# Vercel Brand Voice

> Confident, technical, and high-velocity, focusing on the immediate transition from code to production.

## Positioning
Vercel is the AI Cloud platform for developers and enterprises to build, scale, and secure high-performance web products. It provides framework-defined infrastructure that automates the deployment process from a single git push.

## Voice principles
*   **Action-Oriented:** Uses strong, punchy verbs like Ship, Deploy, and Deliver to emphasize speed and results.
*   **Technical but Accessible:** Uses precise industry terminology (Composable Commerce, Multi-tenant, TLS/SSL) without unnecessary fluff.
*   **Efficient:** Sentences are short and declarative, mirroring the "seconds, not minutes" value proposition of the product.
*   **Uncompromising:** Positions speed, security, and performance as non-negotiable defaults rather than trade-offs.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and visionary. Focuses on the "AI Cloud" and global scale. |
| Product Features | Functional and authoritative. Explains "Framework-Defined Infrastructure" with clarity. |
| Pricing | Transparent and controlled. Focuses on "no wasted spend" and "staying in control." |
| Calls to Action | Direct and urgent. Uses "Start Deploying" or "Deploy in seconds." |

## Lexicon
- **Use:** Ship, Deploy, Deliver, AI Cloud, Framework-Defined Infrastructure, Git push, Global, Secure by default, Composable, Effortlessly.
- **Avoid:** "Easy to use" (prefers "Effortless"), "Hosting" (prefers "Cloud" or "Infrastructure"), "Slow" (prefers "Latency-free" or "Fast").

## Messaging do's and don'ts
*   **Do:** Emphasize the speed of the workflow (e.g., "in seconds," "every push").
*   **Do:** Connect code directly to infrastructure (e.g., "From code to infrastructure in one git push").
*   **Do:** Highlight the "Managed" nature of the service to show value (e.g., "Automatic HTTPS," "Zero-config").
*   **Don't:** Use passive voice; the developer or the platform should always be the active subject.
*   **Don't:** Focus on the process of configuration; focus on the outcome of the deployment.
*   **Don't:** Use flowery metaphors; stick to the "Cloud," "Edge," and "Infrastructure" reality.

## Evidence
- "Ship 26 is coming to 5 cities"
- "Build and deploy on the AI Cloud."
- "Your product, delivered."
- "From code to infrastructure in one git push."
- "Deploy your first app in seconds."
- "Scale your app. Control your costs."
- "Ultra-fast, secure by default global app delivery."