# Actualicese Brand Voice

> Professional, technical, and authoritative, acting as an indispensable toolkit for the Colombian accounting and legal professional.

## Positioning
Actualicese is a specialized knowledge platform and research library providing tools, training, and regulatory updates. It serves accountants, tax experts, and business owners who need to navigate the complexities of Colombian tax, labor, and financial regulations.

## Voice principles
*   **Technical and Precise:** Uses exact regulatory terminology and legal references without simplification.
*   **Resource-Oriented:** Focuses on the utility of the content, emphasizing "how-to" tools like liquidators, templates, and guides.
*   **Urgent and Current:** Highlights deadlines, new laws, and "the most awaited" updates to maintain relevance in a fast-changing regulatory environment.
*   **Comprehensive:** Positions itself as an "immense library" with "unrestricted access," suggesting total coverage of the professional field.

## Tone by context
| Context | Tone |
|---|---|
| Educational (Conferences/Guides) | Analytical and pedagogical, focusing on avoiding errors and solving practical cases. |
| Product/Shop (Subscriptions) | Confident and superlative, emphasizing value and completeness (e.g., "The most complete plan"). |
| Technical Tools (Liquidators/Excel) | Functional and instructional, focusing on the specific output of the tool. |
| News/Updates | Alert-driven and timely, focusing on specific circulars, laws, and dates. |

## Lexicon
- **Use:** Liquidador, Casos prácticos, Papeles de trabajo, Información exógena, Retención en la fuente, Normatividad, Suscripción Oro/Platino, Material premium, Base de conocimiento.
- **Avoid:** Generic business jargon, overly casual slang, or vague financial advice that lacks regulatory backing.

## Messaging do's and don'ts
*   **Do:** Reference specific law numbers, decrees, or official forms (e.g., Formulario 210, Circular 0049).
*   **Do:** Use brackets to categorize content types like [Conferencia], [Liquidador], or [Guía].
*   **Do:** Emphasize the practical application of knowledge through Excel tools and macros.
*   **Don't:** Use ambiguous language; always specify if a topic refers to "personas naturales" or "personas jurídicas."
*   **Don't:** Over-promise without mentioning the specific tax year or relevant regulation.
*   **Don't:** Use a passive voice when describing a professional's need to stay updated.

## Evidence
- "Nuestra inmensa biblioteca de investigación"
- "El plan más completo"
- "[Liquidador] Excel del formulario 210 para la declaración de renta"
- "Rentas de trabajo sin enredos: caso práctico paso a paso"
- "Reducción de la jornada laboral 2026: reglas y aplicación"
- "El correo más esperado"