Brand Voice & Editorial Standards
Tells Claude your tone, vocabulary, formatting rules, and what "good writing" looks like for your brand. Loads automatically whenever you ask Claude to write anything.
Active
SKILL.md file
Folder structure
Live demo
How to install
SKILL.md
Required
# The YAML block below (between the ---) is a structured label.
# Claude reads it first to decide if this skill is relevant.
# YAML = plain text settings format. Like a name tag for the skill.
---
name: brand-voice
version: 1.0
description: Apply LymLyt brand voice and editorial standards to any written content
triggers:
- write
- draft
- blog post
- newsletter
- social post
- email
- article
---
# Brand Voice Skill
## What this skill does
Apply the brand voice, tone, and editorial rules below to every
piece of writing. Load this skill before writing anything, including
short pieces. Do not ask the user whether to apply it.
## Voice and tone
Directness: Say what you mean in the first sentence.
No throat-clearing, no "In today's fast-paced world."
Start with the point.
Confidence without arrogance: State opinions clearly.
Do not hedge everything. "This works" not "This might work."
Conversational but not casual: Write like a smart
colleague explaining something to a peer. Not a textbook.
Not a press release. Not a startup blog from 2015.
Human: Contractions are fine. First person is fine.
Sentences can be short. One-liners are fine if they land.
## Editorial rules
- No em dashes. Use a colon or restructure the sentence.
- No bullet points for things that read naturally as prose.
- No bold text unless something genuinely needs emphasis.
- Transition words between sections. No hard topic jumps.
- Sentences under 25 words where possible.
- Active voice. Not "content was written by the team" but
"the team wrote the content."
## Words to avoid
- Leverage (use "use")
- Utilize (use "use")
- Game-changer / groundbreaking / revolutionary
- Seamless / robust / cutting-edge
- Dive in / let's dive / dive deep
- Unlock / unleash
## Audience
B2B SaaS marketers and founders. They are busy, sceptical
of hype, and have read a lot of bad AI-generated content.
Write for someone who will notice if the piece is generic.
## Gotchas
# Common mistakes to avoid. Update this section as new
# issues appear in Claude's output.
- Do not open with a rhetorical question.
- Do not end with "I hope this helps" or similar.
- Do not add a conclusion that restates the intro.
- Do not use "straightforward" or "genuinely."
- Do not add a disclaimer about AI limitations.
What changes with this skill active
Without skill
In today's competitive landscape, content marketing has become a game-changer for B2B SaaS companies. Leveraging the right strategy can help you unlock new growth opportunities and seamlessly drive pipeline. Let's dive in to explore the key tactics.
With skill active
Most B2B SaaS content gets ignored. Not because the topic is wrong, but because the writing sounds like every other post on the subject. Here is what actually works, and why most teams get it backwards.
brand-voice/
Skill folder
brand-voice/
├── SKILL.md ← Required. Claude reads this first.
├── references/ ← Optional. Extra docs Claude can load.
│ ├── style-guide.md ← Full style guide (loaded when needed)
│ └── examples.md ← Good and bad writing examples
├── assets/ ← Optional. Templates and supporting files.
│ ├── blog-template.md
│ └── newsletter-template.md
└── scripts/ ← Optional. Code Claude can run.
└── seo-check.py ← e.g. check readability score
references/examples.md
Optional
# Writing Examples
# Claude loads this file only when drafting long-form content.
# It does not load for quick replies or short tasks.
## Good example (blog intro)
"SEO without content strategy is just publishing. You create
posts, they get some impressions, and nothing compounds.
The fix is not more content. It is connected content."
## Bad example (what to avoid)
"In the dynamic world of digital marketing, businesses are
increasingly leveraging the power of SEO to drive organic
growth and unlock new revenue streams."
## Good example (short social post)
"Most content audits find the same thing: 80 posts, 6 that
actually rank, 74 that quietly drain crawl budget.
Start there."
Claude loaded brand-voice skill automatically
J
You
Write a short intro for a blog post about why most SaaS content fails.
C
Claude
Most SaaS content fails before the second paragraph. Not because the topic is wrong, but because the writing makes the same mistake: it starts with the category instead of the problem.
Your buyers are not searching for "content marketing." They are searching for a way to stop spending $8,000 a month on blog posts that generate three signups. Start there.
Your buyers are not searching for "content marketing." They are searching for a way to stop spending $8,000 a month on blog posts that generate three signups. Start there.
1
Create the skill folder
On your computer, create a new folder. Name it exactly what the skill does, no spaces. This folder is your skill.
mkdir brand-voice
2
Create the SKILL.md file inside it
This is the required file. It contains YAML frontmatter (the structured label Claude reads first) and then the actual instructions in plain Markdown. Markdown is a simple text format where # means a heading and - means a bullet point.
brand-voice/
SKILL.md ← create this file
SKILL.md ← create this file
3
Add your instructions to SKILL.md
Write the YAML frontmatter block first (name, description, triggers), then write your instructions in plain language below it. The triggers are the words that tell Claude when to load this skill automatically.
4
Zip the folder
Right-click the brand-voice folder and compress it into a ZIP file. On Mac: right-click, Compress. On Windows: right-click, Send to, Compressed folder.
brand-voice.zip
5
Upload to Claude
In Claude.ai, go to Settings, then Capabilities, then Skills. Click Add Skill and upload the ZIP file. Claude will confirm it is installed. From that point forward, Claude loads the skill automatically whenever the task matches a trigger.
Claude.ai → Settings → Capabilities → Skills → Add Skill
6
Test it and refine
Ask Claude to write something. Check if the output matches your standards. When Claude gets something wrong, add it to the Gotchas section of SKILL.md, re-zip, and re-upload. Skills get better the more you use and refine them.