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A brand is the idea people form of a company: not just the logo, but how it speaks, what it believes in and how it behaves. A brand manager writes the rules that keep everything consistent, so that a post, an email or a reply to a customer seem written by the same person.
It's the way the brand speaks: formal or friendly, calm or shouted, technical or simple. It comes from the brand's personality and is used everywhere, from the website to comments.
For exampleA kind, passionate neighbourhood bookshop writes "We recommend a mystery for tonight's rain", not "MEGA BOOK DEAL!!!".
They're the things the brand believes in. They only count if the facts prove them: saying "sustainable" without being so is misleading. Generic words like "excellence" or "passion" are used by everyone and set nobody apart.
For exampleThe bookshop that runs free readings for children can say it believes in culture for everyone: there's a fact that proves it.
Colours, typefaces and logo have precise rules. An important one is contrast: text must stand out clearly from the background, otherwise many people can't read it (accessibility guidelines ask for at least 4.5 to 1 for normal text).
For exampleLight grey text on a white background is elegant but hard to read; almost-black text on white is always readable.
Tone shows most when something goes wrong. A good reply acknowledges the problem, genuinely apologises and offers a solution, without shifting the blame and without joking about an inconvenience.
For exampleA book arrives damaged: "We're sorry, we'll send you a new copy today" works; "It must be the courier's fault" doesn't.
Reread the personality on the card (kind, clear, expert, never pushy). For each sentence ask yourself: would a person like that say it? Shouting, rushing people, exaggerating or boasting are signs of an off-tone sentence.
For exampleFor the friendly bookshop: "Come by for a chat about books" is on brand; "TODAY ONLY OR NEVER AGAIN!" rushes people and is off tone.
For each sentence choose whether it fits the brand's personality.
Why it matters. A consistent tone of voice makes the brand recognisable everywhere. False urgency or exaggeration loses trust, and some aggressive practices are banned by consumer protection law.
A good value comes from the mission and can be proven with a fact from the card. Discard the groups about something else (speed, technology) and the ones too generic, which would suit any company.
For example"Quality, passion, excellence" could be said by a garage or a bank: it says nothing specific.
Which group of values best describes Five Leaf, looking at the card?
Why it matters. A brand's values must be true and provable. Claiming to be "green" without proof is greenwashing, and EU Directive 2024/825 bans generic environmental claims without proof.
For each rule think about the reader: the text on the button must be easy to read (high contrast), the website text mustn't be too small, the logo must stay recognisable, so never distorted and never on a busy background.
For exampleA yellow button with white text has little contrast; with dark text it's much easier to read.
Choose the right rules for the brand guidelines.
Why it matters. A consistent brand is also accessible: the WCAG guidelines ask for a contrast of at least 4.5:1 for normal text. Since 2025, with the European Accessibility Act, many online shops in the EU must be accessible.
A good public reply does three things: it admits what went wrong, apologises plainly and moves the conversation to private messages to solve it. Avoid replies that shift the blame, ones that joke and cold form-letter ones.
For example"Hi Marco, you're right, we're sorry. We'll message you privately to sort it out straight away" is warm and concrete; "Your request has been forwarded" sounds like a robot.
Under a post a customer writes: "The parcel arrived 3 days late, I'm never ordering again!". Which reply do you publish?
Why it matters. Replies to comments are public: everyone reads them. A kind, concrete reply can turn criticism into trust.
Marta has written to you: Our tone of voice. You'll solve it in 4 parts, in about 20 minutes.
Here you'll find the request and a card with the numbers. Use them to answer: that's where the right answers are.
The parts one below the other. You don't need to write anything: choose in the tables, among the proposals and in the menus. Watch out for traps!
Checks turn green when something is right, and I tell you what to fix. Each hint you open costs 5 points.
Your work stays saved in this browser. At the end click Submit and compare to see your points and the solution.