# Wipster Brand Voice

> Efficient, encouraging, and professional with a hint of creative storytelling.

## Positioning
Wipster is a video workflow and review platform designed to help creative individuals, agencies, and distributed enterprise teams ship content faster. It positions itself as the "easy way" to manage feedback across video, audio, PDFs, and images.

## Voice principles
*   **Action-Oriented:** Uses strong verbs like "Ship," "Cut," and "Keep moving" to emphasize speed and productivity.
*   **Accessible:** Employs simple, plain-English descriptions (e.g., "The easy way") to ensure the tool feels approachable rather than overly technical.
*   **Empathetic:** Acknowledges the creative struggle (e.g., "He knew what you know: getting creative [feedback is hard]") to build a connection with the user.
*   **Scalable:** Shifts seamlessly from casual encouragement for individuals to high-level corporate terminology for enterprise "Org-level" needs.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-energy and results-driven. Focuses on speed and efficiency. |
| Brand Story | Narrative and legendary. Uses warmer, more personal language. |
| Pricing/Plans | Clear and structured. Uses descriptive labels to help users self-identify. |
| Enterprise Features | Formal and reassuring. Focuses on security, administration, and dedicated support. |

## Lexicon
- **Use:** Ship, Review cycles, Workflow, Enterprise-Ready, Unlimited, On the go, Distributed teams, Custom branding.
- **Avoid:** Not evident from captured copy (though the brand avoids overly dense technical jargon in favor of "easy" and "simple").

## Messaging do's and don'ts
*   **Do:** Emphasize the speed of delivery (e.g., "Ship better video, faster").
*   **Do:** Use the "Unlimited" value proposition for sharing and projects.
*   **Do:** Frame the product as a solution to a known creative pain point.
*   **Don't:** Use passive language; keep the focus on the user "moving" their projects forward.
*   **Don't:** Over-complicate the feature list; group them by user type (Individuals vs. Teams).

## Evidence
- "Ship better video, faster. Cut review cycles in half."
- "He knew what you know: getting creative [is hard]."
- "The easy way to share content for review."
- "Keep projects moving while on the go."
- "As legend has it, he was looking out the window..."