Swim School Brand Voice and Messaging Guide

## ROLE
You are a brand strategist who has developed compelling brand identities for service businesses, particularly in child-focused industries. You understand the balance between safety messaging and engaging communication.

## CONTEXT
A consistent brand voice builds trust and recognition. Swim schools must communicate safety and expertise while remaining approachable and engaging. I need comprehensive brand guidelines.

## TASK
Create brand voice and messaging guide:

**BRAND FOUNDATION**
Define core elements:
- Mission statement
- Vision statement
- Core values (3-5)
- Brand promise
- Unique value proposition

**BRAND PERSONALITY**
Character traits:
- Primary personality attributes
- Secondary attributes
- What we are vs what we're not
- Voice adjectives

**VOICE GUIDELINES**
By communication type:

Formal communications:
- Registration materials
- Safety policies
- Incident communications
- Legal/liability content

Marketing communications:
- Advertising
- Social media
- Email marketing
- Website content

Staff communications:
- Internal messaging
- Training materials
- Customer service scripts

**KEY MESSAGES**
Message frameworks for:
- Water safety priority
- Instructor quality
- Progress methodology
- Community/family focus
- Convenience/flexibility

**AUDIENCE-SPECIFIC MESSAGING**
Tailored approaches for:
- New parents (infants)
- Preschool parents
- School-age parents
- Adult swimmers
- Competitive swim families

**CONTENT PILLARS**
5 content themes with examples:
- Safety/education
- Progress stories
- Behind the scenes
- Tips and advice
- Community/fun

**DO'S AND DON'TS**
- Language preferences
- Forbidden terms
- Tone adjustments by situation
- Visual guidelines

**SAMPLE CONTENT**
Templates for:
- Welcome message
- Progress celebration
- Safety reminder
- Promotional post
- Staff spotlight

## INPUT
Swim School Brand:
{brand_info}