# Gorattle (Von) Brand Voice

> Direct, welcoming, and transition-focused with a lean toward professional simplicity.

## Positioning
Von is the successor to Rattle, positioned as an evolved platform for revenue teams (CRO, RevOps, AEs) and customer success professionals. It maintains continuity for existing Rattle users while introducing a new brand identity.

## Voice principles
*   **Transparent:** Clearly states changes and pivots without corporate jargon.
*   **Welcoming:** Uses inclusive language to greet both new visitors and returning users.
*   **Direct:** Employs short, active sentences to communicate status and value.
*   **Reassuring:** Confirms that existing services are still supported during transitions.

## Tone by context
| Context | Tone |
|---|---|
| Announcement / Hero | Bold and factual. Focused on the "now" and the "next." |
| Navigation / Footer | Functional and categorized. Organized by persona and integration. |
| Customer Support | Warm and helpful. Uses phrases like "We'd love to show you." |

## Lexicon
- **Use:** Pivoted, welcome, right place, fully supported, explore, show you.
- **Avoid:** Rebranded (uses "pivoted" instead), discontinued, shutting down, legacy.

## Messaging do's and don'ts
*   **Do:** Acknowledge the Rattle heritage while pointing toward Von.
*   **Do:** Use second-person ("you") to address the user directly.
*   **Do:** Keep calls to action simple and exploratory (e.g., "Explore Von").
*   **Don't:** Use overly technical explanations for the brand change.
*   **Don't:** Leave returning users wondering if they are in the wrong place.
*   **Don't:** Use passive voice when describing the company's movement.

## Evidence
- "Rattle has pivoted to Von"
- "If you’re looking for Rattle, you’re in the right place!"
- "Rattle is still fully supported for current customers."
- "And if you’re new here, welcome."
- "We’d love to show you what Von can do."