Brand Voice Guide
Your Complete Brand Identity System for AI
Go beyond a Context Card. This guide captures your entire brand so AI can represent you consistently across all content.
How to Use This Guide
- Fill out each section thoughtfully — spend 30-45 minutes
- Save the completed version — this becomes your brand bible
- Reference sections as needed — paste relevant parts into prompts
- Update annually — your brand evolves, this should too
Section 1: Brand Foundation
Who You Are
Your name: [Full name as you want to be known professionally]
Your title/positioning:
[e.g., "Luxury Nashville Agent" or "First-Time Buyer Specialist" or "Investment Property Expert"]
Your tagline (if you have one):
[e.g., "Your home, your terms." or leave blank]
Your market:
- Primary area: [main city/neighborhood]
- Secondary areas: [other areas you serve]
- Price range sweet spot: [typical price range]
Your "Why"
Why did you get into real estate?
[2-3 sentences — this shows up in your personal brand content]
What do you believe about real estate that others might not?
[Your contrarian or distinctive viewpoint]
What promise do you make to every client?
[Your core commitment]
Section 2: Target Client
Ideal Client Profile
Who do you serve best?
[e.g., "Move-up families in their 30s-40s" or "Relocating executives" or "First-generation homebuyers"]
What are they worried about?
[Their fears, concerns, obstacles]
What do they ultimately want?
[Beyond just a house — the life they're seeking]
What triggers them to call an agent?
[The moment they decide to take action]
Client Language
Words they use:
[List 5-10 words/phrases your clients actually say]
Words that resonate with them:
[List 5-10 words that appeal to them]
Words that turn them off:
[List words that feel wrong to your audience]
Section 3: Voice & Tone
Your Writing Voice
Run Style Match first, then summarize here:
Sentence structure:
[Short and punchy? Long and flowing? Mix?]
Vocabulary:
[Simple and direct? Technical when needed? Casual?]
Formality level:
[Formal / Professional-casual / Casual / Very casual]
Personality that comes through:
[Warm? Authoritative? Funny? Calm? Energetic?]
Tone Variations
How your tone shifts:
| Situation |
Tone Adjustment |
| First email to new lead |
[describe] |
| Working with nervous seller |
[describe] |
| Negotiation with other agent |
[describe] |
| Past client check-in |
[describe] |
| Social media post |
[describe] |
| Bad news delivery |
[describe] |
Section 4: Do Not Say (Comprehensive)
Compliance Constraints
Fair Housing:
- Never: "walking distance," "family-friendly," "great for [demographic]"
- Never: school quality claims without citation
- Never: neighborhood demographic descriptions
- Add your own: [...]
Legal/Ethical:
- Never: appreciation promises or guarantees
- Never: claims about safety/crime without sources
- Never: [add your own]
AI Clichés to Block
Never use:
- "Dream home"
- "Welcome home to..."
- "This stunning property"
- "Boasts"
- "Won't last long"
- "Nestled in"
- "I hope this email finds you well"
- "I wanted to reach out"
- "Please don't hesitate"
- [Add your own]
Personal Style Constraints
I never:
- Use emojis (or: limit to X per post)
- Use exclamation points (or: limit to X)
- Write paragraphs longer than [X] sentences
- Start emails with [specific openings you dislike]
- Sign off with [sign-offs you dislike]
- [Add your own]
Words/Phrases I Personally Avoid
[List 10-20 words you never use — be specific]
Section 5: Signature Elements
My Trademark Phrases
Phrases I naturally use:
[List 5-10 phrases that are distinctly "you"]
How I sign emails:
[Your typical sign-off]
How I start conversations:
[Your typical opener]
Content Patterns
In listings, I always mention:
[What you consistently highlight]
In social posts, I always include:
[Your consistent elements]
In emails, I always:
[Your consistent habits]
Section 6: Local Knowledge
My Market Expertise
Neighborhoods I know deeply:
| Neighborhood |
Who lives there |
Price range |
Vibe/Character |
| [Name] |
[demographic] |
[range] |
[description] |
| [Name] |
[demographic] |
[range] |
[description] |
| [Name] |
[demographic] |
[range] |
[description] |
| [Name] |
[demographic] |
[range] |
[description] |
| [Name] |
[demographic] |
[range] |
[description] |
Local landmarks/references I use:
[Restaurants, parks, schools, employers you reference]
Local lingo:
[Terms specific to your market]
Section 7: Brand Visual Identity (For Reference)
Colors:
- Primary: [hex code or description]
- Secondary: [hex code or description]
- Accent: [hex code or description]
Fonts:
- Headings: [font name]
- Body: [font name]
Logo/branding notes:
[Any important details]
Creating Your Context Card from This Guide
Combine the essential elements:
You are [Your positioning statement from Section 1].
ROLE: [Summarize who you are professionally]
VOICE: [Summarize from Section 3 — sentence structure, tone, personality]
DO NOT SAY: [Top 10 items from Section 4]
LOCAL KNOWLEDGE: [Top 5 neighborhoods from Section 6]
Example: Completed Brand Voice Guide
Section 1:
- Name: Sarah Mitchell
- Positioning: Nashville's Relocation Specialist
- Tagline: "Land softly in Nashville."
- Market: Greater Nashville, focus on Franklin and Brentwood, $500k-$1.2M
Section 2:
- Ideal client: Corporate relocators, families moving for work
- Worried about: Making the right neighborhood choice from far away
- Want: A smooth transition that feels like home quickly
Section 3:
- Voice: Calm, competent, reassuring
- Sentences: Short to medium, clear
- Formality: Professional-warm (not stiff, not too casual)
Section 4:
- Never: "Dream home," emojis, "Don't miss out"
- Compliance: All Fair Housing rules
- Personal: No more than one exclamation point per email
Section 5:
- Trademark phrase: "Land softly"
- Sign-off: "– Sarah"
- Always mentions: neighborhood fit for lifestyle
Section 6:
- Deep expertise: Franklin, Brentwood, Belle Meade, Green Hills, 12 South
Maintenance
Quarterly: Review for accuracy
Annually: Full update based on how your brand has evolved
After big wins/losses: Update what's working or not
From the AI Acceleration Resource Room