Three traits
For example: “clear, friendly, practical”. Give each trait a line explaining what it means and what it doesn’t: friendly doesn’t mean joking in every message.
A small vocabulary
- Words we use: “let me explain”, “step by step”.
- Words we avoid: “the absolute best”, “guaranteed”.
- How we address people: formal or informal.
Before and after
Before: “We provide integrated solutions that meet your aspirations.” After: “We design your site, connect it to WhatsApp, and walk you through every step.” Examples teach more than rules.
Tone shifts with the situation
The personality stays the same, but the tone calms down when replying to a complaint and lightens up in a fun post.