# Reach Brand Voice

> Reach is a confident, modular, and pragmatic partner that prioritizes efficiency and technical compatibility.

## Positioning
Reach provides merchant of record infrastructure for global digital and retail brands. It allows businesses to scale internationally by assuming legal liability and localizing transactions without requiring them to change their existing software stack.

## Voice principles
*   **Modular:** Emphasize flexibility and the ability to fit into existing systems rather than replacing them.
*   **Direct:** Use short, punchy sentences that focus on results like increased authorization rates and lower fees.
*   **Empowering:** Position the service as a way to "unlock" revenue and "reach" new markets without the burden of new entities.
*   **Pragmatic:** Focus on the "how" of global commerce (liability, tax, compliance) with a no-nonsense approach to costs.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and outcome-oriented. Focuses on keeping what you have while getting more. |
| Product Features | Technical and descriptive. Uses industry terms like "local acquiring" and "PSP." |
| Pricing | Transparent and low-friction. Emphasizes the absence of hidden costs. |
| Error States | Helpful and navigational. Uses a light nautical metaphor (e.g., "back on course"). |

## Lexicon
- **Use:** Keep your stack, modular by design, merchant of record, local processing, transfer the liability, unlock global revenue, legal reseller.
- **Avoid:** Migration (in a positive sense), replacement, workarounds, fixed fees, monthly minimums.

## Messaging do's and don'ts
*   **Do:** Emphasize that customers won't notice a change in their checkout experience.
*   **Do:** Highlight the ability to manage global sales without creating new legal entities.
*   **Do:** Use specific geographic comparisons to illustrate localization (e.g., Syracuse to Sydney).
*   **Don't:** Suggest that the user needs to abandon their preferred tools or CRMs.
*   **Don't:** Use overly flowery or vague marketing "fluff." Stick to infrastructure and revenue.
*   **Don't:** Frame the merchant of record model as a complex hurdle; frame it as a "legal reseller" solution.

## Evidence
- "Sell globally, keep your stack."
- "Modular by design."
- "Make Syracuse as local as Sydney."
- "No fixed fees. No monthly minimums."
- "Reach assumes legal responsibility for the transaction."
- "Let's get you back on course."