# Wizer Brand Voice

> Fast, approachable, and human-centric security training that prioritizes ease of use over technical jargon.

## Positioning
Wizer provides human-made security awareness training and AI-powered phishing simulations for organizations. It positions itself as a modern, agile alternative to traditional, rigid training platforms by focusing on speed and employee engagement.

## Voice principles
*   **Human-centric:** Focuses on the people behind the screens rather than just the technology.
*   **Agile:** Emphasizes speed and the ability to react "instantly" to new threats.
*   **Uncomplicated:** Uses simple language and conversational greetings to make security feel accessible.
*   **Direct:** Uses active verbs and clear benefits to explain features without "checking a box" fluff.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Energetic and urgent. Focuses on "AI Speed" and "Instant" results. |
| Product Features | Practical and helpful. Highlights "Easy Planning" and "Ready-made" content. |
| Error States | Casual and conversational. Uses "Oops!" to soften the technical failure. |
| Compliance/Legal | Professional and structured. Lists certifications (SOC 2, HIPAA) clearly. |

## Lexicon
- **Use:** Human-made, AI Speed, instantly, real-world, easy, "not a chore", behavior change, stories.
- **Avoid:** Mandatory, rigid, legacy, "checking a box", complex (unless referring to the threats themselves).

## Messaging do's and don'ts
*   **Do:** Use conversational greetings like "Hey" to introduce sections.
*   **Do:** Emphasize that training shouldn't feel like a "chore" or "work on your plate."
*   **Do:** Focus on the speed of deployment (minutes, not days).
*   **Don't:** Use overly formal or threatening language to describe security compliance.
*   **Don't:** Use passive voice; favor "Launch training" over "Training can be launched."
*   **Don't:** Focus solely on the "what" (features); always include the "why" (behavior change).

## Evidence
- "Security Awareness Training That Moves at AI Speed"
- "Security awareness training shouldn't feel like a chore."
- "Hey... Most platforms lock you into a fixed library. Wizer gives you both."
- "Oops! Something's not right!"
- "We focus on behavior change, not just 'checking a box.'"
- "All without adding more work to your plate."