# StackBlitz Brand Voice

> Technical, confident, and high-velocity.

## Positioning
StackBlitz is a browser-based development platform for frontend and product teams. It provides an instant, secure environment that replaces local and legacy cloud IDEs with WebContainer technology.

## Voice principles
*   **Direct:** Uses short, declarative sentences that focus on speed and immediate action.
*   **Technical:** Employs precise engineering terminology (compute, WebContainers, API, NPM registries) without over-explanation.
*   **Comparative:** Positions itself clearly against "local" or "legacy" solutions to highlight modern advantages.
*   **Efficiency-oriented:** Focuses heavily on time-saving and the removal of friction in the development process.

## Tone by context
| Context | Tone |
|---|---|
| Marketing hero | Bold and visionary. Focuses on the "how" of modern work. |
| Pricing | Simple and transparent. Uses additive logic (Everything in X and...). |
| Technical/Product | Precise and performance-focused. Emphasizes security and speed. |
| Error states | Helpful but brief. Acknowledges the issue and suggests a cause. |

## Lexicon
- **Use:** Working web apps, browser-based, compute, legacy, secure, speed up, instant, collaborate, local.
- **Avoid:** "Cloud-based" (when referring to itself), slow, setup, configuration, manual.

## Messaging do's and don'ts
*   **Do:** Emphasize that everything happens "inside your browser."
*   **Do:** Use active verbs like "Turn," "Build," "Speed up," and "Connect."
*   **Do:** Highlight the collaborative nature between product and engineering teams.
*   **Don't:** Use fluff or marketing jargon that obscures the technical reality of the product.
*   **Don't:** Refer to the platform as a standard "online IDE" without qualifying how it differs from legacy versions.
*   **Don't:** Over-apologize in error states; keep the focus on the potential bug or move.

## Evidence
- "Turn text into working web apps."
- "Faster and more secure than local."
- "With StackBlitz, all compute occurs inside your browser."
- "Simple, transparent pricing."
- "Legacy cloud-based IDEs run on remote servers."
- "The page may have been moved or deleted, or it may never have existed."