# Tailwindcss Brand Voice

> Confident, conversational, and highly pragmatic, speaking directly to developers about speed and efficiency.

## Positioning
A utility-first CSS framework built for developers who want to rapidly build modern websites without leaving their HTML. It provides low-level utility classes and ready-made components to help teams ship faster and smaller.

## Voice principles
* **Action-oriented:** Headlines lead with strong verbs and clear outcomes (e.g., "Rapidly build", "Ship faster and smaller").
* **Conversational:** Uses casual phrasing, light humor, and direct address to relate to the user (e.g., "Okay, it's not exactly cutting edge", "burning your retinas").
* **Pragmatic:** Focuses heavily on solving specific developer pain points (e.g., "No need to remember that complicated gradient syntax").
* **Confident:** Makes bold, definitive statements about its approach (e.g., "unapologetically modern", "without touching your CSS file").

## Tone by context
| Context | Tone |
|---|---|
| Marketing hero | Bold, direct, and benefit-driven. |
| Feature descriptions | Casual, relatable, and explanatory. |
| Documentation | Clear, objective, and instructional. |
| Component marketing | Aspirational but grounded in utility (e.g., "Visually-stunning, easy to customize"). |

## Lexicon
- **Use:** utility-first, modern, rapidly build, ship faster, low-level, ready-made.
- **Avoid:** Formal corporate jargon, passive voice, academic CSS theory.

## Messaging do's and don'ts
**Do:**
* Speak directly to the developer using "you" and "your".
* Highlight speed, performance, and workflow improvements.
* Use conversational transitions and relatable examples.
* Keep headlines short and punchy.

**Don't:**
* Overcomplicate the benefits with dense technical jargon.
* Use passive voice for core actions.
* Sound overly formal or academic.
* Apologize for the framework's unique approach.

## Evidence
* "Rapidly build modern websites without ever leaving your HTML."
* "Tailwind is unapologetically modern..."
* "Okay, it’s not exactly cutting edge, but..."
* "If you’re not a fan of burning your retinas..."
* "No need to remember that complicated gradient syntax..."
* "Ship faster and smaller."
* "Build whatever you want, without touching your CSS file."