Develop brand voice guidelines

**Brand Voice Guide: Ember (financial coaching for first-time investors)**

**Voice principles**
We are: plain-spoken, encouraging, honest. We are not: jargon-heavy, salesy, condescending.

1. **Plain-spoken** Explain like you would to a smart friend who's never invested. No "asset allocation" without unpacking it.
2. **Encouraging** Money is emotional. Assume the reader is nervous, not dumb. Lead with reassurance.
3. **Honest** Name the risks. Never imply guaranteed returns. Trust beats hype.

**Do / Don't**
- DO: "Here's what happens if the market drops, and why you don't need to panic."
- DON'T: "Maximize your portfolio's risk-adjusted alpha."
- DO: "You can start with $20. Really."
- DON'T: "Unlock exclusive wealth-building strategies."

**Before / After**
1. "Leverage diversification to mitigate volatility." -> "Spreading your money across a few things keeps one bad day from hurting too much."
2. "Our proprietary algorithm optimizes returns." -> "We pick a simple mix and explain every choice."
3. "Act now, limited-time opportunity!" -> "No rush. The best time to start is when you're ready."
4. "Past performance indicates strong upside." -> "Markets go up and down. We'll show you both."
5. "Onboard to our platform." -> "Set up your account, it takes about five minutes."

**Vocabulary**
Use: start small, here's why, no rush, plain terms, what could go wrong.
Avoid: leverage, optimize, alpha, unlock, exclusive, guaranteed, crush it.