# STEPN Brand Voice

> Energetic, achievement-oriented, and community-driven with a focus on movement and ecosystem growth.

## Positioning
STEPN is a Web3 lifestyle and fitness platform that gamifies physical activity through digital collectibles and partnerships. It is for active users who want to track fitness metrics while participating in a global, tokenized ecosystem.

## Voice principles
- **Action-Oriented:** Uses imperative verbs to drive user engagement and movement.
- **Collaborative:** Emphasizes partnerships, "collabs," and community milestones to show scale.
- **Transparent:** Communicates technical updates, governance (DAO), and integrity measures (bans) directly.
- **Metric-Focused:** Prioritizes quantifiable data like distance, calories, and carbon offsets.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-energy, punchy, and motivational. |
| Product Updates | Informative, structured, and technical. |
| Community/Events | Celebratory, inclusive, and hype-focused. |
| Trust & Safety | Serious, firm, and principled. |

## Lexicon
- **Use:** Recap, Highlights, Milestone, Realm, Ecosystem, Collab, Drop, Web3 Revolution, Integrity, Fair Play.
- **Avoid:** Exercise (prefers "Steps" or "Run"), Game (prefers "Ecosystem" or "Game Hub"), Users (prefers "Community").

## Messaging do's and don'ts
- **Do:** Use exclamation points to emphasize fitness achievements.
- **Do:** Highlight high-profile partnerships (adidas, Snoop Dogg) to build authority.
- **Do:** Connect physical movement to digital rewards or environmental impact.
- **Don't:** Use overly complex financial jargon when discussing tokens; focus on the "Revolution" or "Launch."
- **Don't:** Hedge when discussing platform security; use definitive terms like "Account Bans."
- **Don't:** Forget the "GO" suffix when referring to the latest product iterations.

## Evidence
- "Make your steps count!" (Action-oriented/Motivational)
- "Integrity & Fair Play: Account Bans" (Transparent/Serious)
- "GMT Pay: Web3 Payment Revolution" (Ambitious/Forward-looking)
- "adidas physical Ultraboost 5 Drop" (Partnership-focused)
- "Carbon Offset (KG)" (Metric-focused)