# Firsthand Brand Voice

> Empowering, practical, and insider-focused, using direct language to bridge the gap between students and the professional world.

## Positioning
Firsthand is a career engagement platform that connects students and job-seekers with experienced mentors and data-driven insights. It serves the tripartite ecosystem of career seekers, educational institutions, and employers to facilitate "real-world" career transitions.

## Voice principles
*   **Action-Oriented:** Starts sentences with strong verbs like "Connect," "Find," "Attend," and "Get."
*   **Authentic:** Emphasizes "real people" and "firsthand" experiences over corporate jargon or polished marketing fluff.
*   **Empathetic:** Acknowledges the emotional journey of career hunting (e.g., moving from "yikes" to "psyched").
*   **Relatable:** Uses accessible language that positions mentors as people who "have been there and done that."

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-energy and collaborative. Focuses on "togetherness" and "best next steps." |
| Product Features | Benefit-driven and concrete. Lists exactly what the user will receive (templates, guides, interactions). |
| Error States | Helpful and apologetic. Briefly acknowledges the issue and provides immediate navigational exits. |
| Institutional (Schools/Employers) | Purposeful and results-oriented. Focuses on "empowering" and "leveling the playing field." |

## Lexicon
- **Use:** Firsthand, insights, real people, mentors, empower, level the playing field, unique resources, "been there and done that."
- **Avoid:** Networking (prefers "connecting" or "interactions"), generic, corporate, gatekeeping.

## Messaging do's and don'ts
*   **Do:** Use the word "real" to contrast with theoretical or third-party advice.
*   **Do:** Address the user directly with "you" and "your."
*   **Do:** Highlight the exclusivity of the access (e.g., "private events," "won't find elsewhere").
*   **Don't:** Use overly formal academic language; keep it grounded in the workplace.
*   **Don't:** Make promises without mentioning the human element (mentors/professionals).
*   **Don't:** Use passive voice; keep the user in the driver's seat of their career.

## Evidence
- "Find out where real people really love to work"
- "Our 10,000+ mentors have been there and done that."
- "Go from 'yikes' to psyched about your career"
- "Empower students to find the right career for them"
- "Our firsthand insights and unique resources level the playing field"