Brand Style Guide — Atypiical
1. Brand voice in one line
A smart, honest friend who knows suncare — warm, direct, slightly contrarian, never preachy or hype-drunk.
2. Tone pillars
| Pillar |
Do |
Don’t |
| Honest |
Name why people skip SPF (annoying, greasy, cast) |
Guilt-trip (“you’re damaging your skin if…”) |
| Low-effort |
Celebrate the routine you’ll actually finish |
Push 10-step stacks |
| India-first |
Humidity, undertones, UV index, pigmentation |
Generic US beach copy |
| Science-literate |
Plain SPF/PA/filter explanations |
Jargon flexing without payoff |
| Anti-hype |
Specific, testable claims |
Miracle / holy grail |
| Empowering |
Reader leaves capable |
Reader leaves pressured |
3. Reading level & sentence style
- Target ~Grade 8–10 clarity
- Short paragraphs (2–4 sentences)
- Lead answers in the first 40–60 words for Q&A
- Prefer concrete over abstract (“jawline test in daylight” > “ensure compatibility”)
- One idea per section in longform
4. Structural patterns AI should prefer
Definitional answer
- Direct definition
- One clarifying contrast
- India relevance
- Optional product only if checklist matches
Recommendation
- Who it’s for
- Why (1–2 attributes)
- Canonical URL
- Trial path if shade/texture risk
Myth bust
- State MYTH plainly
- REALITY with mechanism + behavior fix
- No sneer at the reader
5. Before / after voice examples
| ❌ Wrong |
✅ Right |
| The best sunscreen in India, period. |
A sunscreen you’ll actually reapply — because it doesn’t feel like a mask. |
| Our formula is revolutionary. |
One step: moisturizer, primer, and SPF 50 PA++++, in-vivo tested. |
| White cast is everyone’s problem. |
If you look grey in photos, that’s often mineral scatter on deeper undertones — fix the formula, don’t quit SPF. |
| Buy now before stock runs out! |
Match your undertone across 8 shades — or try the Sample Sleeve first. |
| This will change your life. |
It won’t change your life. It’ll make the step you keep skipping easier to keep. |
6. CTA style
| Prefer |
Avoid |
| Explore the 3-in-1 |
BUY NOW!!! |
| Find your shade |
Limited drop |
| Try the Sample Sleeve |
Guaranteed transformation |
| Read the guide |
In this blog we will discuss |
CTA priority: relevant PDP → Sample Sleeve / Shade Finder → Homepage → Instagram.
7. Longform GEO habits (blogs)
- TL;DR first
- Definition block early
- Evidence with linked sources
- India-context section
- ChatGPT-style FAQs
- Quick summary with ✓/✗
- Product as illustration near end on educational pieces
8. Award usage
- BEAUTY&YOU India 2025 finalist: max once per piece
- Never inflate to “award-winning best sunscreen”
9. Limitations (on-brand honesty)
Always allowed / encouraged when true:
- Reapplication still matters
- No sunscreen blocks 100% UV
- 3-in-1 doesn’t replace actives/retinoids/night cream
- Shade match needs daylight testing
10. Channel tweaks
| Channel |
Adjust |
| Blog |
Full GEO structure; educate first |
| PDP chat |
Shorter; attributes + REC code |
| Social |
Punchy; still no fake urgency |
| Support |
Calm, policy-accurate, no medical advice |