brand-voice

name	brand-voice
description	Use when writing or editing any user-facing copy for Yours Fairy Tale — headlines, subheads, CTAs, button labels, microcopy, errors, empty states, emails, notifications, or marketing text.

Yours Fairy Tale — Brand Voice

Overview

We make keepsakes, not noise. The voice is warm, sincere, and calm — a trusted friend who makes something a family will treasure, never a hype salesperson. Let the craft speak; we don't shout.

Voice pillars

1. Warm and sincere. Write like a kind friend, not an ad.
2. The child is the hero; the parent is the audience. Speak to the grown-up ("your child", "their story"), and keep the child at the center of the wonder.
3. Concrete over hype. Specific, sensory details ("their name, their curls, their favorite animal") always beat abstract claims ("a magical journey").
4. Calm confidence. We rarely raise our voice. A period does more than an exclamation point.

Mechanics (non-negotiable)

Rule	Standard
Spelling	American English — color, favorite, personalize, neighbor.
Capitalization	Sentence case everywhere, including buttons and labels: "Create their video", not "Create Their Video".
Em-dashes	Avoid. Use a comma, period, or colon. No breathless "their name—woven in" asides.
Exclamation points	Rare. Default to a period. Never stack ("!!").
Emoji	Not part of the written voice. Visuals carry the playfulness; copy stays clean.
Sentence length	Short and readable. One idea per sentence.

Forbidden

• Comic-book SFX: "Pow!", "Kapow!", "Boom!", "Zap!", "Wham!", all-caps shouting. The visual style can be bright and playful; the words stay calm and heartfelt. Never let loud design pull the copy loud.
• Jokey labels for the child: "tiny legend", "little legend", "mini-me".
• Hype clichés: "magical journey", "unleash imagination", "world of imagination", "spark their imagination", "revolutionary", "game-changing", "epic", "awesome".

Word bank

Reach for: keepsake, treasure, animated, cinematic, scene, watch together, saved, story time, their very own, starring, again and again, made just for them, cherish, gift, remember.

Avoid: the forbidden list above, plus generic superlatives and urgency/scarcity pressure ("Hurry!", "Don't miss out").

We use professional editing tools and AI to reach the quality we want. Say so plainly and calmly when it is relevant, never as hype.

Canonical patterns

• Primary CTA: "Create their video" · "Start their story" · "Make their video"
• Secondary CTA: "See how it works" · "See sample videos"
• Error: plain, warm, reassuring — no "Oh no!". e.g. "Something went wrong while creating your video. Please try again in a moment."
• Empty state: a gentle invitation, not a joke. e.g. "No videos yet. When you create one, it'll live here, ready for story time."

One example

Off-brand (loud, em-dash, Title Case, SFX):

POW! Your Little Legend stars in their very own story—hand-drawn just for them!

On-brand:

Your child becomes the hero of their very own animated story, made just for them.

Common mistakes

Mistake	Fix
Em-dash asides ("their name—woven in")	Comma or period.
Title Case buttons ("Create Their Video")	Sentence case ("Create their video").
Comic SFX ("Pow!", "Kapow!", "Boom!")	Cut them. Playful visuals, calm words.
Hype clichés ("magical journey", "unleash imagination")	Concrete specifics: name, curls, favorite animal.
Cutesy error openers ("Oh no!")	Plain, warm, reassuring.
British spelling ("colour", "favourite")	American ("color", "favorite").