calctext/_bmad/wds/workflows/1-project-brief/templates/content-language.template.md

Content & Language: {{project_name}}

Tone of Voice & Content Guidelines

Created: {{date}} Author: {{user_name}} Related: Product Brief

---

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}}

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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

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Generated by Whiteport Design Studio