# Zengo Brand Voice

> Bold, secure, and utility-driven, focusing on absolute reliability and ease of access.

## Positioning
Zengo is a highly secure crypto wallet for individuals and businesses that eliminates traditional vulnerabilities like seed phrases. It positions itself as the "unhackable" gateway for buying, swapping, and managing digital assets with institutional-grade protection.

## Voice principles
- **Defiant:** Uses provocative, high-stakes language to emphasize security superiority.
- **Functional:** Focuses on specific actions (Buy, Sell, Swap, Get Paid) and supported integrations.
- **Reassuring:** Emphasizes permanence and recovery to alleviate the fear of losing assets.
- **Direct:** Uses short, punchy sentences that state facts without fluff or complex jargon.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and authoritative: focuses on the "Never hacked" track record. |
| Product Features | Action-oriented: lists specific payment methods and supported coins. |
| Security/Technical | Serious and protective: highlights the removal of vulnerabilities. |
| Business/B2B | Professional and enabling: focuses on accepting payments and treasury. |

## Lexicon
- **Use:** Never hacked, Always recoverable, Hackers hate us, Trusted by millions, No documents required, Joining forces, Secure your future.
- **Avoid:** Vulnerable seed phrases, complex onboarding, "maybe", "try", "experimental".

## Messaging do's and don'ts
- **Do:** Use absolute terms like "Never" and "Always" when discussing security and recovery.
- **Do:** List specific payment providers (Apple Pay, PayPal, Stripe) to ground the tech in reality.
- **Do:** Frame security as a competitive advantage against hackers.
- **Don't:** Use passive voice; use active verbs like "Accept," "Buy," and "Get Paid."
- **Don't:** Focus on the "crypto-bro" culture; focus on the utility for individuals and businesses.
- **Don't:** Mention seed phrases without highlighting their vulnerability.

## Evidence
- "Never hacked. Security trusted by millions."
- "Hackers hate us."
- "Always recoverable."
- "The most secure way to buy, swap, and manage crypto."
- "Over $250 billion in crypto has been lost (to seed phrase wallets)."