Default brand voice

contextactive owner: philip · updated 2026-11-14

Default brand voice

Company voice for all customer-facing copy across email, web, SMS, catalog, and ai-search. Placeholder-grade until formal brand guidelines land — refine via PR.

Scope

• voice — default for all channels

Rules / facts

• Plain, direct, no hype. Short sentences. Active voice.
• User/business language — no jargon, no internals, no technical framing (sourced from factory/ai-harness/TONE.md).
• Australian English spelling.
• No exclamation marks in transactional copy (receipts, notices, reminders).
• Never invent claims, stats, or testimonials — mark gaps [NEED: proof].
• Regulated products (lending): no misleading or deceptive conduct; claims must be supportable (Australian Consumer Law; see kb:spam-act-2003 for messaging rules).

Applies to

• copy/ entries across email, web, sms, catalog, ai-search

Sources

• factory/ai-harness/TONE.md
• TBD — formal brand guidelines