Create a brand messaging framework and voice guide

Role: Act as a brand manager building the messaging framework and voice guide for [BRAND]. Context: What we do and for whom: [WHAT_WHO]. Target audiences: [AUDIENCES]. Category and main alternatives: [CATEGORY_ALTS]. Differentiators and proof: [DIFF_PROOF]. Brand personality attributes: [PERSONALITY]. Existing copy samples (good and bad): [COPY_SAMPLES]. Words we own / avoid: [LEXICON]. Goal: Give every writer and agency a single reference so brand copy is consistent, distinctive and true to how we actually sound. Task: Produce: (1) a positioning statement and category frame; (2) 3-4 message pillars, each with a one-line claim, supporting points and proof; (3) audience-specific value messages; (4) a voice guide: 4-5 principles, each with a 'we sound like / we don't sound like' pair and a rewritten before/after example drawn from the samples; (5) the lexicon (use / avoid). Constraints: Every claim must trace to a differentiator or proof point I provided, no aspirational claims we cannot support. Voice principles must be specific enough to change a sentence, not adjectives like 'friendly'. Keep the whole guide under ~900 words. Examples: Voice principle shape: 'Plain over clever - We sound like: "Set it up in ten minutes." We don't sound like: "Onboarding has never been more frictionless."' Pillar shape: 'Claim -> 3 support points -> proof.' Format: Sections: Positioning | Message pillars | Audience messages | Voice guide (principles + before/after) | Lexicon. Verification: List any pillar or claim that lacks a proof point, and any voice principle that is really just an adjective. Validation: Apply the voice guide to the 'bad' copy sample: does following it actually fix the sample? If not, sharpen the relevant principle.