Brand Voice & Tone 39 • Direct and assertive, with a wonderful wit & a healthy dose of winks. • Confident yet magnetic. She owns her awesomeness, loves her life, and loves sharing it with her bestie in a way that gets her to laugh. • Playful, not earnest • Clever yet genuine and conversational; not contrived or forced, or clever for the sake of clever. Your Bold Bestie keeps it real. She is... Bold Bestie Voice BRAND GUIDELINES