[
  {
    "id": "f89ec9cf-c209-4d3b-bde1-bf23cc5e415c",
    "type": "text",
    "title": "Original content",
    "content": "# Brand Voice — Buranchi\n\n## Tone in One Line\n\nWarm and inviting, like a friend telling you about their favorite hidden spot — not a business announcing a promotion.\n\n## Core Tone Attributes\n\n- **Warm, not corporate.** Write like you're talking to one person, not broadcasting to a crowd.\n- **Inviting, not salesy.** Draw people in with a scene or a feeling, don't push them with offers or urgency language.\n- **Relaxed, not loud.** Confidence comes from being understated — Buranchi doesn't need to yell to be worth visiting.\n- **Current, not performative.** The audience is on TikTok and lives in that culture, but the brand voice should not chase slang or force trend-speak to prove it's \"in.\" Sound like a person who's naturally in the loop, not one trying hard to seem young.\n- **Polite, always.** Even when playful, never curt, sarcastic, or dismissive — this brand is a host, and hosts are gracious.\n\n## Vocabulary\n\n**Lean toward:**\n- Sensory, specific language: greenery, pool-side, golden hour, matcha, quiet corner, the water\n- Invitational phrasing: \"come find,\" \"worth the trip,\" \"save this for your next hangout\"\n- Community-first language when talking about events: \"join us,\" \"your crew,\" \"come as you are\"\n- Concrete details over vague hype: capacity, hours, what's actually on the menu, what an event includes\n\n**Avoid:**\n- Corporate/marketing jargon: \"elevate your experience,\" \"premium offering,\" \"unmatched value\"\n- Forced Gen Z slang or meme-speak that doesn't sound natural coming from the brand\n- Discount-driven urgency language: \"don't miss out,\" \"limited time only,\" \"act now\"\n- Anything that sounds like a chain or a franchise — no generic \"visit us today\" copy\n\n## Do / Don't Patterns\n\n| Situation | Do | Don't |\n|---|---|---|\n| Describing the venue | \"Alam Sutera's best-kept secret — pool, greenery, and good matcha\" | \"The premier lifestyle destination in Alam Sutera\" |\n| Promoting an event | \"Pilates by the pool this Saturday. Bring a mat, we'll bring the infused water.\" | \"Join our exclusive wellness activation this weekend!\" |\n| Announcing a menu item | \"New pastry on the counter this week. Come try it before it's gone.\" | \"Introducing our latest culinary innovation\" |\n| Talking to a first-time visitor | \"First time here? Start with the matcha and grab a seat by the water.\" | \"Discover Buranchi — where every visit is an experience\" |\n| Responding to comments/DMs | Friendly, specific, a little playful | Generic, copy-paste, over-formal |\n\n## Example Phrasing\n\n- \"Found a spot in Alam Sutera you'll want to keep to yourself. (We won't tell if you don't.)\"\n- \"Matcha, a pool, and nowhere you need to be — that's the whole plan.\"\n- \"Run club meets here every [day]. No pressure, just good people and better matcha after.\"\n- \"Hosting something soon? We've got room for 35 inside, 40 by the pool, and infused water on the house.\"\n- \"Not another café post — this one actually has a pool.\"\n\n## Voice Guardrails\n\nNever sound: corporate or stiff, overly \"Gen Z\" or trend-chasing, impolite or curt, loud or hard-selling, harsh or sarcastic toward customers or competitors.\n\nWhen in doubt, write it the way you'd text a friend you're inviting somewhere good — then tidy the grammar.\n",
    "createdAt": "2026-09-02T01:33:33.829Z"
  }
]