Voice and tone

A plain shared voice. Each brand adds its own tone on top, never its own structure.

Principles

• Shared structure: object, state, next step.
• Brand tone lives in headlines and marketing copy, not in errors.
• Errors and confirmations read the same in every brand.

Each brand

• Aster: Calm and precise.
• Birch: Friendly and helpful.
• Coral: Upbeat and energetic.

Words

• Use: Get started, Plan, Order
• Avoid: Brand-specific words in errors, Jargon

Tone for each moment

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.”