The Anteros (US)

Do’s and Don’ts

Do’s

• Speak with clarity, precision, and confidence.
• Keep the tone warm, personal, and approachable.
• Focus on quality, craftsmanship, and timeless design.
• Use minimal, refined language to reflect the brand’s aesthetic.
• Create a sense of exclusivity without alienation.
• Keep the tone elevated yet accessible, focusing on simplicity.
• Speak with authenticity and transparency about the brand’s ethos.

Don’ts

• Avoid overly complex or ornate language.
• Don’t use overly trend driven language or industry jargon.
• Don’t use excessive adjectives or embellishments.
• Avoid aggressive or boastful tones; confidence should be subtle.
• Do not use fleeting or overly trendy language.
• Avoid making bold, unsubstantiated claims—let the product speak for itself.
• Avoid being overly formal or stuffy; the voice should remain approachable and relaxed.
• Don’t boast or use sales driven language