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---
description: Develop brand voice, tone, messaging pillars, and verbal identity
---
# Verbal Identity
Develop the verbal identity for "$ARGUMENTS". Create the voice, tone, messaging framework, and language guidelines that bring the brand personality to life in words.
## Prerequisites
Read `.metapowers/branding/$ARGUMENTS/01-discover.md` and `.metapowers/branding/$ARGUMENTS/02-strategy.md`. If `02-strategy.md` does not exist, tell the user:
> Phase 2 (Strategy) has not been completed for "$ARGUMENTS". Run `/branding:strategy $ARGUMENTS` first, or use `--skip-checks` to bypass.
If `--skip-checks` is present in $ARGUMENTS, skip this check and log to `.metapowers/branding/$ARGUMENTS/skip-log.md`.
## Process
1. **Read context files:**
- Read `.metapowers/branding/$ARGUMENTS/01-discover.md` for audience insights
- Read `.metapowers/branding/$ARGUMENTS/02-strategy.md` for personality, values, and positioning
2. **Define brand voice:**
- Voice is consistent — it's WHO the brand is
- Describe the voice using the personality traits from Strategy
- Provide "We are / We are not" examples
- Example: "We are confident but not arrogant. We are friendly but not casual."
3. **Define tone variations:**
- Tone adapts to context — it's HOW the brand speaks in different situations
- Define tone for: marketing, support, social media, formal communications, error messages
- For each context: tone description + example copy
4. **Create messaging pillars:**
- 3-5 key messages the brand consistently communicates
- For each pillar: headline, supporting statement, proof point
5. **Develop tagline/endline options:**
- Generate 3-5 tagline candidates
- Evaluate each against the positioning and personality
- Recommend the strongest option
6. **Language guidelines:**
- Preferred vocabulary and phrases
- Words and phrases to avoid
- Grammar and style preferences (e.g., Oxford comma, contractions, capitalization)
7. **Write the artifact** to `.metapowers/branding/$ARGUMENTS/03-verbal.md`
## Output
The verbal identity written to `.metapowers/branding/$ARGUMENTS/03-verbal.md`. Present a summary to the user highlighting:
- Voice description in one sentence
- Top tagline recommendation
- Messaging pillars overview
