# Dodeley Brand Voice

> Professional, functional, and grounded Swiss efficiency.

## Positioning
Dodeley is a professional newsletter solution for small businesses and individuals. It positions itself as a reliable Swiss product that emphasizes simplicity and legal compliance.

## Voice principles
*   **Pragmatic:** Focuses on utility and features without using hyperbolic marketing language.
*   **Formal:** Uses the formal German "Sie" address to maintain a professional business-to-business distance.
*   **Transparent:** Clearly states origins, pricing structures, and tax exclusions to build trust.
*   **Structured:** Uses clear headings and concise descriptions to organize information logically.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Direct and value-oriented. Focuses on the "professional solution" aspect. |
| Pricing | Precise and administrative. Explicitly mentions VAT and contract terms. |
| Error/Access States | Strict and neutral. Uses standard administrative language (e.g., "Keine Berechtigung"). |
| Product Origin | Proud but understated. Emphasizes Swiss quality and local server hosting. |

## Lexicon
*   **Use:** professionell (professional), einfach (simple/easy), Lösung (solution), Schweizer Produkt (Swiss product), exkl. (excluding), System.
*   **Avoid:** "Revolutionär" (revolutionary), "Magisch" (magical), or overly casual slang.

## Messaging do's and don'ts
*   **Do:** Emphasize that the product is Swiss-made and hosted.
*   **Do:** Use the word "professionell" to describe the service and the results.
*   **Do:** Be explicit about technical or financial requirements.
*   **Don't:** Use aggressive sales tactics or "limited time" pressure.
*   **Don't:** Use the informal "Du" address.
*   **Don't:** Hide the functional nature of the tool behind abstract metaphors.

## Evidence
*   "Die professionelle Newsletter Lösung" (Core value proposition).
*   "dodeley ist ein Schweizer Produkt und betreibt seine Server ausschliesslich in der Schweiz." (Trust/Origin).
*   "Alle Preise verstehen sich exkl. 8.1% MWST" (Transparency).
*   "Diese Funktion steht Ihnen nicht zur Verfügung" (Formal error handling).
*   "Einfach professionelle Newsletter versenden" (Tagline).