# ElevenLabs Brand Voice

> Confident, action-oriented, and authoritative, focusing on cutting-edge AI capabilities and real-world impact.

## Positioning
ElevenLabs provides ultra-realistic AI audio, speech, and conversational agent platforms built on proprietary research. It serves enterprises, creators, and developers who need high-quality, scalable synthetic voice technology.

## Voice principles
- **Action-driven:** Sentences frequently begin with strong imperative verbs (Create, Generate, Configure, Deploy) to emphasize capability.
- **Authoritative:** The brand confidently claims leadership using superlatives and definitive statements (leading, best, most accurate).
- **Precise:** Technical capabilities are highlighted with specific metrics and clear descriptors (75ms latency, studio-quality, ultra-realistic).
- **Impact-focused:** Messaging connects the technology directly to tangible outcomes and use cases (powering enterprises, streamlining product updates).

## Tone by context
| Context | Tone |
|---|---|
| Marketing hero | Visionary and broad (Bringing technology to life). |
| Feature descriptions | Direct and instructional (Create, edit and localize in one AI platform). |
| Developer / API | Precise and performance-driven (75ms latency for conversational usecases). |
| Case studies | Results-oriented and validating (Powering India’s largest voice-driven). |

## Lexicon
- **Use:** Ultra-realistic, expressive, deploy, generate, studio-quality, lifelike, conversational, omnichannel, synthetic voice.
- **Avoid:** Passive voice, hesitant phrasing (e.g., "we try to"), overly emotional corporate jargon (save the emotion for describing the voices themselves).

## Messaging do's and don'ts
Do:
- Lead with strong action verbs when describing features.
- Highlight specific performance metrics like latency and accuracy.
- Emphasize the foundation of research and licensed data.
- Call out specific use cases (audiobooks, cartoons, customer support).

Don't:
- Hedge claims about quality or leadership.
- Bury the primary action or benefit in complex sentence structures.
- Forget to mention the dual audience of creators and developers.

## Evidence
- "Bringing technology to life"
- "Generate ultra-realistic speech, videos"
- "Configure, deploy and monitor conversati"
- "75ms latency for conversational usecases"
- "The most accurate ASR model. Low cost an"
- "Research that redefines human technology"
- "Independently rated the leading Text to"