udacity/harness-eng-c2-cd15570-exercises/brand-voice

Brand voice

Use this guidance to make a group of campaign assets sound as though they come from the same company. The audience is operations, engineering, and maintenance leaders who need a clear reason to care about the product. They will notice vague technical claims and unsupported promises. Write with confidence about what the brief establishes, and with restraint about outcomes it does not prove.

Choose the message before adapting the channels

Identify three anchors in the brief: the work the audience does, the product capability, and the practical value that capability may offer. For InspectAI, the capability is analyzing equipment photographs to identify visible signs of wear and damage. The practical value is helping teams review photos faster and make reports more consistent. Keep those anchors recognizable across the campaign, even when the headline, email, and social post use different words.

Lead with the customer's work or problem when space allows. Introduce the product after the reader knows why it matters. Prefer concrete verbs such as review, identify, document, and compare to broad promises such as transform or revolutionize. Use ordinary language for technical readers: precise enough to be credible, but free of jargon that adds no information.

Keep claims inside the evidence

• Treat a capability in the brief as a fact about what the product does. If the brief says a platform analyzes photographs, you may say it analyzes photographs. Do not silently expand that to diagnosing root causes, predicting failures, or replacing an inspector.
• Treat a value proposition as a proposed benefit. Phrases such as "helps teams review photos faster" or "supports more consistent reports" retain the brief's level of certainty. Avoid turning them into measured or guaranteed results.
• Include numbers, customer names, certifications, integrations, and comparative superiority only when the brief supplies them. Do not invent a percentage, time saved, accuracy rate, or testimonial to make copy more persuasive.
• Avoid absolute claims such as "eliminates downtime," "catches every defect," "guarantees safety," or "removes the need for manual review."

For example, "InspectAI helps teams review equipment photos and document visible wear more consistently" is within the brief. "InspectAI detects every defect before it causes a failure" adds unsupported coverage and prediction.

Check the campaign as one piece

Use the same product name, audience, capability, and level of claim in every asset. A short headline can emphasize the benefit while a longer email explains the mechanism, but neither should imply a different product. Let each channel use its own length and format; consistency does not require repeating a slogan verbatim. Match each call to action to the request, such as "learn more" in a social post and "schedule a demo" in an email.

Before finishing, compare the assets for contradictions: one should not promise automation or guaranteed results while another describes assistance with human review. Remove hype words such as "game-changing," "groundbreaking," and "cutting-edge" unless the brief gives a concrete reason for them.