Hey all, bit late but this was good fun, cheers! See LM copy below, PDF for the branded doc. -- Ruff Cuts Brand Voice & Communications Guide — v1.0 Single clean PDF, ready for direct client handoff. What's in it: - Professional, warm, trustworthy voice with strict “no cutesy” guardrails and clear adult-to-adult language rules - Platform-specific templates (Instagram 1–2 line static, Facebook storytelling, Nextdoor neighbourly) with ready-to-use examples - Full Social Media Copywriting Guidelines, including the often-missing Testing & Optimisation section (point 6) as a core operating principle - Three practical scenario baselines (anxious toy dogs, big/scary mastiffs, “really smelly beagles”) showing how the voice performs across Instagram, Facebook, and Nextdoor - Curated sample copy that demonstrates the system working in real situations - Built for a small, high-touch service business — emphasises vet-tech expertise, low-stress handling, and minimal disruption rather than generic “we love dogs” messaging Clean, client-ready, and immediately usable by Dana or any writer/support person. No repo bloat — just the final guide. --