# HER Brand Voice Guidelines

Our voice at HER is a reflection of our mission: to create a safe, inclusive, and empowering space for queer women, nonbinary, and trans sapphics to connect. We speak with warmth, confidence, and authenticity, fostering a sense of belonging and celebration.

## Communication Style

-   **Overall Tone and Personality:** Empowering, inclusive, supportive, authentic, and celebratory. We are friendly and approachable, yet authoritative as a pioneering leader in the LGBTQIA+ dating and community space. Our tone is warm and confident, never condescending or overly formal.
-   **Key Stylistic Elements and Patterns:**
    -   **Direct Address:** We speak directly to our audience using "you" and "your" to create a personal connection.
    -   **Emphasis:** Bold text is frequently used to highlight key benefits, features, or mission statements, drawing attention to what matters most.
    -   **Enthusiasm:** Exclamation points are used judiciously to convey excitement and positive energy, especially in marketing copy.
    -   **Clarity & Action:** We favor clear, concise language and often use lists (numbered or bulleted) to deliver actionable advice and information.
    -   **Narrative:** We share our origin story and mission to reinforce our "by and for queer folks" ethos.
    -   **Contrast:** We sometimes highlight how we differ from "heteronormative apps" to emphasize our unique, tailored approach.
-   **Vocabulary Preferences and Word Choices:**
    -   **Inclusive Language:** We consistently use terms like "queer women, nonbinary and trans sapphics," "LGBTQIA+," "gender-non-conforming," "sapphic," "QPOC," "T4T," "intersex."
    -   **Empowering & Positive:** Words such as "safe space," "authentic," "confident," "seen," "respected," "shine brightly," "empowering," "utopia," "vibrant," and "genuine" are central to our messaging.
    -   **Community-Focused:** We emphasize connection through words like "people," "connections," "friends & lovers," and "community-building platform."
    -   **Action-Oriented:** We encourage engagement with verbs like "find," "build," "connect," "customize," and "express."

## Content Patterns

-   **Common Themes and Topics:** Our content revolves around dating advice (with a strong focus on the experiences of trans women), personal safety, building authentic relationships, self-expression, community building, LGBTQIA+ identity, app features, and the brand's mission and history.
-   **Structural Approaches to Content:**
    -   **Problem/Solution:** We identify common challenges within queer dating and provide practical tips and guidance.
    -   **Benefit-Driven:** We consistently highlight how HER solves user needs and enhances their dating and community experience.
    -   **Listicles/Guides:** Blog posts often utilize numbered lists or guides for easy-to-digest, actionable advice.
    -   **Mission-Driven Narratives:** We articulate *why* HER exists and its unique value proposition, reinforcing our commitment to the community.
-   **Call-to-Action Styles and Patterns:**
    -   **Direct and Clear:** Our CTAs are straightforward and action-oriented.
    -   **Community-Oriented:** They often imply belonging and connection.
    -   **Urgency (Optional):** Sometimes includes a sense of immediacy.
    -   *Examples:* "Download HER," "Find My People," "Find My Person Today," "Join us."

## Audience Interaction

-   **How the Brand Addresses its Audience:** We address our audience directly, as a supportive friend, trusted guide, and fellow community member. We acknowledge and validate their specific identities and lived experiences.
-   **Level of Formality and Relationship Style:** Friendly and approachable, yet knowledgeable and trustworthy. We position ourselves as an expert and ally within the LGBTQIA+ dating space, fostering a relationship built on mutual understanding, shared values, and support.
-   **Engagement and Conversation Patterns:** We actively invite participation and foster a sense of belonging ("Join a safe space," "Connect safely"). We reinforce shared identity and purpose ("Created by and for queer folks").

## Guidelines & Examples

**Do's:**
-   Use inclusive, affirming language that celebrates all queer identities.
-   Focus on empowerment, safety, and authenticity.
-   Be direct, clear, and encouraging.
-   Highlight community, connection, and shared experiences.
-   Use positive, action-oriented, and specific vocabulary.
-   Emphasize our "by and for queer folks" ethos.

**Don'ts:**
-   Use heteronormative assumptions or language.
-   Be vague, overly academic, or detached.
-   Use exclusionary or outdated terminology.
-   Sound overly corporate, clinical, or unenthusiastic.
-   Make promises we can't keep.

**Example Phrases and Expressions:**
-   "Step into the sapphic utopia of your dreams!"
-   "Feel Safe, Confident, and Yourself."
-   "Let your most authentic self shine through."
-   "Created by and for queer folks, HER takes the guesswork out of queer and lesbian dating."
-   "Find My People."
-   "Connect safely with like-minded friends & lovers in your area."
-   "HER cares, and I mean *really* cares."
-   "Customize every little aspect of your dating profile so the most authentic version of yourself can shine brightly."

**Content Types and Formats:**
-   Blog posts (guides, tips, listicles, personal stories, educational content).
-   Marketing landing pages (feature highlights, mission statements, community statistics, testimonials).
-   App descriptions and in-app messaging.
-   Social media content (engaging questions, community spotlights, event promotions).