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Samsung had always focused on how its products looked. The company realized it had not given enough thought to how it was talking to its users through its products, which it felt was inconsistent and unmemorable. Audits revealed that its competitors weren’t much different—their tone was functional at best. To transform the way the company communicated across the entire user journey, Samsung defined its brand character as “Your Empowering Ally” and created a matching Style Guide and Glossary. This simple change has made a huge impact: not only has its brand image improved; it is also building lasting relationships with users across its diverse range of products.