{ "trust_level": "claimed", "official_brand_source": false, "verification_method": null, "verified_domain": null, "verified_at": null, "verification_last_checked_at": null, "verification_expires_at": null, "status": "active", "customer_handle": "monday-com-3fd8257c", "certification_status": "not_certified", "registry_certified": false, "certification": null, "brand_name": "monday.com", "response_scope": "full_tree", "integrity": null, "verified": null, "schema": "bcp-readable-package-v1", "integrity_scope": "legacy_per_file", "representation": "Derived readable representation; verify signatures against the canonical source files.", "canonical_registry_url": "https://registry.brandcontextprotocol.dev/brands/monday-com-3fd8257c", "html_url": "https://registry.encodedbrands.ai/brands/monday-com-3fd8257c", "files": [ { "path": "/.well-known/brand/voice.md", "content": "---\nbcp_version: \"0.7\"\nfile_type: voice\nparent: /.well-known/brand.md\nlast_updated: 2026-07-10\n---\n\n# Voice\n\nmonday.com sounds like a confident colleague who has already done the math and just tells you the answer โ€” data first, no hedging, no jargon, occasionally light.\n\nThe brand's own stated principle: \"We use easily understood language to communicate clearly and effectively. No jargon or unnecessary fluff, we like to 'just say it'.\" (brand-monday.com/tone-of-voice)\n\n> **Owner qualification (on record):** The guidelines above represent the aspiration. The owner confirms that AI-driven and product-marketing jargon does slip into published copy. This file encodes the stated standard; agents should hold to it even when published examples fall short.\n\n---\n\n## Personality\n\n**Data-led, never arrogant.**\nLead with facts, metrics, and customer outcomes. The brand's own words: \"We want to lead with data, clarity and purpose, never arrogance.\" Confidence comes from proof, not assertion.\n\n**Clear and direct.**\nSay the thing. Short sentences. Active verbs. The brand calls this \"just say it.\" Not blunt for bluntness's sake, but the point is never buried.\n\n**Light, not silly.**\nPlayful tone is permitted and encouraged, but the rule is explicit: \"Keep it light, not silly.\" Tone must never obstruct clarity: \"Don't let tone get in the way of clarity.\"\n\n**Customer-centered, not self-centered.**\nThe brand's stated preference: \"We prefer to highlight the successes of our customers, rather than center ourselves.\" Monday.com is the enabler; the customer is the subject.\n\n---\n\n## Register\n\nOperates in a confident mid-register: not formal, not casual-colloquial. Closer to a sharp product team talking to a smart buyer than a corporation addressing a public audience. Shifts toward more grounded and concrete when discussing enterprise capability, security, or scale. Permits lightness in headlines, short statements, and UI copy where clarity is not at risk.\n\n---\n\n## Vocabulary\n\nEach entry carries a `tier` per BCP v0.7 ยง7.1.1.\n\n```yaml\nprefer:\n - word: \"just say it\"\n tier: core\n rationale: \"Brand's own stated writing principle. Means: state the point plainly, no setup.\"\n - word: \"easily understood language\"\n tier: default\n rationale: \"The brand explicitly prefers plain language over expertise signaling.\"\n - word: \"data\"\n tier: default\n rationale: \"Lead with data and specifics, not adjectives.\"\n - word: \"clear and to the point\"\n tier: default\n rationale: \"Brand-stated preference from tone-of-voice guidelines.\"\n\navoid:\n - word: \"industry-leading\"\n tier: core\n rationale: \"Explicitly banned unless provable. Brand guideline: 'Don't overpromise or be boastful โ€” Avoid industry-leading, the best ever, unless you can prove it.'\"\n - word: \"the best ever\"\n tier: core\n rationale: \"Same guideline as industry-leading. Off-brand superlative.\"\n - word: \"just\"\n tier: default\n rationale: \"Brand-listed wishy-washy hedging word. Avoid: 'just,' 'kind of,' 'a bit,' 'possibly'.\"\n - word: \"kind of\"\n tier: default\n rationale: \"Brand-listed hedging phrase.\"\n - word: \"a bit\"\n tier: default\n rationale: \"Brand-listed hedging phrase.\"\n - word: \"possibly\"\n tier: default\n rationale: \"Brand-listed hedging phrase.\"\n - word: \"burning\"\n tier: default\n rationale: \"Brand guideline: avoid romantic words (e.g. burning, eager, steamy).\"\n - word: \"eager\"\n tier: default\n rationale: \"Brand guideline: avoid romantic words.\"\n - word: \"steamy\"\n tier: default\n rationale: \"Brand guideline: avoid romantic words.\"\n - word: \"passion\"\n tier: default\n rationale: \"Brand guideline: never use the words passion or passionate explicitly.\"\n - word: \"passionate\"\n tier: default\n rationale: \"Brand guideline: never use the words passion or passionate explicitly.\"\n - word: \"drastically improving\"\n tier: default\n rationale: \"Appears in the brand's own off-brand example: 'monday.com is the best work platform on the market, drastically improving all aspects of your work.' The superlative construction is the off-brand signal.\"\n - word: \"all aspects of your work\"\n tier: default\n rationale: \"Same off-brand example. Overreaching, unsubstantiated claim pattern.\"\n```\n\n---\n\n## Punctuation and formatting rules\n\n```yaml\noxford_comma: yes\nheadline_periods: no\nexclamation_points: sparingly\nem_dashes: \"[gap] Not yet specified.\"\nsentence_case_headlines: \"[gap] Not yet specified.\"\ncapitalization_notes: >\n Product names are lowercase: monday work management, monday CRM, monday dev,\n monday service. The brand name is always lowercase: monday.com.\n Do not capitalize product names or brand name even at the start of a sentence\n fragment when used as a proper noun inline.\n```\n\n---\n\n## Copy examples\n\nThe off-brand example below is the brand's own published example of what NOT to write.\n\n| On-brand | Off-brand |\n|----------|-----------|\n| \"You lead. Agents act.\" (site hero, first-party) | \"monday.com is the best work platform on the market, drastically improving all aspects of your work.\" (brand's own labeled wrong example) |\n| \"Where people and agents drive results together on one secure AI work platform\" (site hero, first-party) | [gap] Additional on-brand examples not yet specified from first-party source. |\n| \"We want to lead with data, clarity and purpose, never arrogance.\" (brand tone-of-voice guideline) | Anything that leads with a superlative adjective rather than a fact or outcome. |\n\n---\n\n## Channel modulation\n\nThe evidence file contains no channel-specific or audience-specific voice modulation findings. The guidelines at brand-monday.com/tone-of-voice apply across surfaces. Channel- or audience-specific rules are a gap.\n\n```yaml\ncontexts:\n all_channels:\n tone: \"Confident, data-led, clear, occasionally light. Never arrogant, never jargon-heavy, never hedging.\"\n register: \"Mid โ€” professional without formality, direct without casualness.\"\n example: \"You lead. Agents act.\"\n channel_specific: \"[gap] Not yet specified. No first-party channel-level evidence found.\"\n audience_specific: \"[gap] Not yet specified. Owner confirms majority of customers are non-technical; voice should remain jargon-free across all audiences.\"\n```\n\n---\n\n## Evidence notes\n\nAll voice findings derive from brand-monday.com/tone-of-voice (content_hash: `2cdc4316b1fce7544c36ab32010ca0f1469be9b65322e43fe198cf7f2809cdaf`, retrieved 2026-07-10), supplemented by first-party site copy (monday.com hero, retrieved 2026-07-10) and one independent brand analysis (creative-copywriter.net, content_hash: `04e392e2631d9f1cdf8431b2ee854ea9a1a64c82f3d815256f8dbad5854c6466`).\n\nThe owner confirmed on record that jargon slips into published copy despite the stated guidelines. Agents should apply the guidelines as encoded here, not match the jargon seen in live marketing materials.\n\n## Evidence record\n\nThe following attributable source language is preserved because it materially constrains this profile.\n\n### Qualification\n\n> We aspire to this, but lots of AI driven and product marketing jargon gets inserted into the brands vocie.\n\nSource: Public source\n\n### Qualification\n\n> Aspire to this but it slips into jargon. Says in guidelines, but doest live up to this enough\n\nSource: Public source\n", "signature": "wz/2P0XgngIwL/9rMvNVGxe6JS83yU4qyWLpYejYiTGgXrk3MeKk5hh1JYYSRE7DXThBrl5Glp3tHZ0BpIZQCA==", "sha256": "d0d8178e3a71f399d4777d1a73707cbadf64475cd39d9d4db9c1872234b2dd9a", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/monday-com-3fd8257c/files/voice", "json_url": "https://registry.encodedbrands.ai/brands/monday-com-3fd8257c/files/voice/data.json", "source_url": "https://registry.encodedbrands.ai/brands/monday-com-3fd8257c/source/voice.md", "canonical_source_url": "https://registry.brandcontextprotocol.dev/monday-com-3fd8257c/.well-known/brand/voice.md" } ] }