# Incident Brand Voice

> Pragmatic, high-velocity, and human-centric.

## Positioning
Incident is an all-in-one AI platform for on-call and incident management designed for fast-moving engineering teams. It positions itself as a modern, effortless alternative to slow, outdated legacy tools like PagerDuty.

## Voice principles
*   **Action-Oriented:** Uses strong verbs and short sentences to mirror the urgency of incident response.
*   **Empathetic:** Acknowledges the stress of engineering work (e.g., "nobody likes getting paged") with a supportive, human tone.
*   **Technically Confident:** Speaks directly to engineers and SREs using their language without unnecessary fluff or corporate jargon.
*   **Transparent:** Uses plain, honest language about failure, treating incidents as inevitable rather than shameful.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold, provocative, and high-energy. |
| Feature Descriptions | Practical, benefit-driven, and focused on efficiency. |
| Customer Testimonials | Validating, transformative, and peer-to-peer. |
| Product Value Props | Reliable, "rock-solid," and technically grounded. |

## Lexicon
- **Use:** Fast-moving, effortless, end-to-end, "in the loop," rock-solid, "right people in the room," record time, automated, human, "break things."
- **Avoid:** Slow, outdated, manual, barrier, chaos, complex (not evident, but implied by "effortless").

## Messaging do's and don'ts
*   **Do:** Emphasize speed and the removal of barriers to resolution.
*   **Do:** Frame AI as a collaborative partner (e.g., "resolves incidents like your best engineer").
*   **Do:** Use "we" and "you" to create a sense of shared engineering culture.
*   **Don't:** Use overly formal or "enterprise" language that feels slow or bureaucratic.
*   **Don't:** Hide from the reality of system failure; embrace that "things go wrong."

## Evidence
- "Move fast when you break things"
- "On-call designed for humans—effortless scheduling"
- "Things go wrong. All the time."
- "Built on rock-solid foundations"
- "AI SRE resolves incidents like your best engineer"
- "Every barrier to leaving PagerDuty - removed"