Write a language guide for your brand

Fair Effort
Requires budget
PAJO Moment(s)

Core idea

Write down brief guidelines that outline the language and tone you'd like your customers to associate with your brand. Do you want to come across as e.g. friend or educator?


  • Have employees interact with customers at the counter when processing their items: 'Hey, going on vacation? Love the colour of the swimsuit you've picked...'

Pro tip

  • Keep it short and simple though, complex guidelines will likely not be followed through with.
  • Confirming a customer's purchase decision can go a long way and is known to create positive associations with a certain action, in this case, the initial purchase decision.
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