# Cooleaf Brand Voice

> Professional, outcome-oriented, and encouraging.

## Positioning
Cooleaf is an award-winning employee recognition and rewards platform designed for HR leaders. It focuses on creating real, lasting engagement through a simplified, technology-driven approach to workplace culture.

## Voice principles
*   **Empowering:** Uses active verbs to describe how the software enables HR leaders and employees to take action.
*   **Structured:** Organizes information into clear, benefit-driven lists to demonstrate ease of use.
*   **Credible:** References its parent company (ITA Group) and industry accolades to establish trust.
*   **Direct:** Uses simple, punchy sentences that focus on the immediate value of the software.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and authoritative, focusing on brand identity and parentage. |
| Feature Lists | Action-oriented and concise, using bulleted lists for readability. |
| Product UI (in image) | Personal and celebratory (e.g., "You've received a recognition!"). |

## Lexicon
- **Use:** Award-winning, real, lasting, engagement, recognize, celebrate, milestones, made easy.
- **Avoid:** Complex jargon, fluff, passive voice, "human resources" (prefers "HR leaders").

## Messaging do's and don'ts
*   **Do:** Emphasize the ease of implementation and use.
*   **Do:** Connect the software to tangible outcomes like "lasting engagement."
*   **Do:** Use "Connect," "Recognize," and "Reward" as primary action pillars.
*   **Don't:** Use overly technical language when describing analytics or dashboards.
*   **Don't:** Forget to mention the affiliation with ITA Group.
*   **Don't:** Use long, winding paragraphs; stick to short, impactful prose.

## Evidence
*   "Cooleaf is ITA Group's award-winning employee recognition and rewards software."
*   "Employee engagement made easy"
*   "Create real, lasting employee engagement for their organization."
*   "Connect your employees / Recognize anyone, anywhere / Reward great work"
*   "You've received a recognition!" (UI copy)