# Brand Voice Guide — Quality Checklist

## Voice Attributes (8 items)
- [ ] 3-4 voice attributes defined (not more, not fewer)
- [ ] Each attribute has a spectrum score (X/10)
- [ ] Each attribute has a "this means" and "this doesn't mean" statement
- [ ] Each attribute has 3+ do/don't example pairs
- [ ] Attributes create productive tension (not all synonyms)
- [ ] Attributes are based on audit findings, not just aspiration
- [ ] Attributes are testable — a writer can score copy against them
- [ ] Attributes differentiate from competitors (not generic)

## Vocabulary (7 items)
- [ ] 50+ vocabulary entries documented
- [ ] Approved terms include context notes and example sentences
- [ ] Banned terms include rationale and approved alternatives
- [ ] Brand-specific terms are defined with usage rules
- [ ] Customer and self-reference terms are standardized
- [ ] Inclusive and accessibility-first language preferences documented
- [ ] Industry jargon decisions made (use vs. simplify)

## Tone Spectrum (6 items)
- [ ] 5+ scenarios mapped on the tone spectrum
- [ ] Each scenario shows which voice attributes dial up or down
- [ ] Before/after rewrites provided for each scenario
- [ ] Crisis and sensitive communication tone is addressed
- [ ] Celebration and positive moments tone is addressed
- [ ] Tone guidance is specific enough to act on, not just "be empathetic"

## Channel Guidelines (8 items)
- [ ] Website voice guidelines with page-type specifics
- [ ] Email guidelines covering marketing, transactional, and CX
- [ ] Social media guidelines with platform-specific notes
- [ ] Customer support voice guidelines with escalation language
- [ ] Product UI microcopy guidelines (buttons, errors, empty states)
- [ ] Each channel has 5+ do/don't example pairs
- [ ] Formatting conventions documented per channel (emoji, caps, length)
- [ ] Channel guidelines include templates for common content types

## AI Integration (5 items)
- [ ] System prompt template captures voice attributes and vocabulary
- [ ] Channel-specific prompt modifiers created
- [ ] Few-shot examples included (2+ per channel)
- [ ] Negative examples included (what to reject)
- [ ] Prompt instructions are copy-paste ready

## Scoring and Audit (6 items)
- [ ] Scoring rubric covers all voice attributes
- [ ] Vocabulary compliance is included as a scoring criterion
- [ ] Tone appropriateness is included as a scoring criterion
- [ ] Minimum passing score is defined
- [ ] 30-second self-audit checklist is included
- [ ] Rubric has been tested against real brand copy samples

## Usability (6 items)
- [ ] 1-page quick reference card is included
- [ ] Guide is scannable — headers, tables, and examples, not walls of text
- [ ] Real brand copy is used in examples (not generic placeholder text)
- [ ] Guide is organized for reference use (find what you need quickly)
- [ ] Version date and review cadence are documented
- [ ] Guide has been reviewed by someone who writes for the brand