Casual
Maximally informal, like talking to a friend. Close and trusting.
✓ What to do
• • Speak simply • Use informal 'you' • Be like a friend • Create comfort
✗ What to avoid
• • Don't lose boundaries • Avoid over-familiarity • Don't forget professionalism • Don't use in B2B
Example Phrases
"Hey! What's up? We got this cool thing 👋"
email
"Look: 50% off. Catch iiiit!"
social
"Listen, try this. Really awesome!"
ad
Application Contexts
10/10
social_media
Everyday banter
9/10
email
Buddy-tone emails
8/10
customer_service
Personal support
Brand Examples
Duolingo
EdTech
Дружеская сова
Headspace
Wellness
Приятельский тон
Notion
Tech
Неформальная коммуникация
In this database
- Entries with this archetype
- Everyman — 3 of 36
Archetypes
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