# Tapclap Brand Voice

> Enthusiastic, adventurous, and inviting, using sensory language to spark curiosity and play.

## Positioning
Tapclap is a creator and publisher of casual mobile games that transport players to vibrant, escapist worlds. It targets a broad audience looking for relaxation, mystery, and creative fulfillment.

## Voice principles
- **Exclamatory:** Uses high energy and frequent exclamation points to build excitement.
- **Invitational:** Relies on direct questions and calls to action to pull the player into the narrative.
- **Sensory:** Employs evocative adjectives (sweet, seaside, hidden) to establish a strong sense of place.
- **Whimsical:** Embraces classic genre tropes (pirate slang, dream-building) to create a sense of fun.

## Tone by context
| Context | Tone |
|---|---|
| Game Introductions | Highly energetic, mysterious, and welcoming. |
| Marketing Prose | Persuasive and imaginative, focusing on the "dream" experience. |

## Lexicon
- **Use:** Discover, uncover, secrets, dream, exciting, journey, explore, expand, hidden.
- **Avoid:** Technical jargon, monetization terms, complex instructions, dry descriptions.

## Messaging do's and don'ts
- **Do:** Use direct addresses like "Can you...?" or "Do you love...?" to engage the reader.
- **Do:** Focus on the emotional reward (excitement, making dreams come true).
- **Do:** Use genre-specific flavor text (e.g., "Yo-ho-ho!") to set the scene.
- **Don't:** Use passive voice; keep the player as the active hero of the sentence.
- **Don't:** Be overly formal or corporate.
- **Don't:** Describe the mechanics without describing the magic or the setting.

## Evidence
- "Discover TropicVille! A forgotten seaside..."
- "Can you uncover the secrets hidden in the..."
- "Make your dream come true: build and expand..."
- "Needlework has never been so exciting..."
- "Yo-ho-ho! Do you love treasure, engaging..."