# Scrawlr Brand Voice

> Conversational, community-driven, and informal with a focus on shared interests and real-time reactions.

## Positioning
Scrawlr is a social community platform for users to follow specific topics, share content, and engage in casual discourse. It serves as a hub for interest-based discussion ranging from pop culture and music to product reviews and feature requests.

## Voice principles
* **Conversational:** Use natural, everyday language including slang and informal punctuation.
* **Inquisitive:** End marketing and community prompts with open questions to encourage participation.
* **Direct:** State actions and categories plainly without unnecessary fluff or corporate jargon.
* **Relatable:** Adopt the tone of the user base by mirroring casual speech patterns and enthusiast energy.

## Tone by context
| Context | Tone |
|---|---|
| Onboarding/Hero | Welcoming and instructional. |
| Community Feed | High-energy, opinionated, and informal. |
| Navigation/UI | Functional, clear, and brief. |
| Error States | Neutral and matter-of-fact. |
| Feedback/Support | Open and receptive. |

## Lexicon
- **Use:** Community, Topics, Interests, GOAT, underrated, "What are your thoughts?", "Keep up with".
- **Avoid:** Professional networking terminology, formal greetings, overly technical specifications (unless in a review context).

## Messaging do's and don'ts
* **Do:** Use exclamation points to show excitement in community posts.
* **Do:** Use lowercase or "internet speak" where it feels natural to the topic (e.g., "brawlr").
* **Do:** Frame headlines as invitations to join or participate.
* **Don't:** Use overly complex metaphors; stick to the subject matter.
* **Don't:** Be overly apologetic in error states; state the problem and move on.
* **Don't:** Use "Corporate-speak" when asking for feedback or feature requests.

## Evidence
* "Join the Scrawlr community" (Welcoming/Direct)
* "All I know is my GOAT J.Cole keeps loosing" (Relatable/Slang)
* "What are your thoughts?" (Inquisitive)
* "The page you're looking for doesn't exist" (Direct Error State)
* "brawler more like brawlr" (Informal/Playful)
* "Keep up with topics you're interested in" (Functional/Instructional)