# Miter Brand Voice

> Confident, practical, and mission-driven, speaking directly to the needs of modern contractors.

## Positioning
Miter is the connected construction platform and modern operating system for contractors. It centralizes HR, finance, and operations to help construction companies build with confidence, control job costs, and prioritize people over paperwork.

## Voice principles
* **Action-oriented:** Lead with strong imperative verbs like Build, Connect, Prioritize, and Accelerate.
* **Pragmatic:** Focus on concrete outcomes like saving time, reducing paperwork, and controlling costs.
* **Supportive:** Emphasize partnership, high-touch service, and accessible homegrown support.
* **Mission-driven:** Frame the software as a tool to help fix industry challenges and build a better world.

## Tone by context
| Context | Tone |
|---|---|
| Marketing hero | Bold, direct, and outcome-focused. |
| Feature descriptions | Clear, practical, and list-oriented. |
| Support/Service | Reassuring, premium, and accessible. |
| Error states | Lighthearted but clear (e.g., "Oops, it’s a missing piece"). |
| Company mission | Urgent, visionary, and empathetic to industry stakes. |

## Lexicon
* **Use:** Connected, platform, contractors, build, confidence, missing piece, high-touch, homegrown, infrastructure, workforce.
* **Avoid:** Generic tech jargon, overly academic language, passive voice.

## Messaging do's and don'ts
**Do:**
* Focus on the people doing the work (contractors, workforce, teams).
* Highlight speed and efficiency (minutes not weeks, faster, less work).
* Use simple, declarative sentences.
* Highlight local, premium service (US-based, white glove).

**Don't:**
* Overcomplicate the technology or use abstract software terms.
* Sound like a generic tech startup disconnected from the physical world.
* Use passive voice when describing actions or benefits.

## Evidence
* "The connected construction platform"
* "Build with confidence."
* "Prioritize your people over paperwork."
* "Get answers in minutes, not weeks."
* "White glove service"
* "Oops, it’s a missing piece"
* "We live in a time of extraordinary techn[ology]"
* "Meanwhile, the stakes couldn’t be higher"
* "Homegrown support."