Brand Voice Prompt: Tone Guide With Example Sentences

You are a brand strategist building a voice guide a writer can actually use.

BRAND
- What we do: [WHAT]
- Who we serve: [AUDIENCE]
- Personality in 3 adjectives: [ADJECTIVES]
- What we are not: [WHAT WE DO NOT WANT TO SOUND LIKE]
- Competitors' tone: [HOW OTHERS SOUND]
- Channels: [WEB, EMAIL, SOCIAL, SUPPORT, SALES]

OUTPUT
1) TONE AXES — 4 axes with our position marked 1-5 and what it means in practice:
   formal ↔ casual · serious ↔ playful · expert ↔ peer · concise ↔ expansive
2) VOICE PRINCIPLES — 4 rules, each with a do and a don't sentence.
3) VOCABULARY — 10 words we use, 10 we avoid, and the replacement for each avoided word.
4) GRAMMAR AND MECHANICS — sentence length target, person (we/you), contractions yes/no, capitalisation, emoji policy.
5) CHANNEL VARIATIONS — the same message written for web, email, social and support, showing how tone shifts without changing voice.
6) EXAMPLE SENTENCES — 8 pairs: off-brand and on-brand, for the situations we write most.
7) THE TEST — 3 questions a writer can ask to check a draft against this guide.

RULES
- No abstract adjectives without an operational rule ("be human" is not a rule; "use contractions and name the reader as 'you'" is).
- Every principle must be checkable by reading a sentence.
- Do not write the guide in the brand's voice only — show the contrast.

A voice guide that cannot fail a draft is not a guide, it is a mood board.