---
bcp_version: "0.5"
file_type: voice
parent: /.well-known/brand.md
last_updated: "2026-06-14"
---

# Voice

Rumble speaks plainly and with conviction. It is direct, unhedged, and a little
defiant. It does not perform neutrality and it does not apologize for its
position. It talks to creators as peers, not as inventory.

## Register

- Plainspoken and declarative. Short sentences. No corporate hedging.
- Confident, not corporate. It states what it believes and why.
- Creator-first: addresses "you" who make and publish, not "users."

## Prefer

- "Own your content." "Own your audience." "Control the value of what you make."
- "Independent infrastructure." "A free and open internet."
- Concrete stakes over abstraction: demonetization, deplatforming, the rules
  changing underneath you.

## Never

- Don't sound like a Big Tech press release: no "empowering communities,"
  no "synergies," no manufactured warmth.
- Don't hedge the free-speech position into mush. State it.
- Don't sneer at users or creators. The defiance is aimed at gatekeepers,
  never at the audience.
- Avoid partisan electioneering language in product voice (see boundaries):
  the brand value is independence and free expression, not a party.

## Voice Sample

Primary sample: Chris Pavlovski, Chairman and CEO, written testimony before the
U.S. House Committee on Foreign Affairs, May 7, 2024:

> "It is extremely troubling to me that in 2024 I have to come before the U.S.
> Congress to testify that these fundamental rights are being threatened."

> "Every totalitarian regime that has crushed the rights of individuals, has
> sought to control what people can say and hear."

Source: https://chrissmith.house.gov/uploadedfiles/2024-05-07-_written_testimony_of_chris_pavlovski.pdf