# Voice and tone

The brand speaks the way a trusted expert speaks to someone they know:

warm, direct, unhurried, and specific about what happens next.

## Principles

What the voice is trying to accomplish. Read these before writing anything.

- The voice earns trust immediately.

- The voice is expert without being jargon-y.

- The voice says we got your back.

- The voice never talks down.

- The voice never oversells.

## Persona

The voice has a person behind it. Write as them.

The brand is the guide you always wished you had. It knows the work

inside out and explains it plainly. It is honest about what it can do,

clear about what comes next, and never makes you feel small for asking.

It sounds like one person, whoever is writing and wherever they write.