# Output Brand Voice

> Output sounds like a confident, high-energy collaborator that prioritizes creative momentum over technical jargon.

## Positioning
Output is a music technology company for modern producers and "hitmakers" that provides tools designed to eliminate creative blocks. It positions itself as an industry insider, moving away from corporate "boardroom" origins toward authentic, studio-ready inspiration.

## Voice principles
- **Action-Oriented:** Uses strong verbs to emphasize speed and results.
- **Evocative:** Employs sensory language like "warmth," "grit," "clouds," and "swarms" to describe sound.
- **Anti-Corporate:** Positions the brand as a peer to the producer rather than a software vendor.
- **Confident:** Makes bold claims about its status as a "hitmaker's go-to" and "idea machine."

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold, punchy, and aspirational. Focuses on the "why" of making music. |
| Product Features | Descriptive and visceral. Uses technical but colorful language to explain sound manipulation. |
| Pricing/Access | Direct and transparent. Focuses on "unlimited" value and ease of cancellation. |
| Community/Challenges | Energetic and invitational. Encourages participation and "pro" level production. |

## Lexicon
- **Use:** Hitmaker, idea machine, ear candy, banger, grit, sculpt, dimension, movement, incredible, unlimited, meticulously, royalty-free.
- **Avoid:** Software, utility, corporate, boardroom, complex, difficult (Not evident from copy, but implied by "fastest way" and "ingenious solution").

## Messaging do's and don'ts
- **Do:** Focus on the speed of the creative process.
- **Do:** Use vivid adjectives to describe audio textures (e.g., "dark and ominous," "textural clouds").
- **Do:** Highlight the professional pedigree of the sounds (e.g., "heard on today's biggest hits").
- **Don't:** Use dry, overly technical specifications.
- **Don't:** Sound hesitant; use declarative statements like "This is the fastest way."
- **Don't:** Focus on the "how" of the code; focus on the "what" of the sound.

## Evidence
- "Our plugins aren’t born in boardrooms."
- "In a world of noise, make music that matters."
- "The go-to plugin for endless inspiration."
- "Discover the ear candy that sets tracks apart."
- "What you can do in Arcade used to take a lifetime."
- "Add warmth, grit, and character. Sculpt your sound."