# Awam Brand Voice

> Professional yet high-spirited, combining technical authority with a welcoming, community-focused personality.

## Positioning
Awam is a multi-disciplinary digital agency (Strategy, Design, Development, Training) that balances technical expertise in CMS and growth marketing with a human-centric "Amazing Mood" culture.

## Voice principles
*   **Vibrant:** Uses energetic, welcoming language and emojis to signal a positive agency culture.
*   **Expert:** Demonstrates deep technical knowledge through specific terminology and comparative analysis.
*   **Direct:** Uses short, punchy phrases and imperative verbs to drive action and clarity.
*   **Human-centric:** Highlights the people behind the tech, focusing on team longevity, gender diversity, and social events.

## Tone by context
| Context | Tone |
|---|---|
| Hero / Headlines | Punchy and rhythmic. Often uses short fragments ending in periods. |
| Technical Blog | Authoritative and opinionated. Uses "vs" frameworks and specific tool names. |
| Social / Culture | Playful and informal. Uses puns (AWA’fter work) and conversational French (késako). |
| Call to Action | Welcoming and personal. Focuses on the meeting rather than the transaction. |

## Lexicon
- **Use:** Mood, Expertises, Spécialités, Pérennité, Rencontons-nous, "Le combat !", "Késako ?", "Vive [X]".
- **Avoid:** Not evident from captured copy (though the brand avoids overly stiff, corporate jargon in favor of "Amazing Mood").

## Messaging do's and don'ts
*   **Do:** Use punctuation for emphasis (e.g., "Webflow, un CMS et plus encore !").
*   **Do:** Reference specific technical stacks like PrestaShop, Varnish, and Webflow to anchor expertise.
*   **Do:** Mix English "power words" (Growth, Mood, Christmas) with French prose.
*   **Don't:** Be afraid to take a stance on technology (e.g., "Webflow VS Wordpress").
*   **Don't:** Hide the team; mention specific names and internal milestones like "Awam a 10 ans".

## Evidence
*   "Agency With an Amazing Mood 👋" (Vibrant/Human-centric)
*   "Webflow VS Wordpress : le combat !" (Expert/Direct)
*   "Le Growth Marketing, késako ?" (Informal/Playful)
*   "Stratégie. Design. Développement. Formation." (Direct/Rhythmic)
*   "A vos marques, prêts, positionnez !" (Energetic/Action-oriented)