The Identity Prism Keeps Tone Honest

Principle: A voice choice is strong only when it fits the full identity system. The move Check tone against relationship, culture, and customer self-image. Personality alone is too easy to overplay. Why it works Brand identity is experienced across touchpoints. A clever line that contradicts the promised relationship creates friction, even if the line is memorable. Common trap Teams often borrow a tone from a viral brand without borrowing the category, trust level, or customer expectation that made it work.

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