# WealthCounsel Brand Voice

> Professional, authoritative, and community-driven: the voice of an expert peer.

## Positioning
WealthCounsel is a comprehensive legal software and community provider built by attorneys for attorneys. It serves estate planning, elder law, and business law practitioners by providing drafting tools, education, and practice management resources.

## Voice principles
*   **Peer-to-Peer:** Uses the language of the legal profession to establish immediate credibility and shared experience.
*   **Authoritative:** Communicates with the confidence of a market leader and "flagship" provider.
*   **Empowering:** Focuses on the attorney's ability to practice "their way" and "transform" their practice.
*   **Clear and Functional:** Prioritizes clarity in describing complex legal workflows and software capabilities.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold, mission-driven, and focused on the "Advantage." |
| Product Descriptions | Descriptive and feature-forward, emphasizing "guided" and "interactive" tools. |
| Error States (404) | Self-aware and professional, explicitly avoiding "hilarious" or distracting humor. |
| Community/Events | Welcoming, inclusive, and focused on "OneTeam" and "like-minded professionals." |

## Lexicon
- **Use:** Practice, transform, flagship, comprehensive, superior, guided, interactive, like-minded, nationwide community, excellence.
- **Avoid:** "Hilarious" (specifically in errors), generic "users" (prefer "attorneys" or "members"), overly casual slang.

## Messaging do's and don'ts
*   **Do:** Emphasize that the product is built "By Attorneys, For Attorneys."
*   **Do:** Use the "Docx" suffix when referring to specific software modules (Wealth Docx, Elder Docx).
*   **Do:** Highlight the dual value of software and community/membership.
*   **Don't:** Use humor in technical or error contexts that might undermine professional reliability.
*   **Don't:** Focus solely on the software; always tie it back to the "practice" and the "attorney."

## Evidence
- "By Attorneys, For Attorneys" (Peer-to-peer positioning)
- "Our flagship software, enables you to efficiently create..." (Authoritative/Functional)
- "What’s worse, a hilarious 404 page cannot..." (Professionalism in error states)
- "Our culture is defined by a single word: Excellence." (Brand values)
- "Practice Your Way" (Empowering)