# TexAgs Brand Voice

> Informative, community-driven, and hyper-focused on the Texas A&M athletic ecosystem.

## Positioning
TexAgs is an independent media and community platform dedicated to Texas A&M sports and recruiting. It serves as the primary hub for Aggie fans to access news, premium analysis, and peer-to-peer discussion.

## Voice principles
*   **Direct:** Uses short, punchy headlines and labels to convey information quickly.
*   **Insular:** Employs specific Texas A&M and SEC terminology without explanation, assuming a high level of audience knowledge.
*   **Active:** Favors present-tense verbs and urgent calls to action for news and recruiting updates.
*   **Community-Centric:** Highlights user-generated content and community interactions alongside professional reporting.

## Tone by context
| Context | Tone |
|---|---|
| News Headlines | Objective, urgent, and factual. |
| Premium/Subscription | Exclusive and value-oriented. |
| Community/Chat | Informal, conversational, and energetic. |
| Navigation/Utility | Functional, brief, and categorical. |

## Lexicon
*   **Use:** Commits, Offers, Standings, Premium, Aggieland, Recruiting, Live, Post of the Day, Rewind.
*   **Avoid:** Generic sports terms when specific A&M or SEC terms apply. (e.g., use "Aggieland" or "SEC" instead of "the region" or "the conference").

## Messaging do's and don'ts
*   **Do:** Use specific athlete names and recruitment status (e.g., "ATH Errol Kerns III commits").
*   **Do:** Emphasize the "Live" and "Premium" aspects of the coverage.
*   **Do:** Use community-specific shorthand like "A&M" and "SEC".
*   **Don't:** Use flowery or overly descriptive prose; stick to the facts of the game or the recruitment.
*   **Don't:** Over-explain common sports acronyms or local geography.
*   **Don't:** Use passive voice in headlines (e.g., use "Griffen leads" instead of "The team was led by Griffen").

## Evidence
*   "2027 San Antonio Roosevelt OT Kaeden Scott commits to Texas A&M" (Direct/Specific)
*   "Trending stories around Aggieland" (Insular/Community)
*   "TexAgs Live" and "Premium Feed" (Contextual Tone)
*   "Pass It Back" (Cultural reference to A&M traditions)
*   "Double it! 24 teams..." (Energetic/Conversational)