# Ovas Brand Voice

> Practical, professional, and efficiency-driven with a focus on ease of use for non-experts.

## Positioning
Ovas is an integrated online accounting and CRM solution designed for SMEs, freelancers, and non-profit organizations (churches, foundations, and associations). It positions itself as a tool that frees users from administrative burdens so they can focus on their core activities.

## Voice principles
*   **Pragmatic:** Focuses on the functional benefits and time-saving aspects of the software.
*   **Accessible:** Uses clear, non-technical language to describe financial processes.
*   **Formal yet helpful:** Uses the formal "U" (polite Dutch address) while maintaining a supportive and solution-oriented tone.
*   **Modular:** Emphasizes flexibility and the ability to customize the system to specific organizational needs.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Empathetic and questioning (e.g., "U bent liever ondernemer dan boekhouder?"). |
| Feature Lists | Concise and benefit-driven, using bullet points for quick scanning. |
| Error States | Simple and direct (e.g., "Deze pagina lijkt niet te bestaan."). |
| Call to Action | Low-friction and inviting (e.g., "Direct gratis proberen"). |

## Lexicon
- **Use:** Gemakkelijk (easy), Snel (fast), Optimaal (optimal), Koppeling (connection/integration), Inrichten naar eigen wens (configure to your own wishes), Ontzorgen (unburdening - implied by "minder administratie").
- **Avoid:** Complex accounting jargon, overly aggressive sales language, informal "je/jou" pronouns.

## Messaging do's and don'ts
*   **Do:** Emphasize the "Online" nature of the service for accessibility anywhere.
*   **Do:** Highlight specific integrations (Belastingdienst, Mollie, Banken).
*   **Do:** Mention specific target groups like "Verenigingen" and "Stichtingen" to show niche expertise.
*   **Don't:** Focus on the complexity of tax law; focus on the simplicity of the tool.
*   **Don't:** Use long, winding paragraphs; keep descriptions punchy.
*   **Don't:** Forget to mention the "Connect" aspect (the integration of CRM and accounting).

## Evidence
*   "U bent liever ondernemer dan boekhouder?" (Empathetic positioning)
*   "Online boekhoudpakket, gemakkelijk en snel!" (Pragmatic/Accessible)
*   "Volledig in te richten naar eigen wens" (Modular/Flexible)
*   "Koppeling met de Belastingdienst Nieuw" (Feature-driven)
*   "ZZP en het MKB Verenigingen Kerken" (Targeted positioning)