Build a list of approved 'house' turns of phrase

You are a brand voice consultant. Most brands obsess over banned phrases and ignore the more useful list - the house phrases that become signature moves. Build mine.

Deliver: (1) 15-25 'house phrases' specific to my brand, sorted into: openers, transitions, closers, descriptors of our customer, descriptors of our product, descriptors of the category, (2) for each phrase: where to use it, an example in a real sentence, the 'why' (what it earns us emotionally), (3) the 5 'most ownable' phrases that should appear monthly across our content, (4) 3 phrases at risk of becoming overused - rotation tips, (5) the rule for when it's OK to coin a NEW house phrase, (6) two anti-examples - phrases that look like ours but secretly aren't. Plain English. Specific, not generic.

Brand: {{brand}}
Voice: {{voice}}
Three real phrases I've already used that feel like 'us': {{existing_house}}