# Supabase Brand Voice

> Supabase sounds like a highly capable engineer who values speed, open-source principles, and tools that "just work."

## Positioning
Supabase is the Postgres development platform designed for developers and fast-growing companies. It provides a suite of open-source tools—including databases, auth, and storage—that allow teams to start projects instantly and scale to enterprise levels.

## Voice principles
*   **Action-Oriented:** Uses strong imperative verbs to emphasize speed and ease of use.
*   **Technical but Accessible:** Uses precise industry terminology (Postgres, RLS, Materialized Views) while maintaining a lightweight, "fun" feel.
*   **Modular:** Emphasizes flexibility by highlighting that products can be used individually or as a complete platform.
*   **Community-Centric:** Leans on developer social proof and open-source transparency to build trust.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold, aspirational, and focused on the "weekend to millions" growth trajectory. |
| Feature Descriptions | Functional and benefit-driven, focusing on what the developer can "add" or "write." |
| Social Proof/Community | Enthusiastic, informal, and validating (e.g., "just wow," "it's fun"). |
| Templates/Starters | Practical and instructional, focused on "kickstarting" and "getting started." |

## Lexicon
- **Use:** Build, scale, instant, kickstart, empower, "best of breed," "full Postgres," "start in seconds," "without leaving the dashboard."
- **Avoid:** Not evident from captured copy (though the copy avoids corporate jargon like "synergy" or "digital transformation").

## Messaging do's and don'ts
*   **Do:** Use "Build in a weekend, scale to millions" as the primary value proposition.
*   **Do:** Mention "Postgres" frequently to anchor the product in a trusted technology.
*   **Do:** Highlight the "open source" nature of the platform as a core value.
*   **Don't:** Use passive voice; always focus on what the developer is doing (e.g., "Add user sign ups" vs "User sign ups can be added").
*   **Don't:** Over-complicate the setup process; emphasize that it is "easy as a spreadsheet."

## Evidence
- "Build in a weekend, scale to millions" (Hero headline)
- "Every project is a full Postgres database" (Product clarity)
- "Easy as a spreadsheet" (Simplicity/Accessibility)
- "Open source from day one" (Core value)
- "Kickstart your next project with templates" (Action-oriented)
- "It’s fun, feels lightweight, and really fast" (Community sentiment)