# Refined Brand Voice

> Professional, empowering, and clear, focusing on the transformation of complex tools into beautiful, user-friendly experiences.

## Positioning
Refined provides site-building and UX apps for organizations using the Atlassian stack (Jira and Confluence). It is designed for businesses that need to turn technical environments into branded, accessible intranets and help desks.

## Voice principles
*   **Transformative:** Uses active verbs to describe the shift from "complex" or "boring" to "beautiful" and "engaging."
*   **Empowering:** Focuses on what the user can achieve, build, and deliver rather than just listing technical features.
*   **Clear:** Uses simple, direct language to explain technical concepts like ITSM, macros, and navigation.
*   **Collaborative:** Emphasizes partnership, shared knowledge, and community through its global network and internal values.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and aspirational: focuses on "delivering more" and "changing the face" of software. |
| Product Features | Functional and benefit-driven: explains exactly how a tool "simplifies" or "organizes" work. |
| Testimonials | Enthusiastic and validating: uses social proof to highlight "best in class" results. |
| Recruitment/Culture | Human and value-oriented: emphasizes "thriving," "inclusion," and "looking after each other." |

## Lexicon
- **Use:** Branded, beautiful, simplify, engage, empower, seamless, "best in class," "UI upgrade," "digestible," "context."
- **Avoid:** Clunky, technical jargon (without context), "boring," "complex" (unless describing what is being fixed).

## Messaging do's and don'ts
*   **Do:** Focus on the end-user experience (e.g., "sites your users will love").
*   **Do:** Use the word "branded" to emphasize customization and professional identity.
*   **Do:** Highlight the ease of use for non-technical stakeholders (e.g., "simply," "make it easier").
*   **Don't:** Focus solely on the backend; always tie a feature back to the "UX."
*   **Don't:** Use passive language; lead with actions like "Build," "Create," and "Deliver."
*   **Don't:** Ignore the Atlassian ecosystem; position Refined as the essential "upgrade" to that stack.

## Evidence
*   "We turn complex Atlassian tools into beautiful, easy-to-use sites."
*   "Custom sites your users will love."
*   "Give Confluence a UI upgrade."
*   "Come change the face of business software."
*   "We simplify business software so organizations can communicate better."