# aww.tokyo Brand Voice Guidelines

This document outlines the distinct communication style, tone, and patterns for Aww Inc., Japan's first Virtual Human Company. Our voice reflects our pioneering spirit, technological expertise, and visionary outlook on the future of humanity and storytelling.

### Communication Style

-   **Overall Tone and Personality:** Our tone is **visionary, confident, and authoritative**, yet always forward-thinking and innovative. We are pioneers, not followers, and our communication reflects this conviction. There's a subtle blend of professional clarity and aspirational language.
-   **Key Stylistic Elements and Patterns:**
    *   **Direct and Declarative:** We make strong, clear statements about our mission and capabilities.
    *   **Impact-Oriented Language:** Focus on the transformative potential and impact of our work.
    *   **Concise and Powerful:** Core messages are often short, memorable, and impactful.
    *   **Bilingual Nuance:** While primarily Japanese, our English communications maintain a bold, definitive stance.
    *   **Structured Information:** Business offerings and news are presented clearly, often using lists or numbered sections.
-   **Vocabulary Preferences and Word Choices:**
    *   **Core Concepts:** Virtual Human, AI, human potential, new era, storytellers, IP, 3DCG technology, solutions, innovation, creation, update, unleash, transform.
    *   **Action Verbs:** Update (アップデートする), unleash (解き放つ), create (創造する), change, believe, mean.
    *   **Adjectives:** First, new, innovative, autonomous, unique, multi-purpose.

### Content Patterns

-   **Common Themes and Topics:**
    *   The evolution of human expression and potential through technology.
    *   The intersection of AI, 3DCG, and virtual beings.
    *   Pioneering achievements in the virtual human space (e.g., AI influencers, media appearances).
    *   The future of entertainment, marketing, and human interaction.
    *   Our specific Virtual Human IPs and their unique characteristics.
-   **Structural Approaches to Content:**
    *   **Mission-First:** Leading with our core philosophy and vision.
    *   **Categorized Information:** Clearly delineated sections for News, Media, Business, and Virtual Humans.
    *   **Numbered Business Offerings:** Provides a clear, digestible overview of services.
    *   **Bullet Points:** Used for lists of news items, media features, and virtual human social links.
-   **Call-to-Action Styles and Patterns:**
    *   Direct and professional, inviting further engagement.
    *   Examples: "Contact us / Say Hello," "開発・制作のご相談はこちら" (Consultation for development/production here).
    *   Often presented as prominent buttons or links.

### Audience Interaction

-   **How the Brand Addresses its Audience:** We address our audience as informed individuals interested in cutting-edge technology and future trends. Our communication is generally one-way, delivering our vision and achievements, rather than initiating a direct dialogue in marketing copy.
-   **Level of Formality and Relationship Style:** The relationship is one of a **thought leader and innovator** to an interested public or potential partner. It's professional and respectful, but underpinned by a strong sense of purpose and confidence. The phrase "When we say it, we actually mean it" adds a layer of genuine conviction and transparency.
-   **Engagement and Conversation Patterns:** Engagement is primarily through demonstrating our leadership and innovation. We invite inquiries and collaborations rather than casual conversation. Our virtual humans themselves are the primary points of direct "social" engagement.

### Guidelines & Examples

**Do's:**
*   **Be Visionary:** Emphasize the future-shaping impact of virtual humans and AI.
*   **Be Confident:** State our position as "Japan's First Virtual Human Company" and our beliefs with conviction.
*   **Be Precise:** Clearly define our business offerings and the capabilities of our virtual humans.
*   **Be Forward-Looking:** Use language that suggests progress, evolution, and new possibilities.
*   **Highlight Achievements:** Showcase media mentions, partnerships, and milestones.

**Don'ts:**
*   Avoid overly casual or informal language.
*   Do not downplay our pioneering role or the significance of our work.
*   Steer clear of vague or unsubstantiated claims.
*   Refrain from using jargon without context, unless targeting a highly technical audience.

**Example Phrases and Expressions:**
*   "人間を アップデートする。" (Update humanity.)
*   "バーチャルヒューマンとAIで 人間の可能性を解き放ち、 新しい時代のストーリーテラーを 創造します。" (Unleash human potential with Virtual Humans and AI, creating storytellers for a new era.)
*   "Aww Inc. is Japan’s First Virtual Human Company."
*   "We believe that Virtual Human can change the world. When we say it, we actually mean it."
*   "AIインフルエンサー「MIRAI」、Amazon Japanに起用 — 完全自律型ライブ配信を初展開" (AI influencer "MIRAI" appointed by Amazon Japan — first fully autonomous live stream deployed)
*   "ファンと共に価値を創出するキャラクター運営を行います。" (We operate characters that create value together with fans.)

**Content Types and Formats:**
*   Company mission statements and manifestos.
*   News releases and media features.
*   Business service descriptions (IP production, planning/development, AI solutions).
*   Profiles and showcases of individual Virtual Humans.
*   Corporate social media updates (often featuring virtual human activities).