# Content & Language: {{project_name}}

> Tone of Voice & Content Guidelines

**Created:** {{date}}
**Author:** {{user_name}}
**Related:** [Product Brief](./product-brief.md)

---

## Brand Personality

{{brand_personality_summary}}

### Personality Attributes

| Attribute | Description | Expression |
|-----------|-------------|------------|
{{#each personality_attributes}}
| **{{this.attribute}}** | {{this.description}} | {{this.expression}} |
{{/each}}

---

## Tone of Voice

### Core Tone

**Primary Tone:** {{primary_tone}}

{{tone_description}}

### Tone Spectrum

| Dimension | Our Position | Example |
|-----------|--------------|---------|
| Formal ↔ Casual | {{formal_casual}} | {{formal_casual_example}} |
| Serious ↔ Playful | {{serious_playful}} | {{serious_playful_example}} |
| Technical ↔ Simple | {{technical_simple}} | {{technical_simple_example}} |
| Reserved ↔ Enthusiastic | {{reserved_enthusiastic}} | {{reserved_enthusiastic_example}} |

### We Say / We Don't Say

**We say:**
{{#each we_say}}
- {{this}}
{{/each}}

**We don't say:**
{{#each we_dont_say}}
- {{this}}
{{/each}}

---

## Language Strategy

### Supported Languages

| Language | Priority | Coverage | Notes |
|----------|----------|----------|-------|
{{#each languages}}
| {{this.language}} | {{this.priority}} | {{this.coverage}} | {{this.notes}} |
{{/each}}

### Translation Approach

{{translation_approach}}

### Localization Notes

{{#each localization_notes}}
- **{{this.language}}:** {{this.note}}
{{/each}}

---

## Content Types

### UI Microcopy

*Buttons, labels, error messages, system feedback*

**Guidelines:**
{{#each microcopy_guidelines}}
- {{this}}
{{/each}}

**Examples:**
| Context | ✅ Do | ❌ Don't |
|---------|-------|---------|
{{#each microcopy_examples}}
| {{this.context}} | {{this.do}} | {{this.dont}} |
{{/each}}

### Marketing Content

*Headlines, feature descriptions, value propositions*

**Guidelines:**
{{#each marketing_guidelines}}
- {{this}}
{{/each}}

### Informational Content

*Service descriptions, about pages, FAQs*

**Guidelines:**
{{#each informational_guidelines}}
- {{this}}
{{/each}}

---

## SEO Strategy

### Page-Keyword Map

| Page | URL Slug | Primary Keyword (SE) | Primary Keyword (EN) | {{#if has_german}}Primary Keyword (DE) |{{/if}}
|------|----------|---------------------|---------------------|{{#if has_german}}---------------------|{{/if}}
{{#each page_keyword_map}}
| {{this.page}} | {{this.slug}} | {{this.keyword_se}} | {{this.keyword_en}} | {{#if ../has_german}}{{this.keyword_de}} |{{/if}}
{{/each}}

### URL Structure

**Pattern:**
```
{{url_primary}}          → {{primary_language}}
{{url_secondary}}        → {{secondary_language}}
{{#if url_tertiary}}
{{url_tertiary}}         → {{tertiary_language}}
{{/if}}
```

### Primary Keywords (by language)

{{#each seo_keywords_by_language}}
**{{this.language}}:**
{{#each this.keywords}}
- {{this}}
{{/each}}

{{/each}}

### Local SEO

{{#if is_local_business}}
| Property | Value |
|----------|-------|
| **Business Name** | {{business_name}} |
| **Address** | {{business_address}} |
| **Phone** | {{business_phone}} |
| **Email** | {{business_email}} |
| **Opening Hours** | {{business_hours}} |
| **Google Business Profile** | {{google_business_status}} |
| **Business Category** | {{business_category}} |
{{else}}
*Not a local business — skip this section*
{{/if}}

### Structured Data Plan

| Page Type | Schema Type | Key Properties |
|-----------|-------------|----------------|
{{#each structured_data_plan}}
| {{this.page_type}} | {{this.schema_type}} | {{this.properties}} |
{{/each}}

### Keyword Usage Guidelines

{{keyword_usage_guidelines}}

---

## Content Structure Principles

### Structure Type

{{structure_type}}

### User's Vision

{{users_vision}}

### Content Priorities

**Must be prominent (visible immediately):**
{{#each must_be_prominent}}
- {{this}}
{{/each}}

**Important but secondary:**
{{#each secondary_content}}
- {{this}}
{{/each}}

### Navigation Principles

{{#each navigation_principles}}
- {{this}}
{{/each}}

### Not Included

{{#each not_included}}
- {{this}}
{{/each}}

### Clarity Level

{{clarity_level}}

---

## Content Ownership

| Content Type | Owner | Update Frequency |
|--------------|-------|------------------|
{{#each content_ownership}}
| {{this.type}} | {{this.owner}} | {{this.frequency}} |
{{/each}}

---

## Writing Checklist

Before publishing any content, verify:

{{#each writing_checklist}}
- [ ] {{this}}
{{/each}}

---

## Next Steps

- [ ] **Visual Direction** — Establish visual style and brand
- [ ] **Phase 2: Trigger Mapping** — Connect content to user psychology
- [ ] **Phase 4: UX Design** — Apply tone to interface copy

---

_Generated by Whiteport Design Studio_