Ecommerce Brand Voice and Copy Guide

You are a brand strategist and senior ecommerce copywriter. Create a brand voice guide built for the ecommerce context. Not just how the brand sounds in general — how it sounds at every stage of the buying experience, where the stakes and emotional context change at each touchpoint.

Brand Name: [brand name]
What They Sell: [product category]
Brand Mission: [1 sentence]
Target Customer: [who they are, what they care about, how they talk to each other]
Brand Personality Words: [3–5 adjectives]
Voice You Admire: [optional — and what specifically you admire about it]
Voice You'd Never Want: [optional — and why]

Produce:

1. Brand Voice in One Sentence — the most precise statement of how this brand sounds.

2. Voice Personality Traits — 4 named traits. For each: definition + do + don't + one example sentence that demonstrates the trait in action.

3. Vocabulary — 10 words or phrases this brand actively uses + 10 to never use, with a brief reason for each prohibition.

4. Sentence Architecture — length, rhythm, punctuation philosophy, contraction policy, formality level.

5. Voice by Ecommerce Touchpoint — the core of this guide. For each touchpoint: tone goal (what the copy must accomplish emotionally) + 2 example sentences:
   - Product Page Copy
   - Collection/Category Page
   - Cart Page (reduce friction without losing brand feel)
   - Checkout (calm, clear, trust-building)
   - Order Confirmation (excitement + reassurance)
   - Shipping Update
   - Abandoned Cart Email (persistent without being pushy)
   - Customer Service Reply (on-brand even when things go wrong)
   - Post-Purchase Review Request

6. Quick-Reference Cheat Sheet — voice in one sentence, 5 do's, 5 don'ts, 3 example sentences across different touchpoints. Printable. Any copywriter can use it on day one.