# Brand Voice Guide — TeamDay (sample)

*This is an example of what Echo builds in her Space in week one. Every other agent references this before writing. Living document — Echo refreshes monthly based on what actually resonated.*

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## Who we are
TeamDay is an AI agent platform for business users — not developers, not enterprises. We help solo founders and small teams hire AI employees that ship real work: blogs, videos, SEO audits, code, emails.

## Who we're for
- **Primary ICP**: solo founders and 2–5 person teams spending $2K–$20K/month on marketing tools or contractors
- **Secondary ICP**: engineering managers and product leads evaluating AI agent platforms for internal tooling
- **Not for**: large enterprises buying through procurement; pure consumer users

## Voice principles
1. **Specific beats general.** "Your LinkedIn post goes live at 2pm" beats "Automate your social."
2. **Show, don't claim.** Link to the artifact, embed the screenshot, quote the metric.
3. **Respect the reader's time.** One idea per paragraph. Shorter > longer. Lists only when they outperform prose.
4. **Opinionated, not timid.** "Three agents is enough" is a voice. "Up to three agents available" is not.
5. **Humor is a seasoning, not a food group.** Light irony welcome. Corporate cringe ("synergy", "game-changer", "paradigm shift") banned.

## Words we don't say
- "AI-powered" (everything is AI-powered)
- "Revolutionary" / "disruptive" / "cutting-edge"
- "In today's fast-paced world"
- "Unlock the power of..."
- "Seamless" (usually hides a hard problem)
- "Solution" (specific: "workflow", "tool", "agent")

## Channel tone calibration
- **Blog**: confident, specific, 800–1500 words, one claim backed by evidence per section
- **LinkedIn**: founder voice, personal, 150–300 words, no hashtag spam
- **X**: punchy, thread-friendly, 1 idea per tweet, link last tweet to the artifact
- **Newsletter**: 400–800 words, 1 story + 3 takeaways + 1 CTA
- **Show HN / Indie Hackers**: no marketing voice at all — honest, technical, here's what we shipped and what we learned

## 3 reference posts (gold standards)
1. Linear's "Why we're building an issue tracker in 2022" — *grounded in craft*
2. Stripe's "Increment Atlas" writeup — *specific, evidence-backed*
3. Basecamp's "Shape Up" intro — *opinionated, category-shifting*

## Forbidden phrases (hard ban)
"In today's fast-paced world", "Solutions that scale", "Unlock the full potential", "Next-generation", "AI-powered", "Best-in-class", "Mission-critical", "End-to-end solution"