Open source · Zero dependencies · Node 18+

Reverse-engineer any
brand voice.
Instantly.

Point it at any URL. Get a deployable VOICE.md in seconds —
archetypes, tone spectrum, vocabulary DNA, and a copy-paste AI prompt.

View on GitHub →
tonethief
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How it works

01

Point

Give it any URL. Homepage, about page, blog. It finds the pages that matter.

→
02

Analyze

Crawls 8 pages. Runs 10-dimension tone analysis. Detects archetypes, vocabulary, rhythm.

→
03

Deploy

You get a VOICE.md — drop it into any project or AI agent and it writes in that voice.

The output

Not a report.
A VOICE.md.

Most tools give you analytics. tonethief gives you something you can actually use — a deployable brand identity file.

Drop VOICE.md into any project, AI agent, or system prompt. Your AI will write indistinguishably from that brand.

Think SOUL.md — but for any company on the internet.

# Liquid Death — VOICE.md
> The brand voice operating system.
> Every word should be indistinguishable from Liquid Death.
 
## The One-Line Brief
Liquid Death is a provocateur. It speaks in the
voice of The Outlaw — provocative, irreverent,
witty. Darkness is a feature, not a bug.
 
## Archetypes
The Outlaw · The Rebel · The Anti-Hero · The Jester
 
## Irreverence Score
██████████ 10/10
 
## ✅ Always
- Lean into dark, unexpected, provocative
- Mock corporate speak — it's the positioning
- Short punchy lines. Let the joke breathe.
 
## ❌ Never
- Sanitize the edge. That kills the voice.
- Sound like a normal beverage brand.
- Explain the joke.

What you get

Everything you need.
Nothing you don't.

🎭

Personality Archetypes

12 types mapped — Rebel, Outlaw, Jester, Sage, Minimalist, and more. The ones that fit, ranked.

📊

10-Dimension Tone Spectrum

Formal/Casual, Serious/Playful, Earnest/Irreverent, Dry/Humorous. Each scored 1–10.

🧬

Vocabulary DNA

Power words, reading level, sentence rhythm. The fingerprint of how they actually write.

📋

Do & Don't Guidelines

Concrete writing rules extracted from real brand copy. Not generic advice — theirs.

🤖

AI-Ready System Prompt

Drop into ChatGPT, Claude, or any agent. Instantly write in any brand's voice.

⚔️

Compare Two Brands

Side-by-side voice diff. Run tonethief compare stripe.com square.com and see exactly where they diverge.

Get started

One command.

$ npx tonethief https://yourbrand.com

No install required. Runs immediately. Zero API keys.

$ npm install -g tonethief
$ tonethief https://yourbrand.com --output VOICE.md
$ git clone https://github.com/SlashImagine/tonethief
$ node bin/cli.js https://yourbrand.com