |
-| One tone for all personas | A CEO and a Gen-Z intern require different communication | Adapt the tone's intensity based on the persona |
-| Humor during a crisis | The audience perceives it as disrespectful | Situational adaptation: crisis = seriousness |
-| ToV = unread document | No practical application | Create quick reference cards for copywriters: "Our tone is... We say... We don't say..." |
-
-## Output Template
-
-```markdown
-### Tone of Voice — [Brand]
-
-**Brand Identity:** [mission, archetype from $brand-guidelines]
-**Date:** [YYYY-MM-DD]
-
----
-
-#### 1. Voice Characteristics
-
-| # | Characteristic | What this means for us | Link to Brand Identity |
-|---|----------------|------------------------|-------------------------|
-| 1 | [adjective] | [1-sentence explanation] | [value / archetype] |
-| 2 | [adjective] | [explanation] | [value] |
-| 3 | [adjective] | [explanation] | [value] |
-| 4 | [adjective] | [explanation] | [value] |
-
----
-
-#### 2. Tone Axes
-
-| Axis | 1 ← | Position | → 10 |
-|------|-----|----------|------|
-| Formality | Formal | [░░░░░░░░██] [N]/10 | Informal |
-| Seriousness | Serious | [██████░░░░] [N]/10 | Playful |
-| Emotionality | Restrained | [░░░░█████░] [N]/10 | Expressive |
-| Expertise | Accessible | [░░░░░░░███] [N]/10 | Expert |
-| Pacing | Measured | [░░░░░████░] [N]/10 | Energetic |
-| Distance | Detached | [░░░░░░░░██] [N]/10 | Close |
-| Boldness | Cautious | [░░░░░░████] [N]/10 | Provocative |
-
----
-
-#### 3. Speech Patterns
-
-| Element | Brand Rule |
-|---------|------------|
-| Pronouns | [you / we / impersonal] |
-| Emojis | [never / rarely 1-2 / actively] |
-| Slang | [banned / industry / youth] |
-| Sentence Length | [short / medium / long] |
-| Questions to reader | [never / sometimes / actively] |
-| Exclamation marks | [never / rarely / acceptable] |
-| Numbers | [spelled out / digits / contextual] |
-| Abbreviations | [expand / first mention / unexpanded] |
-| Foreign words | [translate / transliterate / original] |
-
----
-
-#### 4. We Say / We Don't Say
-
-**Greeting / addressing:**
-| ✅ We Say | ❌ We Don't Say |
-|----------|---------------|
-| "[example]" | "[example]" |
-| "[example]" | "[example]" |
-| "[example]" | "[example]" |
-
-**Product description:**
-| ✅ We Say | ❌ We Don't Say |
-|----------|---------------|
-| "[example]" | "[example]" |
-| "[example]" | "[example]" |
-| "[example]" | "[example]" |
-
-**Describing Audience Pain Points:**
-| ✅ We Say | ❌ We Don't Say |
-|----------|---------------|
-| "[example]" | "[example]" |
-| "[example]" | "[example]" |
-
-**CTA:**
-| ✅ We Say | ❌ We Don't Say |
-|----------|---------------|
-| "[example]" | "[example]" |
-| "[example]" | "[example]" |
-
-**Reaction to success:**
-| ✅ We Say | ❌ We Don't Say |
-|----------|---------------|
-| "[example]" | "[example]" |
-
-**Reaction to a problem:**
-| ✅ We Say | ❌ We Don't Say |
-|----------|---------------|
-| "[example]" | "[example]" |
-
-**Expertise:**
-| ✅ We Say | ❌ We Don't Say |
-|----------|---------------|
-| "[example]" | "[example]" |
-
----
-
-#### 5. Stop-List
-
-| Banned | Category | Replacement |
-|--------|----------|-------------|
-| [word/phrase] | [bureaucratese/cliche/manipulation] | [replacement] |
-| [word/phrase] | [category] | [replacement] |
-| [word/phrase] | [category] | [replacement] |
-
----
-
-#### 6. Persona Adaptation
-
-| Persona | Tone Shift | Example Phrase |
-|---------|------------|----------------|
-| [Persona 1] | [what changes: simpler / deeper / warmer] | "[example]" |
-| [Persona 2] | [what changes] | "[example]" |
-
----
-
-#### 7. Platform Adaptation
-
-| Platform | Formality (shift) | Emojis | Length | Specifics |
-|----------|-------------------|--------|--------|-----------|
-| LinkedIn | [+N from base] | [rule] | [length] | [specifics] |
-| Instagram| [-N from base] | [rule] | [length] | [specifics] |
-| Telegram | [base] | [rule] | [length] | [specifics] |
-| TikTok | [-N from base] | [rule] | [length] | [specifics] |
-| Email | [+N from base] | [rule] | [length] | [specifics] |
-
----
-
-#### 8. Situational Adaptation
-
-| Situation | Axes Shift | Example Phrase |
-|-----------|------------|----------------|
-| Good News | + emotionality, + energy | "[example]" |
-| Educational | + expertise, - emotionality | "[example]" |
-| Sales/Promo | + confidence, + value | "[example]" |
-| Crisis / Mistake | + seriousness, - humor | "[example]" |
-| Support | + warmth, + closeness | "[example]" |
-| Behind the scenes | + informality | "[example]" |
-| Holiday | + emotionality, + warmth | "[example]" |
-
----
-
-**Compatibility with `$brand-guidelines`:** [✅ Full — ToV is an expanded version of the ToV section in the guidelines]
-
-**→ Next Step:** Hand over to Copywriter + incorporate summary into `$brand-guidelines`
-```
+---
+name: tone-of-voice
+description: Tone of Voice — 7 axes, speech patterns, persona and platform adaptation, situational scenarios, category examples
+type: triggered
+domain: content
+owners:
+  - copywriter
+gates:
+  - COPYWRITER
+tech: []
+topic: []
+triggers:
+  - "tone-of-voice"
+  - "Тон голоса бренда"
+  - "Тон голоса бренда — 7 осей, речевые паттерны, адаптация по персонам и платформам, ситуационные сценарии, примеры по категориям"
+related: []
+budget_lines: 351
+schema_version: 1
+---
+# Tone of Voice
+
+## When to Use
+- When **creating a ToV from scratch** — for a new brand or rebranding.
+- When **writing any text** — the copywriter cross-references the ToV document.
+- During **copywriter onboarding** — to calibrate their writing style.
+- When **launching on a new platform** — to adapt the tone.
+- As an **expanded supplement** to the ToV section within `$brand-guidelines`.
+
+## Input
+
+| Field | Required | Description |
+|-------|:--------:|-------------|
+| Brand Identity | ✅ | From `$brand-guidelines` — mission, values, archetype, positioning |
+| Audience Personas | ✅ | From `$audience-analysis` — to adapt tone across different segments |
+| Platforms | ✅ | From `$platform-strategy` — for platform-specific adaptation |
+| Existing Content | ⬚ | Brand text samples (if available) — to analyze the current tone |
+| Competitors | ⬚ | From `$competitor-content-analysis` — to differentiate the tone |
+
+> If Brand Identity is not provided — **request it** or redirect to `$brand-guidelines`. A ToV without a brand core equates to a random style.
+
+## Link to Brand Identity
+
+ToV is the **vocal expression** of the Brand Identity:
+
+| Brand Identity | → | Tone of Voice |
+|----------------|---|---------------|
+| Mission | → | What we talk about (topics, focus) |
+| Values | → | How we talk (communication principles) |
+| Archetype | → | Character of the voice (friendly Caregiver vs provocative Rebel) |
+| Positioning | → | Level of expertise and confidence |
+
+> **Rule:** ToV cannot contradict the Brand Identity. If the brand archetype is "Sage", the tone cannot be "meme-heavy and provocative".
+
+## Protocol
+
+### Step 1 — Voice Characteristics
+1. Define **4-6 adjectives** that describe the brand's voice.
+2. For each, provide a 1-sentence explanation of what it means in the context of the brand.
+3. Link it to the Brand Identity: what value / archetype element drives each characteristic.
+
+### Step 2 — Tone Axes (7 Axes)
+Position the brand on each axis (from 1 to 10):
+
+| Axis | 1 | 10 | What it dictates |
+|------|---|----|------------------|
+| **Formality** | Formal, business-like | Informal, conversational | Register of language |
+| **Seriousness** | Serious, restrained | Playful, funny | Acceptability of humor |
+| **Emotionality** | Reserved, factual | Emotional, expressive | Level of emotion in the text |
+| **Expertise** | Accessible, simple | Expert, deep | Depth and terminology |
+| **Pacing** | Measured, thorough | Fast, energetic | Text rhythm, sentence length |
+| **Distance** | Detached, neutral | Close, personal | "We and you" vs "Hey friend" |
+| **Boldness** | Cautious, consensus | Provocative, opinionated | Readiness to take a stance |
+
+### Step 3 — Speech Patterns
+Establish specific rules:
+
+| Element | Options | Brand's Choice |
+|---------|---------|----------------|
+| **Pronouns** | You (informal) / You (formal) / We / Impersonal | [choice + rationale] |
+| **Emojis** | Never / Rarely (1-2) / Actively | [rule + examples] |
+| **Slang** | Banned / Industry-specific allowed / Youth slang allowed | [rule] |
+| **Sentence Length** | Short (5-10 words) / Medium (10-20) / Long (20+) | [preference] |
+| **Questions to reader**| Never use / Sometimes / Actively | [rule] |
+| **Exclamation marks** | Never use / Rarely / Acceptable | [rule] |
+| **Numbers** | Spelled out / Digits / Context-dependent | [rule] |
+| **Abbreviations** | Always expand / At first mention / Allowed unexpanded | [rule] |
+| **Foreign words** | Translate / Transliterate / Keep original | [industry rule] |
+
+### Step 4 — "We Say / We Don't Say" by Categories
+For each category — provide at least 3 examples:
+
+**Categories:**
+1. **Greeting / addressing** — how we start a conversation.
+2. **Product description** — how we talk about ourselves.
+3. **Pain point description** — how we describe audience struggles.
+4. **CTA** — how we call users to action.
+5. **Reacting to success** — how we talk about wins.
+6. **Reacting to issues** — how we handle mistakes or crises.
+7. **Expertise** — how we showcase our knowledge.
+
+### Step 5 — Stop-List
+Banned words and phrasing structures:
+
+| Category | Banned | Why | Replacement |
+|----------|--------|-----|-------------|
+| Bureaucratese | "Implement", "in the framework of", "the given" | Dead language | "Do", "in", "this" |
+| Corporate cliches | "Innovative", "synergy", "ecosystem" | Empty words | Specifics: what exactly is innovative |
+| Manipulation | "Don't miss your chance!!!" | Pressure, breeds distrust | "Try it — you'll like it" |
+| [Brand-specific] | [words that don't fit the brand] | [rationale] | [replacements] |
+
+### Step 6 — Persona Adaptation
+If the target audience has multiple segments, the tone may adapt:
+
+| Persona | Tone Adaptation | Example |
+|---------|-----------------|---------|
+| [Persona 1 — beginners] | Simpler, warmer, jargon-free | "Let's figure out together how this works" |
+| [Persona 2 — experts] | Deeper, more specific, jargon allowed | "Reduced CAC by 30% via cohort retargeting" |
+| [Persona 3 — CEO] | More confident, data-driven, no fluff | "340% ROI in Q1. Here is how we did it" |
+
+> **Rule:** Adapt the **intensity** of the tone, not the core tone itself. The brand must remain recognizable.
+
+### Step 7 — Platform Adaptation
+
+| Platform | Formality (shift from base) | Emojis | Length | Specifics |
+|----------|-----------------------------|--------|--------|-----------|
+| **LinkedIn** | +1-2 towards formal | Minimum (0-1) | Med-Long | Expert, data, insights |
+| **Instagram** | -1-2 towards informal | Allowed (1-3) | Short | Visual, inspiring, strong hooks |
+| **TikTok** | -2-3 towards informal | Allowed | Very Short| Conversational, authentic, trends |
+| **Telegram** | Base | Minimum | Medium | Informative, direct, formatted |
+| **Email** | +1 towards formal | Contextual | Medium | Personal, warm, clear CTA |
+| **YouTube** | -1 towards informal | In desc. | Conversational | As if speaking to a friend |
+| **Blog** | Base | None | Long | Expert, but not academic |
+
+> Shifts should be ±1-3 from the base position on the axes. It is not a complete change of tone.
+
+### Step 8 — Situational Adaptation
+
+| Situation | How Tone Changes | Example |
+|-----------|------------------|---------|
+| **Good News** | +Emotionality, +Energy | "We did it! 10,000 users in the first month 🎉" |
+| **Educational** | +Expertise, -Emotionality | "Here are 5 proven steps to..." |
+| **Sales/Promo** | +Confidence, +Value | "Try it for free — and see why 500+ companies chose us" |
+| **Crisis / Mistake**| +Seriousness, +Accountability, -Humor | "We made a mistake. Here is what happened and how we are fixing it" |
+| **Support / Help** | +Warmth, +Closer Distance | "We are here for you. Message us and we will sort it out together" |
+| **Behind the Scenes**| +Informality, +Closeness | "Here is what our office looks like on a Friday evening" |
+| **Holidays** | +Emotionality, +Warmth | "Happy New Year! Thank you for being with us" |
+
+> **Rule:** The situation shifts the axes but does not break the brand. Even in a crisis, the brand still sounds like itself.
+
+## Validation (Quality Gate)
+
+A ToV is considered complete if:
+
+- [ ] Voice characteristics are defined (4-6 adjectives with explanations)
+- [ ] All 7 axes are mapped with the brand's position (1-10)
+- [ ] Speech patterns are formalized (pronouns, emojis, slang, length, questions)
+- [ ] "We Say / We Don't Say" includes at least 3 examples across 7 categories
+- [ ] Stop-List is compiled (with replacements)
+- [ ] Persona adaptation is defined (if target audience is heterogeneous)
+- [ ] Platform adaptation is outlined (for all priority platforms)
+- [ ] Situational adaptation includes at least 5 scenarios
+- [ ] The ToV does not contradict `$brand-guidelines` (mission, values, archetype)
+- [ ] Approved by the user
+
+## Handoff
+
+The output of this skill acts as the **gold standard of tone** for all written copy:
+
+| Consumer | How it is used |
+|----------|----------------|
+| `$brand-guidelines` | The ToV section in the guidelines is a concise summary of this document |
+| `$brand-compliance` | **Standard:** compares the tone of any text against this ToV document |
+| `$content-brief` | Tone is explicitly mentioned in the "Style" section |
+| `$content-review-checklist` | Reviewer checks compliance with the tone |
+| Copywriter (agent) | Follows the ToV when writing any piece of text |
+| `$social-media-formats` | Adapts the tone according to platform characteristics |
+| `$email-copywriting` | Dictates the tone of all emails |
+| `$headline-formulas` | Dictates the tone of all headlines |
+
+When transferring — use `$handoff` with the appended ToV document.
+
+## Integration with other skills
+
+| Skill | Interaction |
+|-------|-------------|
+| `$brand-guidelines` | **Source:** Brand Identity → ToV. **Consumer:** ToV summary within the guidelines |
+| `$audience-analysis` | **Source:** personas → adapting tone to segments |
+| `$platform-strategy` | **Source:** platforms → adapting tone across channels |
+| `$competitor-content-analysis`| **Source:** competitors' tone → differentiation |
+| `$brand-compliance` | **Consumer:** standard to evaluate tone compliance |
+| `$content-review-checklist` | **Consumer:** reviewer validates tone |
+| `$readability-scoring` | **Complement:** Tone = how we speak; Readability = how clear it is |
+
+## Anti-patterns
+
+| Mistake | Why it's bad | How to do it right |
+|---------|--------------|--------------------|
+| ToV = 2 adjectives | "Friendly and professional" applies to 90% of brands | 4-6 characteristics + axes + patterns + examples |
+| ToV without examples | Abstract rules mean everyone interprets them differently | Minimum of 3 "we say / we don't say" examples per category |
+| Same tone everywhere | Using a LinkedIn tone on TikTok feels unnatural | Adapt based on the platform (shift the axes) |
+| ToV disconnected from brand | The tone doesn't align with mission and values | ToV = vocal expression of the Brand Identity |
+| ToV without a stop-list | The copywriter relies on cliches | Explicit stop-list with suggested replacements |
+| One tone for all personas | A CEO and a Gen-Z intern require different communication | Adapt the tone's intensity based on the persona |
+| Humor during a crisis | The audience perceives it as disrespectful | Situational adaptation: crisis = seriousness |
+| ToV = unread document | No practical application | Create quick reference cards for copywriters: "Our tone is... We say... We don't say..." |
+
+## Output Template
+
+```markdown
+### Tone of Voice — [Brand]
+
+**Brand Identity:** [mission, archetype from $brand-guidelines]
+**Date:** [YYYY-MM-DD]
+
+---
+
+#### 1. Voice Characteristics
+
+| # | Characteristic | What this means for us | Link to Brand Identity |
+|---|----------------|------------------------|-------------------------|
+| 1 | [adjective] | [1-sentence explanation] | [value / archetype] |
+| 2 | [adjective] | [explanation] | [value] |
+| 3 | [adjective] | [explanation] | [value] |
+| 4 | [adjective] | [explanation] | [value] |
+
+---
+
+#### 2. Tone Axes
+
+| Axis | 1 ← | Position | → 10 |
+|------|-----|----------|------|
+| Formality | Formal | [░░░░░░░░██] [N]/10 | Informal |
+| Seriousness | Serious | [██████░░░░] [N]/10 | Playful |
+| Emotionality | Restrained | [░░░░█████░] [N]/10 | Expressive |
+| Expertise | Accessible | [░░░░░░░███] [N]/10 | Expert |
+| Pacing | Measured | [░░░░░████░] [N]/10 | Energetic |
+| Distance | Detached | [░░░░░░░░██] [N]/10 | Close |
+| Boldness | Cautious | [░░░░░░████] [N]/10 | Provocative |
+
+---
+
+#### 3. Speech Patterns
+
+| Element | Brand Rule |
+|---------|------------|
+| Pronouns | [you / we / impersonal] |
+| Emojis | [never / rarely 1-2 / actively] |
+| Slang | [banned / industry / youth] |
+| Sentence Length | [short / medium / long] |
+| Questions to reader | [never / sometimes / actively] |
+| Exclamation marks | [never / rarely / acceptable] |
+| Numbers | [spelled out / digits / contextual] |
+| Abbreviations | [expand / first mention / unexpanded] |
+| Foreign words | [translate / transliterate / original] |
+
+---
+
+#### 4. We Say / We Don't Say
+
+**Greeting / addressing:**
+| ✅ We Say | ❌ We Don't Say |
+|----------|---------------|
+| "[example]" | "[example]" |
+| "[example]" | "[example]" |
+| "[example]" | "[example]" |
+
+**Product description:**
+| ✅ We Say | ❌ We Don't Say |
+|----------|---------------|
+| "[example]" | "[example]" |
+| "[example]" | "[example]" |
+| "[example]" | "[example]" |
+
+**Describing Audience Pain Points:**
+| ✅ We Say | ❌ We Don't Say |
+|----------|---------------|
+| "[example]" | "[example]" |
+| "[example]" | "[example]" |
+
+**CTA:**
+| ✅ We Say | ❌ We Don't Say |
+|----------|---------------|
+| "[example]" | "[example]" |
+| "[example]" | "[example]" |
+
+**Reaction to success:**
+| ✅ We Say | ❌ We Don't Say |
+|----------|---------------|
+| "[example]" | "[example]" |
+
+**Reaction to a problem:**
+| ✅ We Say | ❌ We Don't Say |
+|----------|---------------|
+| "[example]" | "[example]" |
+
+**Expertise:**
+| ✅ We Say | ❌ We Don't Say |
+|----------|---------------|
+| "[example]" | "[example]" |
+
+---
+
+#### 5. Stop-List
+
+| Banned | Category | Replacement |
+|--------|----------|-------------|
+| [word/phrase] | [bureaucratese/cliche/manipulation] | [replacement] |
+| [word/phrase] | [category] | [replacement] |
+| [word/phrase] | [category] | [replacement] |
+
+---
+
+#### 6. Persona Adaptation
+
+| Persona | Tone Shift | Example Phrase |
+|---------|------------|----------------|
+| [Persona 1] | [what changes: simpler / deeper / warmer] | "[example]" |
+| [Persona 2] | [what changes] | "[example]" |
+
+---
+
+#### 7. Platform Adaptation
+
+| Platform | Formality (shift) | Emojis | Length | Specifics |
+|----------|-------------------|--------|--------|-----------|
+| LinkedIn | [+N from base] | [rule] | [length] | [specifics] |
+| Instagram| [-N from base] | [rule] | [length] | [specifics] |
+| Telegram | [base] | [rule] | [length] | [specifics] |
+| TikTok | [-N from base] | [rule] | [length] | [specifics] |
+| Email | [+N from base] | [rule] | [length] | [specifics] |
+
+---
+
+#### 8. Situational Adaptation
+
+| Situation | Axes Shift | Example Phrase |
+|-----------|------------|----------------|
+| Good News | + emotionality, + energy | "[example]" |
+| Educational | + expertise, - emotionality | "[example]" |
+| Sales/Promo | + confidence, + value | "[example]" |
+| Crisis / Mistake | + seriousness, - humor | "[example]" |
+| Support | + warmth, + closeness | "[example]" |
+| Behind the scenes | + informality | "[example]" |
+| Holiday | + emotionality, + warmth | "[example]" |
+
+---
+
+**Compatibility with `$brand-guidelines`:** [✅ Full — ToV is an expanded version of the ToV section in the guidelines]
+
+**→ Next Step:** Hand over to Copywriter + incorporate summary into `$brand-guidelines`
+```