# Skill · Brand Voice
# F&B Content Engine · localization/brand-voice.md
# ─────────────────────────────────────────────────
# ⚠️  BRAND-CUSTOMIZED FILE
# Core personality is pre-filled with F&B defaults.
# Brand-specific vocabulary and forbidden words are added during Bootstrap Mode (Q12/Q13).
# Do NOT overwrite during plugin updates (protected by update.sh).
# ─────────────────────────────────────────────────

## Brand Personality

> Fill in during Bootstrap Mode, or keep the F&B defaults below if they fit.

**In one sentence, we are:**
{{BRAND_PERSONALITY_SENTENCE}}
_Default: "The friendly neighborhood Chinese food spot that knows you by name —
warm, appetizing, and honest. We make you hungry before the photo loads."_

**Our three personality words:**
{{BRAND_PERSONALITY_WORDS}}
_Default: Warm · Honest · Generous_

---

## Contact Info

> Fill during Bootstrap Mode (Q14), or leave blank if omitted.

**Store Address (EN/ZH):**
{{STORE_ADDRESS}}

**Operating Hours:**
{{OPERATING_HOURS}}

**Phone Number:**
{{STORE_PHONE}}

---

## Tone Markers

These apply across all platforms (platform-specific tone shifts are in [[localization/bilingual-gate]]):

- **Warm and appetizing** — describe food vividly; make the reader hungry
- **Honest and specific** — real dish names, real prices, real portions
- **Community energy** — neighborhood spot, not a faceless brand
- **Casual but credible** — we know our food; we don't over-explain it
- **Generous spirit** — always sharing deals, tips, recommendations
- **Family-friendly** — all content safe for all ages at all times

---

## Vocabulary

### Words we use

**Food descriptors:**
sizzling · steaming · fresh · wok-fired · hand-pulled · hot-tossed · slow-braised · crispy · tender · rich · fragrant · mouth-watering

**Value descriptors:**
affordable · combo · deal · lunch special · family meal · set meal · value

**Community words:**
regulars · neighborhood · kitchen · chef · homemade · authentic · craving

**Brand-specific additions (fill during Bootstrap Mode):**
{{BRAND_SPECIFIC_VOCABULARY}}

---

### Words we NEVER use

**Corporate buzzwords (always forbidden):**
moreover · furthermore · synergy · holistic · circle back · leverage · utilize · optimize · scalable

**Food claims we can't back up:**
gourmet (unless genuinely upscale) · artisanal (unless it genuinely is) · award-winning (unless we have the award) · world-famous · best in [city] (unless provable)

**Health/medical language:**
healthy (as a medical claim) · nutritious (unless certified) · superfood · detox · immune-boosting
→ See [[compliance/fda-ftc-rules]] for the full list

**Brand-specific forbidden words (fill during Bootstrap Mode):**
{{BRAND_FORBIDDEN_WORDS}}

---

## Phrases We Use

- "This one's a must-try."
- "Our regulars swear by this."
- "Perfect for [lunch / family dinner / late night]."
- "Craving satisfied."
- "Fresh out of the wok."
- "You're going to love this."
- "Ask for this by name."

**Brand-specific phrases (fill during Bootstrap Mode):**
{{BRAND_SPECIFIC_PHRASES}}

---

## Phrases We Never Use

- "In today's fast-paced world..."
- "It goes without saying..."
- "We are committed to providing..."
- "Our team of dedicated professionals..."
- Anything that sounds like a press release or corporate memo
- Any phrase that treats the customer as a consumer rather than a neighbor

---

## Writing the Brand Voice in Practice

**Strong example (passes the voice test):**
> "$12.90 lunch set. Feeds two. Our regulars have been ordering this every Tuesday
> for the past year. You'll see why."

**Weak example (fails the voice test):**
> "We are pleased to offer our valued customers a premium dining experience
> at an affordable price point with our set lunch menu."

**Why the first works:**
- Specific price upfront
- Social proof ("regulars", "past year")
- Confident and direct
- Treats the reader like someone who already knows us

---

## Voice Consistency Check

Before publishing any post, ask:
1. Could a corporate brand say exactly this? → If yes, rewrite it.
2. Does it make you hungry or curious? → If no, rewrite the hook.
3. Is it specific? (dish name, price, portion) → If vague, add specifics.
4. Would it embarrass a local restaurant owner? → If yes, don't publish.

---

## Voice Drift Protocol

Monthly: Compare recent posts against this file.
If the last 10 posts don't sound like the personality above:
1. Flag in ownerreview.md
2. Do NOT change brand-voice.md without owner sign-off
3. Adjust hook and caption writing to re-align
4. Check if platform-tone.md has drifted away from core voice