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voice.md
---
bcp_version: "0.8"
file_type: voice
parent: https://registry.brandcontextprotocol.dev/monday-com-4ca31c9f/.well-known/brand.md
last_updated: 2026-08-21
---
# Voice
monday.com sounds like a confident colleague who has already done the work and leads with the answer — direct, plain, and never trying to impress you with words. The value is in the clarity, not the phrasing.
Source: brand-monday.com/tone-of-voice (retrieved 2026-08-21).
## Personality
**Trustworthy, not authoritative.** The brand inspires trust through solidity and reliability. It does not lean on credentials or status. "We want to inspire trust and exude solidity, reliability, and confidence."
**Direct, not blunt.** Lead with the key message. Do not bury it in disclaimers or context. Every sentence earns its place.
**Clear, not clever.** "No jargon or unnecessary fluff, we like to 'just say it.'" Tone must never get in the way of clarity.
**Light, not silly.** Warmth and a degree of playfulness are permitted. "Keep it light, not silly." When lightness obscures the message, drop it.
**Customer-centered, not self-centered.** "We are just a piece of the story. We prefer to highlight the successes of our customers, rather than center ourselves."
## Register
Sits comfortably mid-register: professional enough to address a PMO director, plain enough not to intimidate a first-time user. The brand explicitly wants customers to feel "comfortable, supported, and motivated, not intimidated and overwhelmed." Copy shifts toward warmer and lighter in product onboarding and social; it stays more grounded and data-led in analyst, press, and enterprise contexts. Specific channel evidence is thin — see gap note below.
## Vocabulary
Each entry carries a `tier` per BCP v0.8 §7.1.1.
```yaml
prefer:
- word: "just say it"
tier: core
rationale: "Brand book directive: plain language over elaborate phrasing."
- phrase: "Be persuasive, not pushy"
tier: core
rationale: "Confidence respects the reader's intelligence. Source: brand-monday.com/tone-of-voice."
- phrase: "Lead with data, clarity and purpose"
tier: core
rationale: "Brand book directive. Exact quote from tone-of-voice page."
- phrase: "Let the value speak through clarity, not hype"
tier: core
rationale: "Brand book directive. Exact quote from tone-of-voice page."
avoid:
- word: "just"
tier: core
rationale: "Listed explicitly as wishy-washy hedging. Source: brand-monday.com/tone-of-voice."
- phrase: "kind of"
tier: core
rationale: "Listed explicitly as wishy-washy hedging. Source: brand-monday.com/tone-of-voice."
- phrase: "a bit"
tier: core
rationale: "Listed explicitly as wishy-washy hedging. Source: brand-monday.com/tone-of-voice."
- word: "possibly"
tier: core
rationale: "Listed explicitly as wishy-washy hedging. Source: brand-monday.com/tone-of-voice."
- phrase: "industry-leading"
tier: core
rationale: "Unprovable superlative. Brand book: 'Don't overpromise or be boastful — Avoid industry-leading, the best ever, unless you can prove it.'"
- phrase: "the best ever"
tier: core
rationale: "Unprovable superlative. Same brand book directive."
- word: "passion"
tier: core
rationale: "Brand book: 'Don't use the word passion or passionate explicitly.'"
- word: "passionate"
tier: core
rationale: "Brand book: 'Don't use the word passion or passionate explicitly.'"
- word: "burning"
tier: core
rationale: "Listed as a romantic/overheated word to avoid. Source: brand-monday.com/tone-of-voice."
- word: "eager"
tier: core
rationale: "Listed as a romantic/overheated word to avoid. Source: brand-monday.com/tone-of-voice."
- word: "steamy"
tier: core
rationale: "Listed as a romantic/overheated word to avoid. Source: brand-monday.com/tone-of-voice."
- phrase: "swoon-worthy"
tier: core
rationale: "Brand book off-brand example: 'monday.com is a swoon-worthy work platform to transform any aspect of work into a masterpiece.' Used to illustrate the kind of hype the brand rejects."
- word: "jargon"
tier: core
rationale: "Brand book: 'Don't rely on jargon to sound smart — instead, be clear and to the point.'"
```
## Punctuation and formatting rules
```yaml
oxford_comma: gap
headline_periods: gap
exclamation_points: gap
em_dashes: gap
sentence_case_headlines: gap
capitalization_notes: "brand name is always lowercase: monday.com. No evidence for other capitalization rules."
```
## Channel modulation
No specific per-channel voice rules appear in the brand book evidence. The brand operates mid-register across contexts, tilting warmer for users and more data-led for analysts and press.
```yaml
contexts:
gap: "Channel-specific tone rules not yet specified in available evidence. Apply core personality and register guidance uniformly until channel evidence is added."
```
## Copy examples
| On-brand | Off-brand |
|----------|-----------|
| "Be persuasive, not pushy — confidence respects the reader's intelligence." | "monday.com is the best work platform on the market, drastically improving all aspects of your work." |
| "No jargon or unnecessary fluff, we like to 'just say it'." | "monday.com is a swoon-worthy work platform to transform any aspect of work into a masterpiece." |
| "Lead with your key message — don't bury it in disclaimers or context." | "We're kind of possibly the best option for teams that are a bit tired of juggling tools." |
| "We prefer to highlight the successes of our customers, rather than center ourselves." | "We are the industry-leading, passionate innovators revolutionizing how work gets done." |
*On-brand examples are exact quotes from brand-monday.com/tone-of-voice (retrieved 2026-08-21). Off-brand examples are drawn from the same source's explicit reject/avoid illustrations.*
## Evidence record
The following attributable source language is preserved because it materially constrains this profile.
### Owner-confirmed evidence
> monday.com's brand book directs writers to lead with data, clarity and purpose and never with arrogance.
Source: Public source
### Owner-confirmed evidence
> The brand avoids jargon used to sound smart, preferring plain clarity.
Source: Public source