# Brand tone and vocabulary

So everything your AI writes sounds like you.

How to use it: replace each example with your own content, then delete the guidance in italics. Keep the headings: they help your AI find the right passage.

## Our tone in three words

*Three adjectives, each with what it means in practice.*

Example:

> Direct: the answer comes in the first sentence.
> Warm: we write to a person, not to “our customers”.
> Precise: a figure rather than an adjective.

## We say, we don’t say

*Two columns. This is the most useful section for an AI.*

Example:

> We say “your site”, not “the platform”.
> We say “we will call you tomorrow”, not “we will get back to you shortly”.
> We say “3 days”, not “quickly”.

## Formal or informal

*The rule, and its exceptions.*

Example:

> Formal with clients and prospects. Informal on our social networks.

## Words and phrases to avoid

*Expressions that do not sound like you.*

Example:

> “Innovative solution”, “do not hesitate”, “at the heart of”, strings of exclamation marks.

## Before, after

*A text rewritten in your tone. Nothing shows the expected result better.*

Example:

> Before: “We do our utmost to optimise your digital visibility.”
> After: “Your site shows on the first page when someone searches for a joiner in Angers.”