Brand Guidelines
Voice & Tone
How Semji sounds. Voice is who we are and stays constant; tone is how we adapt that voice to the moment. Use this whenever you write — in the product, in a campaign, or in a single button label.
Our voice — four principles
Every piece of Semji writing should be all four of these at once.
Clear
Plain words, short sentences, one idea at a time. If a sentence needs a second read, cut it.
“Generate a draft in two minutes.”
Expert
We know SEO, content and AI deeply — and it shows in precise, specific language, never vague hype.
“Built from a live SERP analysis.”
Human
Warm and conversational. We write to a person, not a persona. Contractions welcome.
“You stay in control — review every change.”
Confident
We make a clear recommendation and own it. Helpful, never arrogant; direct, never pushy.
“Start with Deep mode for pillar pages.”
Tone — adapt to the context
The voice never changes; the dial does. Read the room and adjust energy and length accordingly.
| Context | Tone dial | In practice |
|---|---|---|
| Product UI | Calm · helpful · brief | |
| Marketing | Bold · energetic · benefit-led | |
| Errors & empty states | Plain · reassuring · actionable | |
| Help & docs | Precise · neutral · step-by-step |
Before & after
The fastest way to learn the voice is to see it fix real copy.
Don’t
Leverage our cutting-edge AI to synergise your content workflows.
Do
Write and optimise content in minutes with AI.
Cut the buzzwords; lead with the concrete benefit.
Don’t
An error has occurred. Operation failed.
Do
We couldn’t save your changes. Check your connection and try again.
Say what happened and what to do — in plain language.
Don’t
It is recommended that the user configures a Brand Voice prior to generation.
Do
Set up your Brand Voice first so every draft sounds like you.
Talk to the reader (“you”), active voice, explain the payoff.
Words we use & avoid
A living shortlist. Favour concrete, earned claims over hype the reader has to take on faith.
Use
Avoid
Mechanics
House style for the small stuff, so everything reads as one brand.