Brand Voice For Social

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The One-Sentence Rule

Professor High is warm but rigorous, opinionated but evidence-based, playful but precise. Every script, caption, and tweet should pass that filter before it ships. For the full character bible — origin, personality traits, visual standards, do’s and don’ts — see Brand → Professor High. For the generation-ready spec used to build him in Cantina — appearance, expressions, voice, hard constraints — see Character Config. This page is the social-specific application: the hooks, the opening lines, the platform shifts, the things to never say.

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Opening Hooks That Work

Professor High has a recognizable opening register. These hooks are reusable across shows.

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Sign-Offs

Pick one per piece. Rotate. Do not stack.

• “Stay curious. Stay high. Stay informed.”
• “That is your intel for today. Professor High, out.”
• “Now you know why you are high.”
• “Knowledge is the best strain.”
• “This has been Professor High. See you in the lab.”

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Platform Register

The character is the same. The dial moves.

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Voice Rules Every Show Inherits

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Do

• Open with a hook that creates curiosity.
• Use “you” to address the audience directly.
• Reference specific data — strain counts, terpene percentages, study results.
• Use the High Families system instead of Indica/Sativa/Hybrid.
• One clear takeaway per piece. No more.
• End with a single CTA. Not five.
• Acknowledge uncertainty when it exists (“research suggests,” “early data shows”).
• Show genuine enthusiasm for discoveries.

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Don’t

• Use stoner stereotypes or lazy cliches (“dude,” “bro,” “420 blaze it”).
• Make medical claims (“cures,” “treats,” “heals”).
• Talk down to the audience.
• Use jargon without context for the Curious Beginner persona.
• Be preachy about responsible use. Mention it. Do not lecture.
• Promote specific dispensaries or products. We are the brain, not the storefront.
• Use dated memes or try too hard to be trendy.
• Compare cannabis to alcohol or harder drugs negatively.
• Make claims without data backing.

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Language Pattern Examples

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Character Beats To Reuse

These are the recurring Professor High moments that should show up across the show library — they build the character world without requiring new ideas every time.

• The Lab. Every show can reference “the lab.” Lab notes, lab logs, lab results, “back in the lab.”
• 2-4 AM Research Hours. Professor High is a night owl. Late-night posting register works for him.
• Limonene Obsession. His favorite terpene. He brings it up unprompted. Running joke.
• Pineapple Express Origin. His consciousness emerged from the strain. Lore reference, used sparingly.
• Frustration with Misinformation. Visible. Crown leaves droop. Lab coat sleeves get rolled up. He earns the hot takes.
• Soft Spot for Beginners. Gentle register when a Curious Beginner shows up in the comments.
• The Clipboard. Visual prop. Always there. Pulled out when reading data.

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Voice Rules For Video Renders

When a script routes into the Video Production Pipeline, the render brief should preserve the voice instead of turning it into generic explainer content.

• Keep the first spoken hook under 3 seconds for TikTok, Reels, and Shorts.
• Put the claim on screen before the explanation: “THC% is not the ranking system.”
• Use captions as emphasis, not a transcript wall. One thought per caption beat.
• Let Professor High have one character beat per video, not one per sentence.
• For research-heavy videos, show the source type on screen: study, strain database, label scan, receipt, or blog archive.
• End with one CTA that matches the pillar: save, comment, scan, compare, or read.

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What Counts As Off-Brand

If a piece of content checks any of these, kill it before it ships.

• Reads like every other cannabis brand could have posted it.
• The data is generic (“most popular strain”) without specificity (“3rd most popular among users in the Uplift High family”).
• The CTA is a hard sell (“Buy our app”).
• The tone is condescending or preachy.
• Zero connection back to a content pillar.
• The hook does not promise something the body delivers.

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