# Karming Brand Voice

> Karming is a helpful, efficient, and accessible partner that speaks with a direct and encouraging tone.

## Positioning
Karming is a digital loyalty club solution designed for all types of retail stores. It positions itself as a fast, "smart" alternative that allows smaller businesses to compete with large chains through quick setup and simple management.

## Voice principles
- **Efficient:** Focuses on speed and ease of use, emphasizing how little time is required to see results.
- **Supportive:** Uses a warm, guiding tone that positions the brand as an available resource for the customer.
- **Direct:** Uses clear, imperative verbs and straightforward questions to move the user forward.
- **Pragmatic:** Provides concrete advice and "proven" methods rather than abstract marketing fluff.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-energy and benefit-driven, focusing on speed and inclusivity. |
| Customer Support | Personal and available, using phrases like "vi finns till hands" (we are at hand). |
| Search/Empty States | Helpful and instructional, offering specific tips to fix the issue. |
| Blog/Education | Authoritative yet conversational, using experience-based evidence. |

## Lexicon
- **Use:** Smart, kundklubb, komma igång, beprövade, till hands, snabbt och smidigt.
- **Avoid:** Komplicerat, svårt, tidskrävande (Not evident from copy, but inferred by the focus on "4 minutes").

## Messaging do's and don'ts
- **Do:** Emphasize how quickly a user can start (e.g., "bara 4 minuter").
- **Do:** Use inclusive language that welcomes "all" stores.
- **Do:** Provide actionable tips when a user encounters an error or empty result.
- **Don't:** Use overly formal or distant language; stay approachable.
- **Don't:** Leave the user without a next step; always offer to "reda ut" (sort out) questions.

## Evidence
- "Smart kundklubb för alla butiker" (Inclusivity and intelligence).
- "Det tar bara 4 minuter att komma igång" (Efficiency and speed).
- "Vi finns till hands för att reda ut alla frågor" (Supportive and personal).
- "4 beprövade sätt att få folk att komma" (Pragmatic and evidence-based).
- "Hittade inga inlägg Tyvärr... Prova liknande sökord" (Helpful guidance in errors).