VOICE GUIDE TEMPLATE Structure from SuperMarketers' own voice guide (v2, Nov 2026). supermarketers.ai/brand-voice-guide Save this as voice-guide.md in the folder your AI tools read first. Fill every bracket. ==================================================================== 0. HOW TO USE THIS FILE ==================================================================== - This file is the one source of truth for how we write. Every writer and every AI tool reads it first. - When anything else disagrees with this file, this file wins. - When a newer dated rule disagrees with an older one, the newer one wins. Fix the older one in the same edit. ==================================================================== 1. WHO I WRITE FOR ==================================================================== [Role, company stage, team size.] [What they have already tried, and why it didn't work for them.] [Where and how they read: phone, between meetings, skimming?] What this means for every piece: [one line, e.g. "show, don't claim"] 1.1 Second reader (who forwards it to the decision maker): [role, what they need to see] 1.2 Foundations The line, word for word: "[your one-sentence description]" What we do, plainly: [one or two lines] What we believe (3 or 4, each one visible in your published work): - [belief] - [belief] 1.3 Author persona [Name, role. Background facts to use when relevant. First person or "we"?] ==================================================================== 2. WHAT I SOUND LIKE (4 or 5 traits) ==================================================================== Trait: [name] Sounds like: "[a real sentence you wrote]" Doesn't: "[the generic version AI gives you]" Trait: [name] Sounds like: "[...]" Doesn't: "[...]" (Repeat. Use real sentences only.) ==================================================================== 3. RULES, WITH THE REASON FOR EACH ==================================================================== Openings 1. [Rule]. Why: [the reason]. Example: "[before]" -> "[after]" Sentences and paragraphs 2. [Rule]. Why: [...] Proof and numbers 3. Every number has a source and a date. Why: [...] Structure 4. [Rule]. Why: [...] Mechanics (casing, punctuation, emoji) 5. [Rule]. Why: [...] ==================================================================== 4. BANNED WORDS (one list, checked by a script, not by AI) ==================================================================== [word] [word] [phrase] Better words: [banned] -> [replacement] ==================================================================== 5. STRUCTURES BY FORMAT ==================================================================== LinkedIn post: [the order of beats] Blog post: [first paragraph answers the title; headings are questions; ...] Video script: [one takeaway per section; say the number out loud] Newsletter: [one topic, one link, sign-off] Outbound message: [first line is one finding about them] 5.1 Tone by context (voice stays the same, tone changes) LinkedIn: [tone] | [length] | [first-line move] Blog/tutorial: [tone] | [length] | [first-line move] Video: [tone] | [length] | [first-line move] Newsletter: [tone] | [length] | [sign-off] Outbound: [tone] | [length] | [first-line move] Client update: [tone] | [length] | [format] When it went wrong: own it first, then the fix and the date 5.2 Style sheet [US/UK English] [contractions yes/no] [Oxford comma yes/no] [digits or words for numbers] [heading case] [product and brand names spelled exactly: ...] 5.3 How we talk about competitors [name them when? source every claim; say who they suit; disclose when we list ourselves] 5.4 Rule scope Global rules: sections [..]. Format rules: section 5. When they conflict: [which wins]. ==================================================================== 6. GOLD STANDARD EXAMPLES (approved, published) ==================================================================== "[paste the best opening you've written]" Why it works: [one line] ==================================================================== 7. BEFORE AND AFTER (your real edits) ==================================================================== Before: "[the draft line]" After: "[your rewrite]" Rule: [number] ==================================================================== 8. FINAL CHECK BEFORE ANYTHING SHIPS ==================================================================== [ ] First line states the point, the finding, or what I did [ ] Every number has a source and date [ ] No banned words (run the script) [ ] The insight is longer than the setup [ ] No sentence just explains the one before it [ ] The ending stands without "What do you think?" ==================================================================== 9. HOW THIS GUIDE GROWS ==================================================================== 1. I correct a draft. 2. The correction becomes a rule here the same day, with the date, the reason and the before/after. 3. If it contradicts an older rule, fix the older one in the same edit and log it below. Changelog - [date]: [what changed and why] ==================================================================== 10. USING THIS GUIDE ==================================================================== Where it matters: [every place a buyer, client or AI engine reads your words] How AI tools find it: [your CLAUDE.md / AGENTS.md / project instructions line: "Read voice-guide.md first"] Which tools load it: [list every skill, GPT or workflow that writes] How you'll know it's everywhere: [a check you run after adding a new tool] AirOps or Profound Brand Kit? This file maps onto both: - AirOps Foundations (Description, Mission, Values, Brand Voice and Tone, Author Persona, Global Writing Rules) = sections 1.2, 1.3, 2, 3. Audiences = 1 and 1.1. Content Types = 5. Competitors = 5.3. - Profound Brand Information (About the brand, Ideal customer profile, Competitors, Brand point of view) = 1, 1.2, 5.3. Brand Writing Style (Author persona, Tone of voice, Writing rules) = 1.3, 2, 3. Paste the matching sections into each field. Keep this file as the master copy.