Expressive Brand Voice

A well-known brand posted their complete style guide online and they have two styles of voice: functional and expressive. Below is the description of their expressive voice with only one word removed. It is nearly impossible to distinguish this brand based on this description:

Expressive copy is where our brand personality unfurls with day-making thoughts. We use expressive moments on focal products to present a product truth in a fresh, relevant, interesting way. When we have the space, we tell a passionate story. But even with just a few words, our copy can make you smile—always taking into account where our audience is interacting with us—and making every word count.

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