# build.nvidia.com Brand Voice

> A technical, action-oriented guide that speaks with the authority of an industry leader and the utility of a toolbox.

## Positioning
An end-to-end development hub for AI builders. It provides developers with the models, agentic skills, and infrastructure blueprints needed to move from experimentation to application.

## Voice principles
- **Imperative:** Uses strong verbs to drive immediate action.
- **Technical:** Prioritizes precise nomenclature and model names over marketing fluff.
- **Efficient:** Uses short, punchy sentence structures to convey utility.
- **Empowering:** Focuses on what the user can build and control.

## Tone by context
| Context | Tone |
|---|---|
| Hero / Marketing | Direct and welcoming. Focuses on the starting point. |
| Feature Descriptions | Descriptive and functional. Explains the "what" and the "how." |
| Error States | Self-aware and light. Uses the brand's core subject matter (AI) for humor. |
| Technical Listings | Neutral and objective. Focuses on specifications and names. |

## Lexicon
- **Use:** Build, Inference, Endpoints, Agentic Skills, Blueprints, Playbooks, Workflows, Leading models, Pre-built.
- **Avoid:** "Easy," "Simple," "Magic," "Revolutionary" (Not evident from captured copy).

## Messaging do's and don'ts
- **Do:** Use active verbs like "Start," "Build," "Explore," and "Use."
- **Do:** Reference specific technical assets like "DGX Station" or "NemoClaw."
- **Do:** Emphasize the "how-to" aspect with terms like "step-by-step" and "code samples."
- **Don't:** Use passive voice or vague promises of "innovation."
- **Don't:** Hide the complexity of the models; list them by their full technical names.
- **Don't:** Be overly formal in error states; keep it relatable to the developer experience.

## Evidence
- "Start Building Your AI Here." (Imperative/Direct)
- "Use Inference Endpoints" / "Use Agentic Skills" (Action-oriented)
- "nvidianemotron-3-ultra-550b-a55b" (Technical precision)
- "Explore step-by-step playbooks" (Utility-focused)
- "Even AI can't find this page!" (Contextual humor)