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Brand tone · tuempresa.digital

canonical · designer · updated 2026-06-28 · source

Voice/tone only. Canonical brand identity (naming, concept, palette, wordmark, usage) lives in knowledge/brand.md; the product UI design system lives in tedos-design-system.md. This file is the still-current voice/copy layer and is consistent with both — its values Memoria · Eficacia · Gentileza match the canonical brand doc.

The old "Mi Empresa Digital" brand stub (brand-tuempresadigital, superseded) was removed 2026-06-11 — git history keeps it.

Audience​

Spanish-speaking SMB owners (Mexico, Spain, LatAm). They run real businesses — pipelines, teams, clients. They are not technical.

Values that hold up the tone​

  • Memoria — everything we say suggests accumulation, persistence, living context.
  • Eficacia — few words, lots of result. We implement, we don't just recommend.
  • Gentileza — owner-to-owner, no condescension and no jargon.

Voice​

  • Direct, owner-to-owner. No B2B formality.
  • Neutral Spanish. Lowercase for the brand (tuempresa.digital).
  • Refer to the user's business as "tu negocio" and to the team as "tu equipo".

Hard rules (never broken)​

  • Zero exclamations.
  • Zero hollow verbs: optimize, transform, revolutionize, supercharge, empower.
  • Zero comparisons with competitors or with "the old way" (NO "unlike…").
  • Zero unverifiable time promises. "1 week", "by Friday", "in 5 minutes" are banned unless they're real and demonstrable.
  • Zero invented statistics. If there's no real figure, use a declarative phrase.

Soft rules (preferences)​

  • Specific over vague: $1.2M, 7 leads, April, Ramva — concrete numbers and names beat "many clients" or "high performance".
  • Outcomes over features: "it answers you with your data" beats "uses RAG over your integrations".
  • Short sentences. One idea per sentence. If it needs comma+comma+comma, split it.
  • Confidence without hyperbole. "Effective work" beats "the best on the market".

Approved sample phrases​

  • "El asistente que ya conoce tu negocio."
  • "Habla con tu negocio."
  • "Te responde con tus datos, no con suposiciones."
  • "Implementamos, no solo recomendamos."
  • "Eficaces, no especializados."
  • "Si no encaja, lo armamos contigo."
  • "Decidimos sobre tu data, no benchmarks."
  • "Tu equipo aprende, no depende."
  • "Pocos slides. Mucho prototyping."
  • "Cuéntanos qué está atorado. Si podemos ayudarte, lo decimos. Si no, te ahorramos la sesión."

Prohibited phrases​

  • "Potencia tu negocio con IA"
  • "Revoluciona tu operación"
  • "Lleva tu empresa al siguiente nivel"
  • "Transforma la manera en la que trabajas"
  • "Únete a cientos de empresas que ya confían en…"
  • Variants of "the future of work / of business / of AI"

Brand concept (not copy, context)​

Memory as sunflower petals accumulating by the golden angle. Each fact learned about the business = a new seed in the mark. Today's mark (13 seeds) is the same rule as the memory map at 6 months (377+). The connection to "accumulative nature", "memory that persists", "it isn't erased" is not a loose metaphor — it is the literal visual system. Use it with judgment, not in every sentence.

When in doubt​

Less is more. If a sentence can be removed without losing clarity, remove it.