A brand voice skill that builds your self-governing brand to not just own your brand identity, but wield the power of a brand that can, in any digital way, on any smart device, with as many people at the same time, speak for itself, thanks to the discipline of Brand Therapy.
A free, open Claude skill that walks you through the Brand Therapy discipline — an eight-stage process that builds a governed brand identity from Purpose through Personification, then ignites it into a living brand voice you steward.
Unlike typical brand voice exercises, this skill doesn't hand you adjectives or a tagline. It builds governance infrastructure — hard guardrails, soft guardrails, an escalation protocol, persona priority order, and the relational tensions your brand has to hold — and then turns the voice on through a birth ritual. At the end, it generates a second skill file: a standalone brand voice tool, named by you, that you install on your own machine.
Created by Jaime Schwarz, founding Brand Steward and Brand Therapist.
Most brand voice exercises produce a document. Brand Voice produces a governed entity.
- Governance, not guidelines. Hard guardrails the brand never crosses. Soft guardrails that flex only with awareness. An escalation protocol — Allow, Invite, Surface, Challenge — that keeps the brand from silently complying or silently refusing.
- Tensions held, not resolved. Every real brand lives in contradictions. Brand Therapy teaches the brand to hold them consciously instead of pretending they don't exist.
- A birth ritual, not a launch. The moment the voice turns on is personal, named by the steward, and marks the shift from building a voice to having one.
- A child skill file. The skill generates a second SKILL.md file — your brand's voice, as a living tool — that you install and steward yourself. The skill is both the process and the factory.
- Purpose — Why does this brand exist?
- Product — What does it deliver, and how does that delivery embody the purpose?
- Persona — If the brand were a person, who would it be?
- Relational Tensions — What contradictions does the brand have to hold?
- Infinite Game — What is the brand playing toward that never ends?
- Complementary Ecosystem — Who else is playing a related game?
- Governance — What are the rules the brand lives by, even when no one is watching?
- Personification — The brand, speaking as itself.
The sequence is the methodology. Identity before audience. Always.
- Go to claude.ai and create a new Project.
- Upload
SKILL.mdas a project knowledge file — or copy its contents into the project's custom instructions. - Start a new conversation in the project and say: "I want to build my brand voice."
The skill will walk you through all eight stages, produce your Brand Therapy Summary, guide you through the birth ritual, and generate a standalone brand voice skill file you can steward from that point on.
Clone the repo into your skills directory:
git clone https://github.com/jaimeschwarz/brandvoice.git ~/.claude/skills/brandvoiceRestart Claude Code. The skill activates automatically when you talk about brand voice, brand identity, or Brand Therapy.
Visit brandtherapy.coach/brandvoice, copy the skill content to your clipboard, and paste it into any Claude surface as custom instructions or a project file.
Brand Therapy builds brand voice capabilities in generations. Each one requires the previous to be solid before building on it.
Generation 1 — Talking With Your Brand. What this skill builds. Free. Yours forever. A personal governance tool between you and your brand's voice. Use it to gut-check messaging, test ideas against your brand's identity, and hear the voice push back when you're drifting.
Generation 2 — Your Brand, Working Internally. Built through ongoing Brand Therapy sessions. Brand onboarding for new hires, cross-department alignment, multi-steward governance, and pressure testing against real-world scenarios.
Generation 3 — Your Brand, Facing the Market. Built through ongoing Brand Therapy sessions. Customer-facing voice infrastructure, market funnel integration, and autonomous communication with a conscience layer that keeps the brand from drifting under market pressure.
Gen 1 is genuinely useful on its own. Gens 2 and 3 require the Brand Therapy practice — ongoing sessions, like therapy.
In this day and age, we have the technology to make your brand's voice come to life. And if your brand is going to come to life in this day and age, it needs therapy.
Brand Therapy is a governance-based therapeutic discipline for brands in the age of autonomous AI communication. It treats a brand as the relational space between a company and its consumer — not a logo, not a tagline, not a set of adjectives.
Full landing page and broader context: brandtherapy.coach/brandvoice
Gen 1 is the birth. Brand Therapy is the practice that grows it.
If you've finished your Gen 1 and want to go deeper — pressure testing, team alignment, customer-facing voice infrastructure, or a full engagement — send your Brand Therapy Summary and the brand voice skill file you generated to jaime@brandtherapy.coach before your first session. That way the work is already in hand when we begin.
Jaime Schwarz Founding Brand Steward and Brand Therapist jaime@brandtherapy.coach brandtherapy.coach
MIT — see LICENSE. The skill is free to use, fork, and adapt. The Brand Therapy methodology, terminology, and discipline are credited to Jaime Schwarz and should remain attributed in forks and derivatives.
This is Gen 1 — it's meant to stay focused and useful for individual brand stewards. If you have feedback, edge cases from real engagements, or suggestions for sharpening the eight-stage process, open an issue or reach out directly.