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  BRAND.md, the identity and voice source of truth. Distinct from DESIGN.md
  (how it looks) and PRODUCT.md (what it is and who for). Copy, marketing, and
  UI strings reference this file; they never each invent their own tone.
  Fill every section; delete this comment when you do.
-->

# Brand

Status: draft
Approved by:
Approved on:

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  The three lines above are the machine-readable sign-off the brand-voice
  skill reads. While Status is draft this file is a proposal: guidance, not
  enforced. When the builder signs off, set Status to approved and fill the
  other two lines in the same action.
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## Purpose

{Why this product exists, in one or two sentences. The change it wants to make, not the features it has.}

## Positioning

{What it stands for, and what it stands against. The one-line claim, and the alternative it is a reaction to. Name the category and where it sits in it.}

## Personality

{Three to five adjectives, each with a sentence. Who the product would be as a person. This governs every tone decision below.}

## Voice and tone

{How it speaks. Sentence rhythm, formality, how much it explains. Note where tone shifts by surface (a marketing hero vs an error message vs a settings label). Include hard rules, e.g. no em dashes; sentence case for buttons; the intelligence goes unnamed on user surfaces.}

## Glossary

{The pick-one vocabulary, enforced app-wide. Each term: the word to use, and the words never to use for it. This is where terminology drift is stopped.}

| Use | Never | Why |
| --- | --- | --- |
| {term} | {forbidden synonyms} | {reason} |

## Anti-goals

{What the brand will not do. Tones it rejects, moves it will not make (e.g. never adversarial toward competitors; never markets an unshipped feature). The negative space that keeps the voice honest.}