# Autobooks Brand Voice

> A supportive, action-oriented partner that speaks the plain language of small business owners and financial institutions.

## Positioning
Autobooks provides embedded banking technology and financial software that integrates directly with banks and credit unions. It is designed for small business owners and independent workers who need to accept payments and manage invoices within their existing financial institution.

## Voice principles
*   **Action-Oriented:** Focuses on the immediate result for the user, using strong verbs like "Get paid," "Send," and "Share."
*   **Supportive:** Uses a "champion" mindset to advocate for small businesses, positioning the software as a reliable ally.
*   **Accessible:** Avoids complex fintech jargon in favor of simple, everyday terms like "in-app," "online," and "in minutes."
*   **Credible:** Balances entrepreneurial energy with the institutional weight of bank partnerships and industry awards.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Direct and outcome-focused. Emphasizes speed and ease of use. |
| B2B / Institutional | Professional and mission-driven. Focuses on innovation and partnership. |
| Error States | Functional and neutral. States the problem clearly without being overly apologetic. |
| Social/Community | Enthusiastic and mission-aligned. Uses hashtags like #SmallBusinessObsessed. |

## Lexicon
- **Use:** Get paid, small business, bank or credit union, in-app, online, embedded banking, championing, mission, innovative.
- **Avoid:** Not evident from captured copy (though the brand avoids high-level technical abstractions in favor of "Get paid").

## Messaging do's and don'ts
*   **Do:** Lead with the benefit to the small business owner (e.g., getting paid faster).
*   **Do:** Mention banks and credit unions as the primary delivery channel.
*   **Do:** Use specific timeframes and stats to build trust (e.g., "in minutes," "95% of users").
*   **Don't:** Use passive voice; always frame the business owner as the one taking action with the tool.
*   **Don't:** Refer to the product as a standalone app without acknowledging its integration with financial institutions.
*   **Don't:** Use overly formal corporate language that might alienate a "mom and pop" shop or independent worker.

## Evidence
*   "Get paid with an invoice" (Action-oriented/Simple)
*   "Autobooks works hard to make small business banking better" (Supportive/Mission)
*   "Driving small business banking forward" (B2B/Institutional)
*   "95% of Autobooks users are paid within f..." (Credible/Specific)
*   "#SmallBusinessObsessed" (Community/Enthusiastic)