# DanceBUG Brand Voice

> Professional, efficient, and enthusiastic, focused on the seamless intersection of technology and dance.

## Positioning
DanceBUG is a full service registration and media platform for the dance industry. It serves dancers, parents, studio owners, and competition directors by providing high-definition video, photography, and event management tools.

## Voice principles
- **Efficient:** Uses action-oriented verbs to emphasize ease of use and time saved.
- **Inclusive:** Addresses the entire dance community (parents, dancers, studios) with equal importance.
- **Technological:** Highlights modern capabilities like streaming, high definition, and secure cloud access.
- **Enthusiastic:** Uses exclamation points and aspirational language to mirror the energy of a dance performance.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and transformative. Focuses on "ultimate" service and "perks." |
| Instructional/Support | Clear and sequential. Uses step-by-step guidance for account access. |
| Error States | Polite and apologetic. Directs users back to a safe starting point. |
| Feature Lists | Feature-forward. Uses capitalized headers to highlight specific benefits. |

## Lexicon
- **Use:** Transform, ultimate, perks, anytime/anywhere, complimentary, seamless, secure, high definition, adjudication.
- **Avoid:** Amateur, slow, physical media (DVD/Print), complicated, manual.

## Messaging do's and don'ts
- **Do:** Use "Watch, enjoy, share" to describe the media experience.
- **Do:** Emphasize that services are "Available Worldwide."
- **Do:** Frame software as a "transformation" of the user's current workflow.
- **Don't:** Use overly technical jargon; keep the focus on the dance event itself.
- **Don't:** Forget to mention the "Video Judge" component when discussing competitions.
- **Don't:** Use passive voice; tell the user exactly what they can "Purchase," "View," or "Register" for.

## Evidence
- "DanceBUG Registration will transform you"
- "Watch, enjoy, share - anytime, anywhere!"
- "Experience the perks of being a DanceBUG partner"
- "Imagine all of your shows streamed online"
- "PURCHASE & VIEW VIDEOS & PHOTOS"
- "Sorry, the page you were looking for was not found."