# Mapstr Brand Voice

> Mapstr is an encouraging and practical companion that helps users curate their own world with ease and confidence.

## Positioning
Mapstr is a personal mapping and social discovery tool for individuals who want to organize their favorite places and explore new ones. It positions itself as the solution to digital clutter (lost notes and screenshots) by offering a central, private, and customizable space for "good addresses."

## Voice principles
*   **Empowering:** Uses the imperative mood (Explorez, Découvrez, Enregistrez) to encourage users to take ownership of their discoveries.
*   **Personal:** Frequently uses "you" and "your" (votre, vos, vous) to emphasize that the experience is tailored to the individual's unique tastes.
*   **Practical:** Focuses on solving everyday frustrations like forgetting an address or losing a note at the bottom of a phone.
*   **Trustworthy:** Maintains a clear and protective stance on privacy while highlighting a large, active community and expert endorsements.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-energy and aspirational. Focuses on freedom and exploration. |
| Feature Descriptions | Functional and benefit-driven. Focuses on simplicity and "no more" pain points. |
| Trust/Privacy | Serious and reassuring. Uses direct statements about control and safety. |
| Error States | Minimal and neutral (e.g., "Page introuvable"). |

## Lexicon
- **Use:** Vos adresses, mémoriser, explorer, unique, quotidien, pépites, bonnes adresses, inspirer, en toute confiance, vie privée.
- **Avoid:** Not evident from captured copy (though the brand avoids overly technical "GIS" or "GPS" jargon in favor of lifestyle language).

## Messaging do's and don'ts
*   **Do:** Emphasize the transition from chaos (notes, screenshots) to organization.
*   **Do:** Highlight the "expert" and "community" aspect to provide social proof.
*   **Do:** Remind the user that they are in control of their data and privacy.
*   **Don't:** Use complex technical language about mapping technology.
*   **Don't:** Sound restrictive; emphasize that the user can explore "their own way."
*   **Don't:** Forget to mention the social/sharing aspect as a "social network of good addresses."

## Evidence
*   "Explorez le monde à votre manière"
*   "Fini les notes au fond du téléphone qu’on n’ouvre jamais"
*   "Vous êtes unique, votre carte l’est forcément aussi !"
*   "Gardez le contrôle de votre vie privée"
*   "Le réseau social de partage des bonnes adresses"