Voice and tone
How the product speaks: the words in every component.
The five answers
| Question | Answer | Why |
|---|---|---|
| Which kinds of copy does it need? | Labels, messages and headlines | Each brand has headlines on top of shared UI copy. |
| How many tones does it use? | One per brand | A shared core, with a tone per brand. |
| How is the voice defined? | A shared core, brand tone on top | Errors and confirmations are shared; brand tone sits on top. |
| How does it sound? | Plain and direct | The shared core is plain and direct. |
| Where do the words matter most? | Headlines and buttons | Brand tone shows in headlines and buttons. |
Tokens
Each token points to another token. Values live only on primitives, below.
Aster
| Token | Points to |
|---|---|
content.action.commit | |
content.action.cancel | |
content.action.destroy | |
content.action.retry | |
content.action.empty-action |
Birch
| Token | Points to |
|---|---|
content.action.commit | |
content.action.cancel | |
content.action.destroy | |
content.action.retry | |
content.action.empty-action |
Coral
| Token | Points to |
|---|---|
content.action.commit | |
content.action.cancel | |
content.action.destroy | |
content.action.retry | |
content.action.empty-action |
When to use what
| Situation | Use | Not | Why |
|---|---|---|---|
| A button label | A shared verb; the brand may choose the headline verb | Brand slang on account actions | Shared labels keep the account area the same in every brand. Example: “Get started” |
| The words of an error | Shared across brands: plain and specific | Brand tone in errors | Errors read the same in every brand, so support can help anyone. Example: “Your card was declined. Try another card or contact your bank.” |
| A success message | Brand tone allowed: Aster calm, Birch friendly, Coral upbeat | The same flat line in every brand | Success is a safe moment for brand tone. Example: “Aster: Your plan is active. · Birch: You're all set! · Coral: Let's go, your plan is live.” |
| An empty state | Shared structure, brand words | A different structure per brand | The structure is the shared core; words carry the brand. Example: “No orders yet. Your first order will appear here.” |
| A confirmation question | Shared across brands: plain and specific | Brand tone when something is lost | Loss is never the moment for personality. Example: “Cancel your plan? It stays active until the end of the month.” |
| A first visit | Brand tone in the first headline only | Brand tone in every line | One headline carries the brand; the rest stays shared. Example: “Birch: Hi! Let's set up your plan.” |