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It is confident without being corporate, bold without being combative, and plain enough that a creator, a viewer, and a media buyer all read the same sentence the same way. The conviction is about the principle — a free and open internet, creators in control — never about a side. [G slides 2, 5]\n\n## Essence\n\n```yaml\nessence:\n mission: \"to protect a free and open internet\"\n mission_source: \"G slide 2, approved external boilerplate\"\n promise: \"Control back in the hands of creators, businesses, and users: over content, distribution, and monetization.\"\n promise_source: \"G slide 2, mission and positioning statements (paraphrased)\"\n current_frame: \"The vibrant, unfiltered home of the human voice, as the internet fills with synthetic sameness.\"\n current_frame_source: \"I p.3 (investor-facing description of the Rumble media business, June 2026)\"\n evidence_status: brand_declared\n```\n\n## Personality traits\n\nThe five traits are declared on the guidelines' mission slide. The `is` / `not` pairs and descriptions are Encoded's operational reading of them, labeled `inferred`.\n\n```yaml\ntraits:\n - is: \"Engaging\"\n not: \"Lecturing\"\n description: \"Write to be read and shared: lead with what the reader gets, not what the company did.\"\n evidence_status: inferred\n - is: \"Independent\"\n not: \"Contrarian for its own sake\"\n description: \"Independence is about creators owning their work and their audience, not about picking fights.\"\n evidence_status: inferred\n - is: \"Confident\"\n not: \"Hedging\"\n description: \"Active voice, plain verbs, a clear point of view. No 'we believe we may be able to'.\"\n evidence_status: inferred\n - is: \"Rooted in values\"\n not: \"Partisan\"\n description: \"State the principle (open dialogue, free expression, creator control) instead of a position on an issue or a party.\"\n evidence_status: inferred\n - is: \"Bold\"\n not: \"Reckless\"\n description: \"Big claims are welcome when claims.md supports them. Boldness lives in tone and word choice, not in unproven numbers.\"\n evidence_status: inferred\ntraits_source: \"G slide 2 lists: Engaging, Independent, Confident, Rooted in Values, Bold.\"\n```\n\n## Tone by channel\n\nThese five contexts and their avoid lists come straight from the guidelines' persona tone slide. They are the most specific voice rules Rumble has written down.\n\n```yaml\nchannel_tone:\n social:\n tone: [\"bold\", \"well-informed\", \"clever\", \"authentic\"]\n avoid: [\"bias\"]\n evidence_status: brand_declared\n creators:\n tone: [\"straightforward\", \"helpful\", \"informative\", \"short-form\"]\n avoid: [\"redundancy\", \"passive voice\"]\n evidence_status: brand_declared\n pr_corporate_site_blog:\n tone: [\"short-form industry announcements\", \"high-level company overview\"]\n avoid: [\"negative wording\", \"passive voice\", \"unsubstantiated statistics\", \"the word 'neutral'\"]\n evidence_status: brand_declared\n note: \"After 18 June 2026, corporate and financial announcements come from RUM Group. Rumble-branded PR covers the media business.\"\n user_newsletter:\n tone: [\"informative\", \"corporate\", \"entertaining\", \"engaging\"]\n avoid: [\"political views\", \"redundancy\", \"passive voice\"]\n evidence_status: brand_declared\n rac_advertising_center:\n tone: [\"informative\", \"helpful\", \"concise\", \"well-researched\"]\n avoid: [\"redundancy\", \"passive voice\"]\n evidence_status: brand_declared\nsource: \"G slide 5\"\n```\n\nAvoiding passive voice is the one rule that appears in four of the five contexts, which makes it the closest thing Rumble has to a house style rule.\n\n## Audience one-liners\n\nThese are the guidelines' approved persona one-liners: the shortest version of Rumble for each reader. Some contain comparative superlatives that have no public substantiation. Those phrases are marked, and claims.md sets their status.\n\n```yaml\nmessaging_tiers:\n advertiser:\n one_liner: \"The fastest-growing video-sharing platform, Rumble allows advertisers to reach an engaged audience that values boldness and authenticity.\"\n usable_without_substantiation: \"Rumble allows advertisers to reach an engaged audience that values boldness and authenticity.\"\n flagged: [\"fastest-growing\"]\n creator:\n one_liner: \"A high-growth video-sharing platform, Rumble supports independent creators with the most generous profit sharing in the industry.\"\n usable_without_substantiation: \"A high-growth video-sharing platform, Rumble supports independent creators.\"\n flagged: [\"most generous profit sharing in the industry\"]\n client_supplied_lines:\n - line: \"Monetize on day one.\"\n status: \"Usable with caveat. No audience threshold on the first upload; ads start after a 1-5 day review (claims.md, monetize-on-day-one).\"\n - line: \"The best creator economics, period.\"\n status: \"Held back. Unsubstantiated absolute superlative (claims.md, best-creator-economics).\"\n user:\n one_liner: \"Rumble is a video-sharing platform that gives you the freedom to be entertained and informed with a variety of exclusive content, including news, politics, gaming, action sports, and more.\"\n flagged: []\n candidates_hr:\n one_liner: \"Advance your career with a company that values innovation, creative independence, teamwork, and personal growth.\"\n flagged: []\n investors:\n one_liner: \"Maximize your financial portfolio with Rumble, the fastest-growing video-sharing platform that continues to grow at an exponential rate.\"\n flagged: [\"fastest-growing\", \"exponential rate\", \"maximize your financial portfolio\"]\n note: \"Investor communication now belongs to RUM Group (NASDAQ: RUM). A promise to maximize a portfolio is a performance claim; claims.md marks it forbidden.\"\n publisher_legacy:\n one_liner: \"Rumble Cloud provides a secure, fair, and transparent hosting environment anchored to the values of free speech.\"\n status: \"Legacy. Rumble Cloud is part of Quake AI as of 17 June 2026. Not a Rumble-brand message.\"\nsource: \"G slide 4; flags from claims.md\"\nevidence_status: brand_declared\n```\n\n## Vocabulary\n\n```yaml\nvocabulary:\n prefer:\n - word: \"creators\"\n use: \"The people who make Rumble. Prefer 'creators' to 'users' or 'content producers' when talking about people who publish.\"\n - word: \"independent\"\n use: \"Describes creators and the brand's stance. Concrete, not ideological.\"\n - word: \"free and open internet\"\n use: \"The mission phrase. Use as written.\"\n - word: \"control\"\n use: \"Over content, distribution, and monetization: the three things the positioning names.\"\n - word: \"open dialogue\"\n use: \"The brand story's own words for what Rumble protects. Pairs with 'diverse opinions' and 'authentic expression'.\"\n - word: \"the human voice\"\n use: \"The June 2026 frame for why Rumble matters as AI content grows. Use for brand and editorial work, not product UI.\"\n avoid:\n - word: \"neutral\"\n why: \"Named directly in the guidelines' PR / corporate avoid list.\"\n - word: \"uncensorable\"\n why: \"An absolute claim the Terms of Service contradict. Rumble enforces content rules. Same for 'unremovable' and 'immune'.\"\n - word: \"users\"\n context: \"when referring to creators\"\n why: \"Turns creators into inventory. Use 'viewers' for the audience and 'creators' for the people who publish.\"\n - word: \"empowering communities\"\n why: \"Generic corporate warmth. Same for 'unlock' and 'leverage' in new copy. See voice/anti-ai.md.\"\n exception: \"The current official boilerplate says 'unlocking reach, scale, and monetization'. Reproduce it verbatim when you use it (claims.md, current-boilerplate). The preference covers new writing only.\"\n - word: \"the alternative to YouTube\"\n why: \"Defines Rumble by a competitor. See representation.md.\"\n substitutions:\n - prefer: \"Creators keep control of their content and how it earns.\"\n avoid: \"We empower creators to unlock their potential.\"\n example: \"Your audience. Your content. Paid directly in your Rumble Wallet.\"\n - prefer: \"Rumble hosts open dialogue.\"\n avoid: \"Rumble is a neutral platform.\"\n example: \"Rumble is where creators with different views publish to the people who want to hear them.\"\n - prefer: \"Rumble enforces clear content rules and hosts a wide range of independent voices.\"\n avoid: \"On Rumble, anything goes.\"\n example: \"Rumble's terms prohibit hate speech, pornography, incitement, and illegal content. Inside those rules, creators decide what to say.\"\n```\n\n## Sentence mechanics\n\n- Active voice, every channel. Name who acts: \"Creators get paid,\" not \"Payments are distributed.\"\n- Short sentences. Cut the second sentence if it repeats the first. Redundancy is on three of the five channel avoid lists.\n- Lead with the reader's benefit, then the proof.\n- Left-aligned, three-level hierarchy (headline, sub-headline, body) in visual layouts. See visual.md.\n- Sentence case for headlines unless an asset shows otherwise. **Gap:** the guidelines do not state a casing rule. Existing marks use a lowercase wordmark; do not imitate the lowercase wordmark in running text. Write \"Rumble\", capitalized.\n- Numbers come with a date and a source, or not at all. See claims.md.\n\n## Do and don't\n\n| Do | Don't |\n| --- | --- |\n| \"Go live with Rumble Studio. Take payments straight from your audience in Rumble Wallet.\" | \"Rumble is excited to announce an innovative new way for content creators to potentially monetize.\" |\n| \"Reach an engaged audience that values boldness and authenticity.\" | \"Reach the fastest-growing audience on the internet.\" (unsubstantiated) |\n| \"News, politics, gaming, action sports, and more.\" | \"Content the mainstream media doesn't want you to see.\" (political framing, biased) |\n| \"Rumble protects a free and open internet.\" | \"Rumble is a neutral platform.\" |\n\n## Voice samples\n\nShort, dated quotations from Rumble's CEO. They show conviction, not copy to reuse.\n\n- \"As artificial intelligence makes knowledge abundant, the scarcest and most valuable resource on Earth becomes the one thing machines can't manufacture: human imagination.\" Chris Pavlovski, Chairman and CEO, 17 June 2026. [R]\n- \"Adding Tether's USA₮ stablecoin to the Rumble Wallet is a huge win for creators.\" Chris Pavlovski, 18 February 2026. [W]\n- \"WWE Main Event will be a key pillar in Rumble's expanding sports programming lineup.\" Claudio Ramolo, Chief Content Officer, 24 September 2026. [S]\n\nTogether they show the register: concrete subjects (the wallet, a named show), short declaratives, and a creator or fan benefit stated plainly.\n\n## Gaps\n\nNo standalone voice guide, glossary, or example library was supplied beyond the guidelines' five tone contexts. Long-form editorial voice, crisis communications, and localization are not documented. 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