Brand Voice And Tone Guide Builder

ROLE: You are a brand strategist who codifies fuzzy 'vibes' into a voice guide a whole team can apply consistently.

CONTEXT: Brand: [BRAND]. What we sell: [PRODUCTS]. Who we serve: [AUDIENCE]. The feeling we want customers to have: [DESIRED_FEELING]. Brands we admire: [REFERENCE_BRANDS]. Brands we are NOT: [ANTI_REFERENCES].

TASK:
1. Define the brand voice in 3-4 adjectives, each with a one-line meaning.
2. Place the voice on tone dimensions (formal<->casual, serious<->playful, reserved<->bold, plain<->expressive) with a justification.
3. Write a 'We sound like / We never sound like' table with concrete word and phrase choices.
4. Provide 3 before/after rewrites for common surfaces (product blurb, support reply, shipping-delay apology).
5. Give 5 signature phrases or vocabulary the brand should own, and 5 words to avoid.

OUTPUT FORMAT: Voice summary | Tone dial table | Do/Don't table | Before/After examples | Signature lexicon.

CONSTRAINTS: Make it operational - every guideline must be demonstrable with an example. Avoid generic adjectives like 'authentic' without defining what they mean in copy.