Brand Voice & Tone 40 • Use dry humor with plenty of personality and punchy energy, playful but not juvenile, frivolous or flippant. • Avoid insulting or blatantly calling out our competitors. Be subtle — wink - wink, not ooooh , burn! • Engage the reader emotionally while also communicating something material & meaningful about what’s special & bold and why Sam’s. • Write in second person. Talk directly to the reader using "you" not "they" or other third person pronouns. • Avoid hard - sell promotional copy. • Use active voice • Use puns sparingly (only if it's smart, not cheesy.) Caption examples for this cover image • Instagram worthy, budget friendly. # wegotyou # USDAprime • Prime steaks + savings = happiness. # nobrainer . • We’re sharing, but no one is forcing you to. # USDAprime • Invite all your food - snob friends. Bold Bestie Voice: Writing tips BRAND GUIDELINES