---
bcp_version: "0.7"
file_type: voice
parent: /.well-known/brand.md
last_updated: 2026-07-10
---

# Voice

monday.com sounds like a confident colleague who has already done the math and just tells you the answer — data first, no hedging, no jargon, occasionally light.

The brand's own stated principle: "We use easily understood language to communicate clearly and effectively. No jargon or unnecessary fluff, we like to 'just say it'." (brand-monday.com/tone-of-voice)

> **Owner qualification (on record):** The guidelines above represent the aspiration. The owner confirms that AI-driven and product-marketing jargon does slip into published copy. This file encodes the stated standard; agents should hold to it even when published examples fall short.

---

## Personality

**Data-led, never arrogant.**
Lead with facts, metrics, and customer outcomes. The brand's own words: "We want to lead with data, clarity and purpose, never arrogance." Confidence comes from proof, not assertion.

**Clear and direct.**
Say the thing. Short sentences. Active verbs. The brand calls this "just say it." Not blunt for bluntness's sake, but the point is never buried.

**Light, not silly.**
Playful tone is permitted and encouraged, but the rule is explicit: "Keep it light, not silly." Tone must never obstruct clarity: "Don't let tone get in the way of clarity."

**Customer-centered, not self-centered.**
The brand's stated preference: "We prefer to highlight the successes of our customers, rather than center ourselves." Monday.com is the enabler; the customer is the subject.

---

## Register

Operates in a confident mid-register: not formal, not casual-colloquial. Closer to a sharp product team talking to a smart buyer than a corporation addressing a public audience. Shifts toward more grounded and concrete when discussing enterprise capability, security, or scale. Permits lightness in headlines, short statements, and UI copy where clarity is not at risk.

---

## Vocabulary

Each entry carries a `tier` per BCP v0.7 §7.1.1.

```yaml
prefer:
  - word: "just say it"
    tier: core
    rationale: "Brand's own stated writing principle. Means: state the point plainly, no setup."
  - word: "easily understood language"
    tier: default
    rationale: "The brand explicitly prefers plain language over expertise signaling."
  - word: "data"
    tier: default
    rationale: "Lead with data and specifics, not adjectives."
  - word: "clear and to the point"
    tier: default
    rationale: "Brand-stated preference from tone-of-voice guidelines."

avoid:
  - word: "industry-leading"
    tier: core
    rationale: "Explicitly banned unless provable. Brand guideline: 'Don't overpromise or be boastful — Avoid industry-leading, the best ever, unless you can prove it.'"
  - word: "the best ever"
    tier: core
    rationale: "Same guideline as industry-leading. Off-brand superlative."
  - word: "just"
    tier: default
    rationale: "Brand-listed wishy-washy hedging word. Avoid: 'just,' 'kind of,' 'a bit,' 'possibly'."
  - word: "kind of"
    tier: default
    rationale: "Brand-listed hedging phrase."
  - word: "a bit"
    tier: default
    rationale: "Brand-listed hedging phrase."
  - word: "possibly"
    tier: default
    rationale: "Brand-listed hedging phrase."
  - word: "burning"
    tier: default
    rationale: "Brand guideline: avoid romantic words (e.g. burning, eager, steamy)."
  - word: "eager"
    tier: default
    rationale: "Brand guideline: avoid romantic words."
  - word: "steamy"
    tier: default
    rationale: "Brand guideline: avoid romantic words."
  - word: "passion"
    tier: default
    rationale: "Brand guideline: never use the words passion or passionate explicitly."
  - word: "passionate"
    tier: default
    rationale: "Brand guideline: never use the words passion or passionate explicitly."
  - word: "drastically improving"
    tier: default
    rationale: "Appears in the brand's own off-brand example: 'monday.com is the best work platform on the market, drastically improving all aspects of your work.' The superlative construction is the off-brand signal."
  - word: "all aspects of your work"
    tier: default
    rationale: "Same off-brand example. Overreaching, unsubstantiated claim pattern."
```

---

## Punctuation and formatting rules

```yaml
oxford_comma: yes
headline_periods: no
exclamation_points: sparingly
em_dashes: "[gap] Not yet specified."
sentence_case_headlines: "[gap] Not yet specified."
capitalization_notes: >
  Product names are lowercase: monday work management, monday CRM, monday dev,
  monday service. The brand name is always lowercase: monday.com.
  Do not capitalize product names or brand name even at the start of a sentence
  fragment when used as a proper noun inline.
```

---

## Copy examples

The off-brand example below is the brand's own published example of what NOT to write.

| On-brand | Off-brand |
|----------|-----------|
| "You lead. Agents act." (site hero, first-party) | "monday.com is the best work platform on the market, drastically improving all aspects of your work." (brand's own labeled wrong example) |
| "Where people and agents drive results together on one secure AI work platform" (site hero, first-party) | [gap] Additional on-brand examples not yet specified from first-party source. |
| "We want to lead with data, clarity and purpose, never arrogance." (brand tone-of-voice guideline) | Anything that leads with a superlative adjective rather than a fact or outcome. |

---

## Channel modulation

The evidence file contains no channel-specific or audience-specific voice modulation findings. The guidelines at brand-monday.com/tone-of-voice apply across surfaces. Channel- or audience-specific rules are a gap.

```yaml
contexts:
  all_channels:
    tone: "Confident, data-led, clear, occasionally light. Never arrogant, never jargon-heavy, never hedging."
    register: "Mid — professional without formality, direct without casualness."
    example: "You lead. Agents act."
  channel_specific: "[gap] Not yet specified. No first-party channel-level evidence found."
  audience_specific: "[gap] Not yet specified. Owner confirms majority of customers are non-technical; voice should remain jargon-free across all audiences."
```

---

## Evidence notes

All voice findings derive from brand-monday.com/tone-of-voice (content_hash: `2cdc4316b1fce7544c36ab32010ca0f1469be9b65322e43fe198cf7f2809cdaf`, retrieved 2026-07-10), supplemented by first-party site copy (monday.com hero, retrieved 2026-07-10) and one independent brand analysis (creative-copywriter.net, content_hash: `04e392e2631d9f1cdf8431b2ee854ea9a1a64c82f3d815256f8dbad5854c6466`).

The owner confirmed on record that jargon slips into published copy despite the stated guidelines. Agents should apply the guidelines as encoded here, not match the jargon seen in live marketing materials.

## Evidence record

The following attributable source language is preserved because it materially constrains this profile.

### Qualification

> We aspire to this, but lots of AI driven and product marketing jargon gets inserted into the brands vocie.

Source: Public source

### Qualification

> Aspire to this but it slips into jargon. Says in guidelines, but doest live up to this enough

Source: Public source