Expression tokens

Shared expression-token properties plus verbal, visual, and audio identity properties.

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Sections

Section	Properties	Purpose
Brand expression properties	2	Shared properties for expression tokens and associated assets.
Verbal identity properties	12	Tone, voice, vocabulary, messaging, prompt, and writing-style properties.
Visual identity properties	9	Logo, colour, typography, imagery, motion, and visual-governance properties.
Audio identity properties	7	Voice, sonic logo, audio cue, pronunciation, and audio-guidance properties.

Properties

Brand expression properties

Shared properties for expression tokens and associated assets.

Property	Description	Values	Used on
brando:assetPreview	Preview-friendly URL or data reference for displaying this token's associated asset.	URL List of URL values	brando:BrandExpressionToken
brando:assetURL	Canonical source URL for an asset associated with this expression token (e.g. avatar, badge, waveform).	URL List of URL values	brando:BrandExpressionToken

Verbal identity properties

Tone, voice, vocabulary, messaging, prompt, and writing-style properties.

Property	Description	Values	Used on
brando:approvedTerms	Words and phrases that are encouraged in this verbal token.	Text List of Text values	brando:VerbalToken
brando:dialogueStyle	Guidance on conversational patterns, pacing, and pronoun usage.	Text List of Text values	brando:VerbalToken
brando:keyMessages	Core value propositions and ideas that should recur across outputs.	Text List of Text values	brando:VerbalToken
brando:mustDo	Required behaviours and inclusions this verbal token must follow.	Text List of Text values	brando:VerbalToken
brando:mustNotDo	Behaviours and constructions this verbal token must never produce.	Text List of Text values	brando:VerbalToken
brando:namingConvention	Rules for how products, features, dates, and other entities are named and formatted.	Text List of Text values	brando:VerbalToken
brando:personaCard	Humanised brand-as-a-person description used to guide tone and behaviour.	Text List of Text values	brando:VerbalToken
brando:prohibitedTerms	Words and phrases that must not be used in this verbal token.	Text List of Text values	brando:VerbalToken
brando:promptScaffold	Reusable instruction block or template for priming language models.	Text List of Text values	brando:VerbalToken
brando:tagline	Primary tagline plus any sanctioned variants for this verbal token.	Text List of Text values	brando:VerbalToken
brando:toneOfVoice	Emotional texture and attitude of the brand's voice in this token.	Text List of Text values	brando:VerbalToken
brando:writingStyle	Preferences for grammar, sentence structure, and clarity.	Text List of Text values	brando:VerbalToken

Visual identity properties

Logo, colour, typography, imagery, motion, and visual-governance properties.

Property	Description	Values	Used on
brando:brandName	Display name of the brand as it should appear in visual treatments.	Text List of Text values	brando:VisualToken
brando:colourPalette	Structured description of the brand's colour system, including roles and values.	Text List of Text values	brando:VisualToken
brando:imageryStyles	Guidance on photography, illustration, and composition style.	Text List of Text values	brando:VisualToken
brando:logo	Canonical reference URL to the primary logo asset or logo set.	URL List of URL values	brando:VisualToken
brando:motionRules	Principles for animation, transitions, and micro-interactions.	Text List of Text values	brando:VisualToken
brando:typography	Typographic system including font families, weights, sizes, and hierarchy.	Text List of Text values	brando:VisualToken
brando:visualToken	Core design tokens such as spacing, radius, and elevation.	Text List of Text values	brando:VisualToken
brando:visualReferenceLink	URL pointing to full visual identity guidelines or design system documentation.	URL List of URL values	brando:VisualToken
brando:visualUsageGuidelines	Do's and don'ts for applying logos, colours, typography, and imagery.	Text List of Text values	brando:VisualToken

Audio identity properties

Voice, sonic logo, audio cue, pronunciation, and audio-guidance properties.

Property	Description	Values	Used on
brando:audioCue	Definitions of short sound cues used as confirmations, alerts, or transitions.	Text List of Text values	brando:AudioToken
brando:audioLogo	URI pointing to the brand's sonic logo or audio mark.	URL List of URL values	brando:AudioToken
brando:audioReferenceLink	URL pointing to canonical audio repositories or style guides.	URL List of URL values	brando:AudioToken
brando:audioUsageGuidelines	Do's and don'ts for when and how branded audio should be used.	Text List of Text values	brando:AudioToken
brando:pronunciationGuide	Standardised pronunciation notes (e.g. IPA or phonetic spelling) for brand names and key terms.	Text List of Text values	brando:AudioToken
brando:speechStyle	Guidance on rhythm, pacing, pausing, and expressiveness for spoken output.	Text List of Text values	brando:AudioToken
brando:voiceSignature	Description of the desired voice profile for TTS or voice agents.	Text List of Text values	brando:AudioToken