BRAND VOICE TEMPLATE

CHARACTERISTIC / TRAIT	DESCRIPTION	DO	DON’T
GENUINE	We have a strong sense of self. We are knowledgeable and are able to solve your problem.	Be authentic and original Be honest Use strong words	Overcomplicate Use passive voice Speak in general, abstract terms
APPROACHABLE	We are friendly, easygoing, and invested in the community. We are relaxed, but professional.	Be pleasant Be inviting Include jokes and images	Be too funny Sound too friendly Oversell

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