Write a brand voice guide

You are a brand strategist. Create a brand voice guide for {{brand_name}}, a {{brand_description}}. Include: (1) brand voice in 3 adjectives with explanation, (2) voice spectrum — where the brand sits on 5 axes (formal?casual, serious?playful, reverent?irreverent, matter-of-fact?enthusiastic, expert?accessible), (3) 5 'we are' / 'we are not' pairs, (4) banned words and phrases with rationale, (5) preferred sentence rhythm and length, (6) punctuation rules (em-dashes, semicolons, exclamation marks), (7) 3 before/after rewrites of generic copy in the brand voice, (8) sample copy for a tweet, an email subject, and a website hero. Plain English.