# Drawboard Brand Voice

> Professional, efficient, and encouragingly direct.

## Positioning
Drawboard provides intuitive PDF markup and design review software for individuals and collaborative teams. It is specifically built for professionals in design, engineering, and architecture who need to move beyond paper to a real-time digital workspace.

## Voice principles
*   **Efficient:** Uses short, punchy sentences that respect the user's time.
*   **Collaborative:** Emphasizes shared workspaces and keeping everyone "on the same page."
*   **Accessible:** Uses plain English to explain technical workflows (e.g., "markups" instead of "annotations").
*   **Helpful:** Maintains a positive, "can-do" attitude in support contexts without being overly bubbly.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and outcome-oriented. Focuses on the "Work Wonders" result. |
| Product Features | Descriptive and functional. Uses active verbs like "Assign," "Track," and "Connect." |
| FAQ / Support | Conversational and reassuring. Uses contractions and direct answers (e.g., "You sure can!"). |
| Pricing / Plans | Transparent and clear. Focuses on value and simple distinctions between tiers. |

## Lexicon
- **Use:** Real-time, markups, intuitive, workspace, "on the same page," powerful, design review, sync, collaborative.
- **Avoid:** Not evident from captured copy (though the brand avoids overly academic or dense legal jargon).

## Messaging do's and don'ts
*   **Do:** Use active voice to describe what the software does (e.g., "Connect Drawboard to the tools you already use").
*   **Do:** Address the user directly as "you."
*   **Do:** Highlight the benefit of speed and real-time collaboration.
*   **Don't:** Use overly formal or stiff language in FAQs.
*   **Don't:** Focus on the file format (PDF) as a limitation; treat it as a canvas for work.
*   **Don't:** Use technical jargon where a simple word like "markup" or "drawing" suffices.

## Evidence
*   "Work Wonders." (Hero headline)
*   "You sure can! Go to any of our apps..." (FAQ response)
*   "A team workspace to get everyone on the same page." (Value proposition)
*   "For people working in design and engineering teams..." (Targeting)
*   "As many as you like." (Directness in answering constraints)