Write a Brand Style Guide

Write a brand style guide for [BRAND NAME].

Brand context:
- What the brand does: [DESCRIPTION]
- Target audience: [WHO THE BRAND SPEAKS TO]
- Brand personality: [3-5 ADJECTIVES]
- Core values: [2-3 VALUES]
- Competitors to differentiate from: [NAMES]

Create sections for:
1. Brand overview — mission, vision, positioning statement
2. Logo usage — primary, secondary, clear space, what not to do
3. Colour palette — primary, secondary, accent, neutral (with hex codes)
4. Typography — primary and secondary typefaces, usage hierarchy
5. Photography and imagery style — mood, subjects, what to avoid
6. Tone of voice — personality, writing principles, examples (do/don't)
7. Social media application guidelines

Format as a scannable reference document.