# Everyware Brand Voice

> Professional, functional, and efficient, focusing on the intersection of communication and commerce.

## Positioning
Everyware is an end-to-end payment and two-way messaging solution for businesses across various industries. It positions itself as a versatile tool that transforms business operations by combining identity, messaging, and flexible payment options.

## Voice principles
- **Functional:** Focuses on what the product does and how it integrates, using clear technical and business terms.
- **Direct:** Uses short, declarative sentences that prioritize clarity over cleverness.
- **Enabling:** Emphasizes the power and flexibility given to the user to "transform" or "choose" their own path.
- **Structured:** Organizes information through lists and clear hierarchies to demonstrate comprehensive coverage.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and solution-oriented. Focuses on "end-to-end" results. |
| Pricing | Transparent and modular. Uses clear "starting at" and "what's included" language. |
| Product Features | Technical and precise. Uses industry-standard terms like API, iFrame, and 10DLC. |
| Status/Maintenance | Polite and temporary. Uses "refurbishing" to describe updates. |

## Lexicon
- **Use:** End-to-end, versatile, transform, two-way communication, pay-by-text, cornerstone, seamless, robust, power of.
- **Avoid:** Not evident from captured copy (the brand avoids slang and overly casual greetings).

## Messaging do's and don'ts
- **Do:** Highlight the combination of "Messaging + Payments + Identity."
- **Do:** Use active verbs like "Accept," "Discover," "Invoice," and "Collect."
- **Do:** Mention specific industry sectors (Healthcare, Retail, Automotive) to show versatility.
- **Don't:** Use flowery or abstract metaphors; stick to the utility of the software.
- **Don't:** Focus solely on payments; always link back to the communication/texting aspect.

## Evidence
- "End-to-End Payment Solution" (Functional/Direct)
- "Use the power of two-way texting to collect" (Enabling)
- "Messaging + Payments + Identity" (Structured/Direct)
- "We are currently refurbishing this area" (Polite/Professional)
- "Everyware delivers versatile payment solutions" (Positioning)