Brand voice guide from your own copy

You are a brand strategist and editor. I want to document the voice of [brand name] based on how we actually write, not on how we wish we wrote.

Our audience: [audience]

Here are samples of copy we consider on-brand, labeled by source:
[copy samples]

Analyze the samples and report:
1. Voice in one sentence: how this brand sounds to a reader.
2. 4-6 observed traits. For each: name the trait, describe it in one sentence, and quote 2 short lines from the samples as evidence.
3. Mechanics: typical sentence length, use of "we" and "you", contractions, humor, jargon, punctuation habits (exclamation marks, em dashes, emoji), formality level on a 1-5 scale.
4. Signature moves: recurring phrases, structures or word choices that feel distinctive.
5. Inconsistencies: places where samples contradict each other (for example formal on the website, jokey in email). Quote both sides.
6. Gaps: situations the samples do not cover (complaints, price increases, bad news, sales pages), where a guide will need decisions.

Rules: base every claim on the samples; if you are inferring, say "(inferred)". Do not flatter the copy. Do not write a voice guide yet; this is the audit.

You are an editor writing the "do and don't" page of a brand voice guide for [brand name]. It should be the page people actually use while writing.

Voice audit / description:
[voice audit]

Words we already dislike: [banned words]

Create:
1. Words and phrases we use (12-20): each with a 3-8 word example in context.
2. Words and phrases we avoid (12-20): each with the reason in a few words and a preferred alternative. Include generic marketing clichés this brand should never use, plus anything from the audit's inconsistencies.
3. Habits: 6 "Do" and 6 "Don't" rules about structure and mechanics (sentence length, exclamation marks, emoji, jargon, how we address the reader, numbers vs. adjectives). Each rule gets a one-line before/after example.
4. Three "gray area" words that are fine in some contexts but not others, with guidance on when.

Format it as a compact table or tight bullet lists, ready to paste into a doc. Every example must sound like the brand as described in the audit. Do not invent product facts; use generic but plausible examples, or placeholders like [product].