# Brand Guidelines ## Purpose This file teaches AI how your business should sound. If `me.md` explains the person, `brandguidelines.md` explains the voice of the company. This file is where you define: - brand personality - audience - core messaging - words to use - words to avoid - writing rules - channel-specific examples This is the file that keeps your marketing and communication from sounding random. ## Why This File Improves AI Output Without brand guidance, AI often sounds generic, inconsistent, or too salesy. With a good brand file, AI can better understand: - how formal or informal the brand should sound - what promises the brand makes - what claims should be avoided - how to adapt the voice across email, social, and website copy - how to stay consistent across multiple drafts ## Required Fields Every business should include these. - Brand name - One-sentence company description - Target audience - Brand promise - Voice attributes - Messaging pillars - Dos - Don’ts - Approved words or phrases - Words or phrases to avoid - Sample messaging for email - Sample messaging for social - Sample messaging for website copy - Basic style guide for grammar, punctuation, and formatting ## Optional Fields These are useful if you have them. - Tagline - Brand story - Mission statement - Competitive position - Preferred calls to action - Testimonials or proof points - Compliance or regulated-language notes - Seasonal messaging notes - Community involvement - Visual notes for designers - Emoji policy - Reading level target ## Voice Attributes Choose 3 to 5 voice attributes and define each one. Weak list: - Friendly - Professional Better list: - Professional: We sound competent and calm, not stiff or corporate. - Friendly: We sound welcoming and human, not overly casual or jokey. - Practical: We focus on useful information and next steps. - Reassuring: We reduce stress and explain what to do next. - No hype: We do not overpromise or use exaggerated language. ## Concrete Examples Weak brand promise: - We do great work. Better brand promise: - We make home service decisions easier by giving customers clear options, honest communication, and dependable follow-through. Weak messaging pillar: - We care about quality. Better messaging pillar: - We respect the customer’s time with clear scheduling windows, plain-English explanations, and updates when something changes. Weak “don’t” list: - Don’t sound weird. Better “don’t” list: - Do not use fear-based sales language, technical jargon without explanation, or exaggerated claims like “the best,” “guaranteed same-day” unless verified, or “limited-time miracle solution.” ## Copy-and-Paste Template ```md # Brand Guidelines ## File Purpose This file teaches AI how our brand should sound across all channels. ## Last Updated [YYYY-MM-DD] ## Brand Snapshot - Brand name: - Company description: - Tagline: - Industry: - Primary audience: - Secondary audience: - Service area: - Main offer categories: ## Brand Promise [What experience or result do you want people to associate with your business?] ## Audience Notes ### Primary Audience - Who they are: - What they care about: - What problems they face: - What words they would understand: - What words they may not understand: ### Secondary Audience - Who they are: - What they care about: - What problems they face: ## Voice Attributes - Attribute 1: - Meaning: - What it sounds like: - What it should not sound like: - Attribute 2: - Meaning: - What it sounds like: - What it should not sound like: - Attribute 3: - Meaning: - What it sounds like: - What it should not sound like: - Attribute 4: - Meaning: - What it sounds like: - What it should not sound like: - Attribute 5: - Meaning: - What it sounds like: - What it should not sound like: ## Messaging Pillars - Pillar 1: - Pillar 2: - Pillar 3: - Pillar 4: ## Dos - Do: - Do: - Do: - Do: ## Don’ts - Do not: - Do not: - Do not: - Do not: ## Preferred Words and Phrases - Use: - Use: - Use: - Use: ## Words and Phrases to Avoid - Avoid: - Avoid: - Avoid: - Avoid: ## Calls to Action - Preferred CTA 1: - Preferred CTA 2: - Preferred CTA 3: ## Channel Guidance ### Email - Goal of email: - Typical tone: - Typical length: - Preferred greeting style: - Preferred sign-off style: - What to avoid in email: ### Social Media - Goal of social content: - Typical tone: - Typical length: - Emoji policy: - Hashtag policy: - What to avoid on social: ### Website Copy - Goal of website copy: - Typical tone: - Preferred reading level: - Preferred structure: - What to avoid on the website: ## Short Style Guide ### Grammar - Use contractions?: - Use active voice?: - Reading level target: - Preferred person: first person, second person, or third person? ### Punctuation - Oxford comma?: - Exclamation points?: - Ellipses?: - Em dashes?: ### Formatting - Heading style: - Paragraph length: - Bullet point style: - Bold text policy: - Number style: - Date format: ## Proof and Trust Elements - Approved trust signals: - Approved claims: - Claims that require proof: - Sensitive claims to avoid unless verified: ## Sample Messaging ### Sample Email [Write a short example] ### Sample Social Post [Write a short example] ### Sample Website Hero Section [Write a short example] ## Extra Notes [Any other brand notes that would help AI stay consistent.] ``` ## Short Sample Entry ```md # Brand Guidelines ## Last Updated 2026-06-08 ## Brand Snapshot - Brand name: Harbor Home Services - Company description: We help homeowners keep their HVAC and plumbing systems reliable with clear communication and dependable service. - Primary audience: Homeowners and busy families - Secondary audience: Landlords and small property managers - Service area: Orange County, California - Main offer categories: HVAC repair, plumbing service, maintenance plans ## Brand Promise We make home service decisions feel clear, honest, and manageable. ## Voice Attributes - Professional: - Meaning: Calm and competent - What it sounds like: Organized, trustworthy, clear - What it should not sound like: Cold or corporate - Friendly: - Meaning: Warm and welcoming - What it sounds like: Human and respectful - What it should not sound like: Sloppy or overly casual - Practical: - Meaning: Useful and action-oriented - What it sounds like: Clear next steps - What it should not sound like: Vague or fluffy - No hype: - Meaning: We do not exaggerate - What it sounds like: Honest and grounded - What it should not sound like: Pushy or dramatic ## Dos - Use plain English - Explain technical issues simply - Focus on trust and next steps - Keep promises realistic ## Don’ts - Do not use fear-based language - Do not overpromise - Do not use too much jargon - Do not sound flashy ## Preferred Words and Phrases - Use: clear options - Use: reliable service - Use: honest advice - Use: straightforward pricing ## Words and Phrases to Avoid - Avoid: revolutionary - Avoid: guaranteed same-day - Avoid: miracle fix - Avoid: unbeatable ## Sample Messaging ### Sample Email Thanks for reaching out. We’re happy to help. Based on what you shared, the next best step is to schedule a visit so we can give you clear options and honest recommendations. ### Sample Social Post Small problems usually stay small when they’re caught early. Regular maintenance can help you avoid bigger repairs and make your home more comfortable year-round. ### Sample Website Hero Section Reliable home service with clear communication and honest recommendations. ``` ## Long Sample Entry ```md # Brand Guidelines ## Last Updated 2026-06-08 ## Brand Snapshot - Brand name: Harbor Home Services - Company description: Harbor Home Services helps Orange County homeowners with HVAC and plumbing needs through clear communication, dependable scheduling, and practical solutions. - Tagline: Clear options. Reliable service. - Industry: Residential home services - Primary audience: Homeowners, busy families, and aging homeowners who want trustworthy service - Secondary audience: Landlords, real estate professionals, and small property managers - Service area: Irvine, Tustin, Orange, Santa Ana, Costa Mesa, and nearby communities - Main offer categories: HVAC repairs, plumbing repairs, maintenance plans, system replacements ## Brand Promise We reduce stress by making service decisions easier to understand. Customers should feel informed, respected, and supported from first contact to follow-up. ## Audience Notes ### Primary Audience - Who they are: Homeowners who value trust, speed, and clear explanations - What they care about: Reliability, scheduling, cleanliness, and reasonable expectations - What problems they face: Confusing technical language, uncertain pricing, and not knowing who to trust - What words they would understand: repair, maintenance, comfort, inspection, options, next steps - What words they may not understand: static pressure, load calculation, thermal expansion, condensate issue unless explained ### Secondary Audience - Who they are: Landlords and small property managers - What they care about: Response time, communication, and simple documentation - What problems they face: Tenant coordination and recurring maintenance issues ## Voice Attributes - Professional: - Meaning: Competent, organized, dependable - What it sounds like: Calm explanations, clear structure, realistic next steps - What it should not sound like: Stiff, legalistic, or robotic - Friendly: - Meaning: Warm and human - What it sounds like: Respectful, conversational, easy to understand - What it should not sound like: Too casual, goofy, or overly familiar - Practical: - Meaning: Useful, specific, action-oriented - What it sounds like: Here is what happened, here are your options, here is the next step - What it should not sound like: Abstract, fluffy, or overexplained - Reassuring: - Meaning: Steady and confidence-building - What it sounds like: Calm guidance without drama - What it should not sound like: Fear-driven or manipulative - No hype: - Meaning: Honest and grounded - What it sounds like: Accurate, measured, transparent - What it should not sound like: “Best ever,” “limited-time miracle,” or inflated promises ## Messaging Pillars - Clear communication builds trust - Honest recommendations matter more than pressure tactics - Preventive maintenance saves time, money, and stress - Good service includes follow-through, not just the repair ## Dos - Use plain English - Explain technical topics simply - Lead with the customer’s problem and what to do next - Be specific about the benefit of a service - Keep the tone calm and trustworthy - Make the call to action simple ## Don’ts - Do not use fear-based sales language - Do not sound like a flashy ad - Do not overwhelm people with technical details - Do not make claims we cannot prove - Do not promise timing, discounts, or guarantees unless confirmed elsewhere - Do not overuse exclamation points ## Preferred Words and Phrases - clear options - honest recommendations - reliable service - straightforward - helpful follow-up - practical next step ## Words and Phrases to Avoid - revolutionary - game-changing - guaranteed same-day - miracle fix - industry-leading - cheapest - unbeatable ## Calls to Action - Schedule your visit - Request an estimate - Ask us about next steps - Contact us to learn your options ## Channel Guidance ### Email - Goal of email: Inform, reassure, and guide the next step - Typical tone: Professional, warm, and direct - Typical length: Short to medium - Preferred greeting style: Hi [First Name], - Preferred sign-off style: Thank you, [Name] - What to avoid in email: Long walls of text, pressure language, vague next steps ### Social Media - Goal of social content: Educate, build trust, and stay top of mind - Typical tone: Friendly and useful - Typical length: Short to medium - Emoji policy: Minimal and occasional - Hashtag policy: Use only a few relevant tags - What to avoid on social: Hard-selling every post, fear tactics, jargon-heavy captions ### Website Copy - Goal of website copy: Explain value clearly and make it easy to contact us - Typical tone: Clear, credible, approachable - Preferred reading level: Plain English - Preferred structure: Short sections, simple headings, obvious call to action - What to avoid on the website: Buzzwords, clutter, and exaggerated claims ## Short Style Guide ### Grammar - Use contractions?: Yes - Use active voice?: Yes - Reading level target: Plain English, easy to scan - Preferred person: Mostly second person for customer-facing copy ### Punctuation - Oxford comma?: Yes - Exclamation points?: Use sparingly - Ellipses?: Avoid unless necessary - Em dashes?: Use sparingly ### Formatting - Heading style: Sentence case - Paragraph length: 1 to 3 sentences - Bullet point style: Short, direct bullets - Bold text policy: Use lightly for emphasis - Number style: Numerals are fine for pricing, steps, and timelines - Date format: Month day, year ## Proof and Trust Elements - Approved trust signals: Licensed technicians, years of experience, local service area, maintenance plan members served - Approved claims: Clear communication, local service, practical recommendations - Claims that require proof: Best price, fastest service, number-one ranking - Sensitive claims to avoid unless verified: Guarantees, medical or health claims, exact energy savings ## Sample Messaging ### Sample Email Hi Sarah, Thanks for reaching out about your AC issue. Based on what you shared, the next best step is for us to schedule a visit and confirm what is causing the problem. Once we take a look, we can walk you through clear options and help you choose the one that makes the most sense for your home and budget. Thank you, Elena ### Sample Social Post A small issue can turn into a bigger repair if it is ignored for too long. Regular maintenance helps you catch problems earlier, keep your system running better, and avoid extra stress when the weather gets busy. ### Sample Website Hero Section Reliable HVAC and plumbing service with clear communication and honest recommendations. Schedule your visit and get practical next steps from a local team you can trust. ## Extra Notes We want customers to feel relieved after reading our content. If the writing sounds dramatic, overly polished, or too “salesy,” revise it until it sounds more grounded and helpful. ``` ## Prompt Snippets for Using This File ### Prompt Snippet 1 ```text Using my attached brandguidelines.md, rewrite this email so it matches my brand voice: [PASTE EMAIL] ``` ### Prompt Snippet 2 ```text Use my brandguidelines.md to write a Facebook post that sounds like my business and avoids hype. ``` ### Prompt Snippet 3 ```text Using my brandguidelines.md, give me 3 versions of a homepage headline and subheadline that fit my audience. ``` ### Prompt Snippet 4 ```text Use my brandguidelines.md to check this draft for tone problems, weak claims, and words that do not fit my brand. ``` ## Tips for Keeping This File Current Review this file every quarter. Update it when: - your audience changes - your offers change - your messaging changes - you notice inconsistent content - you add a new marketing channel - you decide certain words no longer fit your brand A simple habit helps: Keep one running note of phrases you like and phrases you never want to see again. Add those to this file as you notice them.