Add signature phrases

Optionally add verbatim lines Thomas can use for emphasis in your articles.

Each pillar can have signature phrases — specific lines you want Thomas to use word-for-word in your content. These are optional, but they're a powerful way to make your brand voice unmistakable.

Open a pillar card and look for the phrases section.

A pillar card expanded to show signature phrases, with two example phrases entered — Signature phrases appear verbatim in your articles — use them sparingly

Good signature phrases are:

Memorable — "Every child deserves to feel capable"
Distinctive — something only your brand would say
Natural — they should flow within a paragraph, not sound like a slogan

You can also add a tone note to each pillar — a brief instruction to Thomas about how to handle this theme. For example: "Use this when talking about our approach to education, but keep it subtle."

Thomas uses signature phrases for emphasis, not routine. If you add too many, they can start to feel repetitive. Two or three per pillar is usually the sweet spot.

If your brand doesn't have established signature phrases yet, skip this step entirely. Thomas will still use your pillars to shape the messaging — it just won't quote specific lines.