# Notion Brand Voice

> A confident, minimalist, and highly efficient partner that promises clarity through consolidation.

## Positioning
Notion is the "AI everything app" and single workspace for teams and individuals to organize, automate, and execute work. It positions itself as the central "source of truth" that replaces fragmented toolsets with a unified, AI-powered platform.

## Voice principles
*   **Declarative:** Uses short, punchy sentences that state facts rather than making flowery promises.
*   **Efficient:** Focuses on the reduction of friction, emphasizing "less" effort and "more" progress.
*   **Empowering:** Positions the user as the manager ("You assign the tasks") and the tool as the tireless assistant ("Notion Agent does the work").
*   **Authoritative:** Leverages social proof and rankings to establish itself as the industry standard for "teams that ship."

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Clever and evocative (e.g., "Meet the night shift") to grab attention. |
| Feature Descriptions | Functional and outcome-oriented, focusing on immediate utility. |
| Social Proof | Data-driven and prestigious, highlighting enterprise and community scale. |
| Product Onboarding | Simple and instructional, focusing on organizing and acting. |

## Lexicon
- **Use:** Source of truth, everything app, built-in agents, 24/7, ship, automate, repetitive work, on-demand, simple and powerful, under one roof.
- **Avoid:** Not evident from captured copy (though the copy avoids corporate jargon like "synergy" or "holistic").

## Messaging do's and don'ts
*   **Do:** Use "One" to emphasize consolidation (One search, One tool, One source of truth).
*   **Do:** Use active verbs like "Triage," "Resolve," "Respond," and "Automate."
*   **Do:** Contrast the current state of work (tracking, manual tasks) with the Notion state (progress, automation).
*   **Don't:** Use complex technical explanations for AI; describe it as "thinking like you" or "working while you sleep."
*   **Don't:** Use passive voice; keep the focus on the action being performed by the agent or the user.

## Evidence
- "Meet the night shift." (Clever/Evocative)
- "One search for everything." / "One source of truth." (Consolidation)
- "Less tracking. More progress." (Efficiency/Contrast)
- "Trusted by teams that ship." (Authoritative/Community)
- "The AI inbox that thinks like you." (Empowering/Simple AI)