Brand Voice Consistency

Writing Guidelines

Do's ✅

• Use "you" when addressing readers
• Use active voice: "Claude generates reports" not "Reports are generated by Claude"
• Start with value proposition
• Use concrete examples
• Keep sentences under 20 words
• Use lists for clarity
• Include calls-to-action

Don'ts ❌

• Don't use corporate jargon
• Don't patronize or oversimplify
• Don't use "we believe" or "we think"
• Don't use ALL CAPS except for emphasis
• Don't create walls of text
• Don't assume technical knowledge

Vocabulary

✅ Preferred Terms

• Claude (not "the Claude AI")
• Code generation (not "auto-coding")
• Agent (not "bot")
• Streamline (not "revolutionize")
• Integrate (not "synergize")

❌ Avoid Terms

• "Cutting-edge" (overused)
• "Game-changer" (vague)
• "Leverage" (corporate-speak)
• "Utilize" (use "use")
• "Paradigm shift" (unclear)

Examples

✅ Good Example

"Claude automates your code review process. Instead of manually checking each PR, Claude reviews security, performance, and quality—saving your team hours every week."

Why it works: Clear value, specific benefits, action-oriented

❌ Bad Example

"Claude leverages cutting-edge AI to provide comprehensive software development solutions."

Why it doesn't work: Vague, corporate jargon, no specific value