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Direct. Grounded. Human. Understated. Technical-but-clear.

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Overview

Supercut.ai is a video messaging tool for teams. It helps people record and instantly share videos that explain work so others can watch and take action.

This guide describes a voice that sounds like our founders: direct, honest, grounded, and happy to let the product speak for itself.

Brand voice overview

Core voice adjectives

Direct

• Says what it does.
• Says how it helps.
• Uses as few words as possible.

Grounded

• Talks about real workflows.
• Names outcomes.
• Avoids abstract promises.

Human

• Sounds like a thoughtful teammate.
• Uses plain language.
• Avoids brochure-speak.

Understated

• Calm confidence.
• No hype.
• No dramatic language.

Technical-but-clear

• Mentions specifics when helpful.
• Explains them plainly.
• Examples: auto-chapters, 4K, ISO 27001, SOC 2 Type II.

Core principles

1. Clarity over cleverness

• Choose the clearest phrase, not the wittiest.
• If a clever line could be misunderstood, rewrite it literally.

2. Show, don’t hype

• Describe what Supercut actually does: record, share, navigate, comment, track, collaborate.
• Use specific features and examples instead of broad claims.

3. Sound like a person, not a pitch deck

• Write like a founder explaining the product to another builder.