# Dovetail Brand Voice

> Confident, pragmatic, and outcome-driven, focusing on speed and evidence over intuition.

## Positioning
Dovetail is an AI-native customer intelligence platform. It helps product, research, and customer-facing teams turn fragmented qualitative feedback into verified, actionable insights at scale.

## Voice principles
- **Direct:** Short, punchy sentences that get straight to the point (e.g., "Faster decisions. Less guesswork.").
- **Evidence-based:** Focuses on concrete facts, data, and measurable outcomes rather than vague promises.
- **Modern:** Uses conversational tech phrasing (e.g., "vibes", "chat with your data") while maintaining enterprise credibility.
- **Action-oriented:** Emphasizes speed, automation, and moving from discovery to delivery.

## Tone by context
| Context | Tone |
|---|---|
| Marketing hero | Bold, catchy, and slightly provocative. |
| Feature descriptions | Practical, focused on speed, automation, and specific use cases. |
| Enterprise/Security | Serious, reassuring, and technical (e.g., "Built for trust at scale"). |
| Testimonials | Authentic, conversational, and focused on real-world impact. |

## Lexicon
- **Use:** facts, signals, customer intelligence, evidence, unstructured data, instant answers, verified, context, scale.
- **Avoid:** vibes, guesswork, gut feeling, intuition, silos.

## Messaging do's and don'ts
**Do:**
- Lead with concrete outcomes like time saved and ROI.
- Contrast verified data with guesswork or assumptions.
- Emphasize speed, automation, and ease of use.
- Use strong, active verbs (Build, Transform, Equip, Turn).

**Don't:**
- Use fluffy or overly academic research jargon.
- Write long, complex sentences that dilute the core message.
- Hedge claims (use definitive statements instead of "we might help").

## Evidence
- "Build with facts, not vibes"
- "Faster decisions. Less guesswork. Verified."
- "What once took weeks happens in minutes."
- "Turn unstructured, qualitative data into..."
- "Stop guessing what to build next."
- "Your AI native customer intelligence platform"