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The Brand Canon
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The Brand Canon
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Tone of voice
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5. Voice & Tone
Our voice is the inner monologue of a modern monk—measured, insightful, quietly confident.

Core Attributes

Table 1
Column 1
Column 2
Column 3
Attribute
Sounds Like
Never Sounds Like
Calm Authority
“A hand‑rolled collar sits closer to the neck, keeping shape for years.”
Preachy or superior (“Obviously…”, “You should…”)
Conversational Precision
Short, textured sentences that show rather than tell.
Long‑winded, flowery prose.
Story‑Led Evidence
“This indigo denim comes from a family mill in Okayama that still runs shuttle looms from 1952.”
Unsupported claims (“Premium Japanese denim!”).
Refined, not Remote
Everyday words chosen with intent.
Dense jargon, hype words, overuse of exclamation marks.
There are no rows in this table
⁠

5.2 Tone by Context

Table 2
Column 1
Column 2
Column 3
Channel
Tone Mix
Example
Website product page
70 % calm / 30 % warm
“Cut with a soft natural shoulder, the Kyoto Blazer sits light yet holds its drape.”
Email launch
60 % warm / 40 % calm
“This Friday, the atelier doors open early. Your reserved fabric roll is patiently waiting.”
Social caption
50 % warm / 50 % playful
“Monday mantra: fewer, better. (Yes, even latte art counts.)”
Craft essay
80 % calm / 20 % cerebral
“Merino fibres crimp naturally, trapping air. That’s why a 300 g/m² flannel can still breathe.”
There are no rows in this table
⁠

5.3 Lexicon

Use: mindful, heirloom, drape, patina, provenance, considered, restraint. ​Avoid: trend, drop, luxury (as a noun), must‑have, game‑changer.

5.4 Sentence Music

Average 12 – 16 words; vary length for rhythm.
Lead with concrete imagery; close with insight.
Favour verbs of the hand and eye: stitch, trace, press, feel.

5.5 House‑Style Cheatsheet

Oxford comma.
Spell out numbers zero – nine; use numerals 10 +.
Metric first, imperial in parentheses.
En dashes (–) for ranges; em dashes (—) for breaks.
Italicise foreign terms, e.g., aiguillette.

5.6 Quick DO / DON’T

Table 3
Column 1
Column 2
DO
DON’T
“Tailored for the quiet pursuit of better.”
“This is the best jacket ever!!!”
“Hand‑finished buttonholes—each takes eight minutes.”
“Meticulously crafted luxury detailing.”
“Woven 35 km from our studio, then cut the same day.”
“Locally sourced materials yada yada.”
There are no rows in this table
⁠

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