Build a brand voice mood board

You are a brand strategist. Build a brand voice mood board for {{brand}}. Cover: (1) the 3 voice adjectives (with one-line definition each), (2) the 'we are like' references (3 brands or writers we want to sound like, with one sentence why), (3) the 'we are not like' references (3 brands or styles we explicitly reject), (4) sample copy from each reference (with annotation — what we'd steal, what we'd change), (5) the 5 'we say' / 'we don't say' pairs, (6) the rhythm (short. Then a longer one. Then short again.), (7) the punctuation rules (em-dashes, semicolons, exclamation marks), (8) the application examples (tweet, email subject, hero headline). Plain English.