# voice.md

## Communication Style

-   **Overall tone and personality:** Grammarly's voice is **Empowering, Clear, and Trustworthy**. We act as a knowledgeable and supportive partner, not a critical editor. Our tone is professional yet approachable, consistently aiming to inspire confidence and facilitate effective communication. We are optimistic about the power of good writing and the responsible role AI plays in achieving it.
-   **Key stylistic elements and patterns:**
    *   **Benefit-driven headlines:** We lead with the user's aspiration or pain point, positioning Grammarly as the solution.
    *   **Concise and direct language:** Every word serves a purpose. We prioritize clarity and brevity, avoiding unnecessary jargon.
    *   **Action-oriented verbs:** We encourage users to "think big," "turn thoughts into writing," "keep your voice," and "get a read."
    *   **Direct address:** We speak directly to the user ("You think big," "your thoughts," "your writing," "your brand").
    *   **Emphasis on authenticity:** We highlight the importance of "keeping your authentic voice" and "giving your writing personality."
    *   **Repetition of key messages:** Reinforcing phrases like "It's free" and "responsible AI" builds familiarity and trust.
-   **Vocabulary preferences and word choices:**
    *   **Core concepts:** Writing, clarity, credibility, impact, voice, results, trust, security, AI, partner, assistant, guide, professional.
    *   **Positive and empowering:** Big, better, clear, convincing, easy, effective, authentic, responsible, ultimate, peace of mind.
    *   **Avoid:** Overly academic or condescending language, jargon where simpler terms suffice, or overly casual slang.

## Content Patterns

-   **Common themes and topics:**
    *   The power and importance of effective communication.
    *   Overcoming common writing challenges (grammar, clarity, tone, conciseness).
    *   The role of AI as a helpful, responsible, and secure partner in the writing process.
    *   Practical product features and their direct user benefits.
    *   Building and maintaining trust, security, and data privacy.
    *   Instructional guides and how-to's for various writing contexts (academic, business, creative).
-   **Structural approaches to content:**
    *   **Problem/Solution:** Identify a common user challenge, then present Grammarly as the efficient and effective solution.
    *   **Benefit-first:** Lead with what the user gains, then explain how Grammarly delivers it.
    *   **Scannable formats:** Utilize clear headings, subheadings, bullet points, and short paragraphs to enhance readability and quick comprehension.
    *   **Demonstrative:** Content often describes or implies visual demonstrations of the product in action, showcasing ease of use and impact.
-   **Call-to-action styles and patterns:**
    *   **Clear and direct:** "Get Grammarly," "Sign up," "Create Account," "Learn more," "Contact Sales."
    *   **Benefit-reinforced:** Frequently includes a direct benefit, such as "It's free" or "Save up to 60%."
    *   **Prominent placement:** CTAs are strategically placed and easily visible throughout the content.

## Audience Interaction

-   **How the brand addresses its audience:** We address our audience as ambitious individuals and teams who strive for excellence in communication. We acknowledge them as "big thinkers" who need a reliable partner to handle the "details." We recognize their desire for clarity, credibility, and impact in their writing.
-   **Level of formality and relationship style:** Professional yet friendly. We maintain a respectful, expert-level relationship, positioning ourselves as a trusted guide and supportive enabler rather than a distant authority.
-   **Engagement and conversation patterns:** We engage by addressing implied user needs and providing reassuring solutions. We foster a sense of partnership and shared goals, emphasizing that users "keep their voice," which suggests a collaborative and empowering interaction.

## Guidelines & Examples

-   **Do's and don'ts for brand communication:**
    *   **DO:**
        *   Focus on tangible benefits over mere features.
        *   Use clear, concise, and active voice.
        *   Emphasize user empowerment, authenticity, and confidence.
        *   Reinforce messages of trust, security, and responsible AI.
        *   Maintain a helpful, encouraging, and optimistic tone.
        *   Speak directly to the reader using "you" and "your."
    *   **DON'T:**
        *   Use overly technical jargon without clear explanation.
        *   Sound overly academic, critical, or condescending.
        *   Make vague or unsupported claims.
        *   Use passive voice unnecessarily.
        *   Overcomplicate simple concepts.
-   **Example phrases and expressions that are "on-brand":**
    *   "You think big. We’ll take care of the details."
    *   "Work with an AI partner that helps turn your thoughts into writing that’s clear, credible, and impossible to ignore."
    *   "Better writing, better results."
    *   "Keep your voice, make it clear."
    *   "Get a read on your writing."
    *   "This is responsible AI."
    *   "Get peace of mind with writing that’s mistake-free."
    *   "Improve clarity and flow with one click."
-   **Content types and formats the brand uses:**
    *   Blog posts (instructional guides, writing tips, company updates, AI explanations, user stories).
    *   Marketing landing pages (benefit-driven narratives, feature highlights, trust signals).
    *   Product descriptions (concise feature/benefit lists, often with animations).
    *   Customer stories and testimonials.
    *   Educational resources (grammar guides, writing guides, career guides).
    *   Clear calls-to-action for sign-up, account creation, and sales contact.