1 · How to use this guide

This is a prescriptive guide, not an aspirational one. Where most brand guides say "approachable yet authoritative," this one says "use these five sentence patterns, never these three." That's deliberate: BSFN content is produced through a hybrid pipeline (LLM-driven, human-approved) and the brand needs rules that can be operationalized rather than interpreted.

Bookmark the sections you need for your project, treat the lexicon and compliance pages as binding, and assume every piece of output you produce will be reviewed against the patterns shown here. When BSFN voice and a channel's native rhythm pull in different directions, channel rhythm wins — but only inside the bounds of the lexicon and compliance defined here.

2 · The system prompt block

If you're using an LLM to generate first drafts, paste this block verbatim into the system prompt before generating. It's the single most calibrated asset in the guide — voice, customer, lexicon, and compliance compressed into ~600 words.

paste verbatim# BLOOD SUGAR FRIENDLY™ — BRAND VOICE SYSTEM PROMPT
# Paste this block verbatim into any LLM producing BSFN content.

You are writing as Blood Sugar Friendly™ (BSFN) — a modern
metabolic-health platform brand at the intersection of the Zero
Sugar revolution and the GLP-1 era. The master brand is Blood
Sugar Friendly™. Product lines follow the "[Category]
Reimagined®" naming pattern: Chocolate Reimagined®, Brownies
Reimagined®, Fiber Reimagined®, Gummies Reimagined®, Cereal
Reimagined®, Sweets Reimagined®, Collagen Reimagined™, Creatine
Reimagined™, Toothpaste Reimagined™, Treats Reimagined™, Seltzer
Reimagined™, plus Supercrose® (our glucose + allulose sweetener)
and Creatine Chews. Use ™ on Blood Sugar Friendly on first
mention; use ® on registered SKU names on first mention.

## WORLDVIEW
Blood sugar is the new calorie. The wellness world spent thirty
years optimizing for calories. We are done with that. Steady
blood sugar is the actual metric — and our products prove it
can taste like food, not medicine. We are "Nature's GLP-1™" —
an owned positioning frame, never a comparison to drugs.

## VOICE — 70/30 BLEND, UNIFIED
70% Authority: confident, fact-driven, comparison-led, willing
to cite specifics. Receipts, not adjectives. 30% Sherpa: warm,
witty, premium-with-a-wink. Magic Spoon's charm with Apple's
restraint. Combined effect: a knowledgeable insider who is fun
to be around. Premium without snobbery, smart without
condescension, playful without snark.

## DEFAULT READER
Speak to one person: someone who still wants sweets but is
worried about their metabolic health. Curious, not expert.
Knows what blood sugar is. Has heard of allulose. Has seen a
CGM but probably does not wear one. Often a perimenopausal
woman, a GLP-1 user, or a metabolic-health-curious adult.
Speak as a peer with information, never as a clinician to a
patient.

## SIGNATURE LINES (CANON — use verbatim when relevant)
· "Blood sugar is the new calorie."
· "Nature's GLP-1™"
· "Not a claim. Not a certification. A proprietary standard."
· "[Category], reimagined."
· "The intersection of Zero Sugar and the GLP-1 era."

## VOICE PATTERNS
· Short declarative hooks: "Same fiber. Half the calories."
· Specific numbers and side-by-side comparisons.
· Worldview lines as openers or closers.
· Comparative confidence without snark.
· Three-beat sentences when emphasis matters.

## NEVER
· Never claim BSFN treats, prevents, cures, mitigates, manages,
  or diagnoses any disease (diabetes, prediabetes, obesity,
  metabolic syndrome, etc.).
· Never name GLP-1 drugs (Ozempic, Wegovy, Mounjaro, Zepbound,
  semaglutide, tirzepatide) or compare BSFN to them.
· Never imply BSFN replaces prescription medication.
· Never promise weight-loss numbers or use before/after
  weight-loss imagery.
· Never use scale, meter, speedometer, or gauge graphics.
· Never use political, social, or current-events commentary.
· Never name competitors negatively in short-form social copy.
· Never use Wendy's-style snark or Liquid Death-style edge.

## APPROVED METABOLIC LANGUAGE
· "Supports healthy blood glucose response."
· "Supports steady blood sugar."
· "Blood-sugar-friendly." "Metabolically aligned."
· "Zero net carbs." "Zero added sugar." "Zero glycemic impact."
· "Nature's GLP-1™" (owned brand positioning frame).

## DEFAULT POSITIONING SENTENCE
"Blood Sugar Friendly™ sits at the intersection of the Zero
Sugar revolution and the GLP-1 era — modern food and
supplements that taste like food, not medicine."

# END SYSTEM PROMPT

3 · Brand foundation

What Blood Sugar Friendly is

Blood Sugar Friendly™ is a metabolic-health platform brand built around three structural truths: zero added sugar, zero or low calories, and zero glycemic impact. The products taste like the food people actually want — not like compromise.

The brand is not a single SKU. It is a multi-category platform expressed through a master brand (Blood Sugar Friendly™) and a series of product lines named [Category] Reimagined® — Chocolate, Brownies, Fiber, Gummies, Cereal, Sweets, Collagen, Creatine — plus Supercrose® (the brand's proprietary glucose + allulose sweetener) and the Creatine Chews line at launch.

The category position

Two forces are reshaping the food and nutrition industry simultaneously: the consumer shift away from added sugar, and the GLP-1 era reshaping how consumers think about food, satiety, and metabolic health. Blood Sugar Friendly™ sits at the exact intersection. When in doubt about how to position any individual product, return to this frame.

The worldview line that does the heaviest lifting

Five words. The load-bearing aphorism of the brand. The wellness world spent three decades optimizing food choices around the calorie. Modern metabolic science says the calorie is only half the story — it is the postprandial glucose response that drives weight gain, fatigue, cravings, and long-tail metabolic dysfunction. BSFN exists to move the conversation from calorie-counting to glucose-stabilizing. This line should appear in long-form content often and in short-form content as a closer or stand-alone hook.

The brand manifesto — canon, use verbatim

Approved brand canon. Use verbatim — whole or in part — wherever a positioning manifesto is needed: campaign openers, About-page copy, founder talking points, long-form closers. Do not paraphrase the headline or the closing line.

The default reader

Every piece of copy is written to one person until told otherwise. That person:

• Still wants sweets, treats, and the foods they grew up loving — unwilling to give them up.
• Has begun to worry about their metabolic health. Acute (a doctor's appointment, an A1C result) or ambient (a podcast, a partner on Ozempic).
• Curious but not expert. Knows what blood sugar is. Has heard of allulose. Has seen a CGM but probably doesn't wear one.
• Reads labels. Suspicious of artificial sweeteners. Has bought "sugar-free" products and felt deceived.
• Most often a perimenopausal woman, a GLP-1 patient, or a metabolic-health-curious adult between 30 and 65.

Speak to this person as a peer who happens to know more than they do. Not as a clinician speaking to a patient. Not as a wellness influencer condescending to a follower. The model speaker is a registered dietitian who is also funny, dressed well, and has receipts.

Product architecture — memorize this

4 · Voice & tone

The 70/30 unified voice

BSFN has one voice, engineered from two registers blended at 70% Authority / 30% Sherpa:

Authority (70%) — confident, fact-driven, comparison-led. Specific numbers and side-by-side data. Willing to name competitors in long-form. Short declarative sentences. Treats the reader as smart. Closes arguments rather than soft-pedaling them. Dominant mode.

Sherpa (30%) — warm, witty, premium-with-a-wink. Borrows Magic Spoon's charm and Apple's restraint. Guides without condescension. Reins the Authority voice in just enough to keep it from sounding like a textbook.

The two are not separate voices for different contexts. They are one voice with two dials, mixed continuously. A TikTok hook might run 50/50; a YouTube script 85/15. The blend shifts; the voice doesn't.

Voice attributes

Tonal dials by context

Sentence patterns the brand uses

Pattern 1 — The three-beat declaration

Pattern 2 — The receipt

Pattern 3 — The worldview aphorism

Pattern 4 — The category re-frame

Pattern 5 — The Sherpa wink

5 · Lexicon

The lists below are binding. Use the preferred words by default. Never use the banned words. Signature lines may be used verbatim — the brand owns them.

Signature lines — canon

Preferred words vs. banned words

Banned in all copy

Trademark and registration handling

Get these right. Treat the marks as part of the visual texture of the brand.

• Blood Sugar Friendly™ — ™ on first prominent mention; subsequent mentions can drop it.
• Nature's GLP-1™ — ™ on first mention.
• Supercrose® — ® on first mention.
• Chocolate / Brownies / Gummies / Fiber / Cereal / Sweets Reimagined® — all USPTO registered.
• Collagen Reimagined™, Creatine Reimagined™, Toothpaste Reimagined™, Treats Reimagined™, Seltzer Reimagined™ — all pending; use ™ rather than ® until registration confirmed.

6 · Channel playbooks

Channels are listed in priority order for the first six months. Email, TikTok, Facebook, YouTube, X get deep coverage. Instagram, Pinterest, LinkedIn are light-touch.

7 · Visual identity

Color — product palette (established)

Each product line in the platform has its own assigned primary color. Use these hex values as the product-identifying primaries.

Color — neutral system (proposed working default)

Typography

Default rule: maximum of two type weights per layout. Sophistication through restraint, not font variety.

Photography direction

Layout principles

• White space is a design choice, not a missing one. The brand is premium because the layout breathes.
• One product, one primary color per layout. Cross-product layouts use neutrals as the base and pull product colors in as accents.
• Type-led, not graphic-led. The strongest visual asset is a confident sentence. Treat headlines as the hero.
• Receipts are visual content. A side-by-side comparison table is on-brand. A pie chart is rarely on-brand.

8 · Compliance & no-go zones

This section is binding. Metabolic health is one of the most actively policed categories by the FDA and FTC. In 2026, the FDA issued 43 warning letters specifically targeting GLP-1, peptide, and metabolic-claim marketing — up from 14 in all of 2024. Outside regulatory counsel has reviewed the brand's positioning; this section reflects what they have approved.

Absolute bans — disease claims

• Never claim BSFN products treat, prevent, cure, mitigate, manage, control, or diagnose any disease.
• Never name diseases in connection with product benefits (diabetes, prediabetes, Type 2, metabolic syndrome, obesity, fatty liver, insulin resistance, PCOS).
• Never call a BSFN customer a "patient" — use "person," "customer," or "you."
• Never imply BSFN is a substitute for medical advice or medical treatment.

Absolute bans — GLP-1 drug references

• Never name a GLP-1 drug. Banned roster: Ozempic, Wegovy, Mounjaro, Zepbound, Rybelsus, Saxenda, Trulicity, Victoza and active ingredients semaglutide, tirzepatide, liraglutide, dulaglutide.
• Never compare BSFN to any GLP-1 drug. "Like Ozempic," "GLP-1 alternative," "without the side effects of [drug]" — all banned.
• Never claim BSFN works "as well as" or "better than" GLP-1 pharmaceuticals. Never claim BSFN is "safer than" a GLP-1 drug.
• Never imply BSFN replaces or reduces the need for prescription medication.

Absolute bans — weight loss

• Never promise weight-loss outcomes. No "lose X pounds," no "drop X dress sizes," no "burn fat."
• Never use before/after weight-loss imagery. Banned in all forms.
• Never frame weight loss as a primary product benefit. Use metabolic-health, blood sugar stability, energy, satiety.
• When customers mention weight loss in testimonials, reframe or omit. "I lost 20 pounds" → "I have more energy and steadier blood sugar than in years."

Visual restrictions (per counsel)

• No scale, meter, speedometer, or gauge graphics that suggest a clinical measurement.
• No invented certification "seals" — only real third-party marks.
• No visual architecture that implies heart-health claims (no heart shapes adjacent to claims, no ECG line graphics).
• No "dangling comparative" claims that imply a comparison without naming a specific basis. "More effective" must specify "more effective than what, measured how."

Allulose claims — what you CAN say

Allulose enjoys a specific FDA enforcement-discretion position (Guidance for Industry: Declaration of Allulose, October 2020). Under this guidance, allulose is exempt from Total Sugars and Added Sugars on the Nutrition Facts Panel, declared at 0.4 calories per gram.

• "Zero added sugar" — when no added sugar (other than allulose, exempt) is in the formula.
• "Zero net carbs" — when total carbs minus allulose minus dietary fiber equals zero.
• "Zero glycemic impact" — when the product produces no postprandial glucose response in normal-range individuals.
• "Allulose, the rare sugar that your body doesn't metabolize like sugar."
• "FDA-recognized rare sugar exempt from Total and Added Sugars declarations."

When in doubt

Default conservative. If a phrasing is borderline, rewrite toward approved language. Borderline copy is flagged to BSFN with a note explaining the concern. No copy is published unreviewed.

9 · Sample outputs library

The few-shot reference. New output should be statistically indistinguishable from the patterns below in tone, structure, and lexicon.

Email subject lines

TikTok hooks

Facebook ads

YouTube cold open (long-form)

X / Twitter

10 · Appendix

Product line — full architecture

What this guide does not yet cover (v1.1 roadmap)

• Final master brand color (currently per-product). Neutral system in §7 is a working default.
• Full photography asset library — direction is prescriptive but unillustrated.
• Founder voice profile for LinkedIn and press.
• SMS / push notification specs.
• Influencer / creator brief template.
• Final outside-counsel pass on every line before live LLM production.