Do not Incorrect copy Stay away from trending topics.Cringe = deat h. 
 We aren’ t quirk y, irreverent, or random. Avoid engaging 
 wit h trending topics or subject matter t hat doesn’ t 
 have staying power, even ironically. Don’ t get sucked 
 into low hanging fruit KPIs like retweets or likes –
 it ’s a sugar high, not a way to build a brand. The quirked up checkout goated with the sauce. My boss says if this tweet gets 
 100k likes I can have a day off. 32 Introduction Strategy Logo Color Typography Ar t Direction Illustration Iconography Expressions Components Motion Contact Tone of Voice