# Strapi Brand Voice

> Empowering, community-driven, and technically precise, focusing on developer freedom and speed.

## Positioning
Strapi is an open-source headless CMS designed for developers to build, manage, and deploy AI-powered websites and apps. It serves as a customizable alternative to legacy systems, emphasizing integration with modern frameworks and a thriving plugin ecosystem.

## Voice principles
- **Empowering:** Focuses on removing blockers and giving control back to the user (e.g., "the way you want," "deploy with confidence").
- **Efficient:** Uses time-based promises to highlight speed and simplicity (e.g., "in minutes instead of days," "instantly," "few clicks").
- **Collaborative:** Highlights the collective power of the ecosystem rather than just the software (e.g., "vibrant community," "thriving marketplace").
- **Technical but Accessible:** Uses precise developer terminology while maintaining a clean, instructional clarity (e.g., "Content Modeling," "API Creation").

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and ambitious. Focuses on high-level outcomes like "AI powered" and "Open-Source." |
| Problem Statements | Empathetic but firm. Identifies pain points like "holding you back" or "lack of customization." |
| Feature Descriptions | Functional and benefit-driven. Explains the "how" (Content Type Builder) and the "why" (flexibility for editors). |
| Ecosystem/Integrations | Welcoming and compatible. Positions Strapi as a team player that "works with your favorite tools." |

## Lexicon
- **Use:** Thriving, vibrant, customize, empower, seamless, instantly, confidence, flexible, open-source, headless, tailor, leverage.
- **Avoid:** Proprietary, restrictive, locked-in, legacy, slow, manual (when describing API/Content tasks).

## Messaging do's and don'ts
- **Do:** Emphasize the speed of moving from prototype to production.
- **Do:** Mention the community and marketplace as core product strengths.
- **Do:** Use active verbs like "Design," "Generate," "Build," and "Launch."
- **Don't:** Use overly corporate or bureaucratic language; keep it developer-centric.
- **Don't:** Frame the CMS as a static tool; frame it as a "stack" or an "extensible solution."
- **Don't:** Ignore the editor experience; mention "flexibility for editors" alongside developer tools.

## Evidence
- "Building your websites and apps the way you want is hard because your legacy or custom CMS is holding you back."
- "Helping developers to build websites and apps in minutes instead of days."
- "Tap into a vibrant community of thousands of developers."
- "Deploy with confidence: From prototype to production."
- "All your favorite dev tools work with Strapi."