# vellum.ai Brand Voice

> Personal, efficient, and utility-driven with a hint of playful personification.

## Positioning
Vellum is a persistent, open-source AI memory layer and personal assistant designed to help individuals become "AI-native." It is positioned as a private, always-on alternative to general LLMs that learns specific user preferences and goals over time.

## Voice principles
*   **Utility-First:** Focuses on speed and tangible outcomes like setup times and task counts.
*   **Personal:** Uses second-person ("you", "your") to frame the AI as a dedicated partner rather than a tool.
*   **Transparent:** Clearly explains technical concepts like credits, machine sizes, and data privacy without jargon.
*   **Whimsical:** Occasionally uses personification and light humor to soften the technical nature of the product.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold, aspirational, and outcome-oriented. |
| Feature Lists | Direct, benefit-driven, and comparative. |
| Pricing/FAQ | Helpful, clear, and structured. |
| Error States | Playful and apologetic (e.g., "Oops, you're lost!"). |

## Lexicon
- **Use:** Personal AI, AI layer, AI-native, 10x yourself, persistent memory, busywork, "meets you where you are."
- **Avoid:** Bot, chatbot, LLM (when referring to the product), generic "productivity tool."

## Messaging do's and don'ts
*   **Do:** Emphasize that the AI "remembers" and "learns" unlike competitors.
*   **Do:** Highlight the speed of getting started (e.g., "< 30 second setup").
*   **Do:** Use active verbs to describe the AI's work (e.g., "Scanned," "Flagged," "Drafted").
*   **Don't:** Use overly complex technical jargon without defining it in the FAQ.
*   **Don't:** Sound robotic; treat the assistant as a "who" rather than a "what."
*   **Don't:** Over-promise; use realistic examples of email triage and scheduling.

## Evidence
- "The AI layer for your life"
- "Unlike ChatGPT or Claude, it remembers you"
- "Scanned 47 emails overnight. Flagged 3 that need your input."
- "How to become AI-native and 10x yourself"
- "This page wandered off somewhere. Even our AI couldn't find it."