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.cursor/skills/sweetr-brand-voice/SKILL.md

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+---
+name: sweetr-brand-voice
+description: Sweetr brand voice and copywriting guide. Use when writing or editing any copy for sweetr.dev, including website headlines, feature descriptions, landing page sections, blog articles, meta descriptions, CTA text, changelog entries, social media posts, or any user-facing marketing text. Also use when reviewing existing copy for brand consistency.
+---
+
+# Sweetr Brand Voice
+
+Apply Sweetr's brand voice, terminology, and positioning when writing any copy.
+
+## Setup
+
+Read the full brand kit before writing:
+
+- **[BRAND_KIT.md](references/BRAND_KIT.md)** — Complete brand identity, positioning, differentiators, voice guidelines, messaging framework, terminology, and do's/don'ts.
+
+## Workflow
+
+### For website copy (headlines, features, CTAs, sections)
+
+1. Read BRAND_KIT.md sections 1–4 and 6 (Identity, Positioning, Differentiators, Voice, Terminology).
+2. Identify which differentiator(s) the copy should reinforce.
+3. Match tone to context (see "Tone by context" table in brand kit).
+4. Write copy. Validate against the "Words we avoid" list.
+5. Confirm the copy does not use "open source", surveillance language, or corporate-speak.
+
+### For blog articles
+
+1. Read BRAND_KIT.md sections 4, 5, and 9 (Voice, Messaging Framework, Blog Voice).
+2. Write in founder-led, conversational tone. Be opinionated. Frame problems from the developer's POV.
+3. Use the core narrative arc: world changed → gap exists → existing options fail → Sweetr is different → outcome.
+4. End with a community-inviting CTA (try, star, contribute, give feedback).
+5. Never name competitors directly.
+
+### For meta descriptions and SEO copy
+
+1. Use "Developer Intelligence Platform" as the category term.
+2. Include relevant keywords: DORA metrics, developer experience, engineering performance.
+3. Keep the `++` motif for brand recognition when space allows.
+
+## Critical rules (always apply)
+
+- **Never call Sweetr "open source."** We are fair source (FSL license). Use "fair source", "source-available", or "built in the open."
+- **Never use surveillance language** (monitor, track individuals, rank, score developers).
+- **Never name competitors.**
+- **Always frame features as team/process improvements**, never as individual measurement.
+- **Brand name is `sweetr.dev`** (lowercase, with `.dev`). Short form: Sweetr (capital S only).
+- **Never use em dashes (—).** Use periods, commas, or restructure the sentence instead.
+- **Sound human, not like AI.** Avoid fancy/flowery words that real developers would never say. Banned words include: erode, delve, elevate, harness, foster, empower, unleash, bolster, spearhead, holistic, pivotal, transformative, streamline, paradigm, synergy, encompass, multifaceted, nuanced, underscore, facilitate, robust, scalable (unless literally about infrastructure), seamless, cutting-edge, groundbreaking, unparalleled, fortify, commencing, aforementioned, culminate, discern, elucidate, endeavor, intricate, myriad, paramount, perpetuate, proliferate, quintessential, resonate, subsequently, traverse, utilize (use "use"), whilst, navigate (as metaphor), landscape (as metaphor), ecosystem (unless literal), moreover, furthermore, additionally, comprehensive, meticulous, realm, testament, embark, journey (as metaphor), pave the way, shed light on, at its core, notably, interestingly, crucial, it's worth noting that, in today's [anything] world. If a word feels like it belongs in a college essay, pick a simpler one.