Brand guidelines
Voice & tone
We handle the documentation so your patients get your attention. All content should be warm, grounded, and human. Clear and practical. Respectful of veterinary realities. Specific beats generic. Confidence without hype.
Voice principles
Empathetic, not performative
We acknowledge the emotional and mental weight of the profession without dramatizing or minimizing it. Name real experiences in plain, human language. No buzzwords, hyperbole, or sympathy farming. People’s pain is not our profit.
Reassuring, not directive
CoVet reduces pressure. Emphasize choice, ease, and flexibility. Avoid commands, guilt-based messaging, and FOMO.
Quiet confidence, not boastful
We let the outcomes speak for themselves. Be specific about species, settings, and workflows. Don’t overhype, over-promise, or lean on exclamation language.
Clear, not technical
Clarity is essential to our promise. Short sentences, everyday language. No AI jargon or vague technical claims. People don’t care how it works, they want to trust that it does.
Words we use, words we avoid
Use often
- Relief
- Support
- Clarity
- Presence
- Capture
- Consistent
- Adaptable / flexible
Avoid
- Leverage
- Disruptive
- Revolutionary
- Optimize
- Robust
- Seamless
- World-class
Language pillars
Relief over urgency
We remove pressure rather than create it.
Do: “SOAP notes without the scramble.”
Don’t: “Don’t let important details fall through the cracks.”
Confidence through clarity
Clarity builds trust, with clients and colleagues.
Do: “Exactly what you discussed, just how you phrased it.”
Don’t: “Best-in-class transcription accuracy.”
Presence over productivity
We value attention; quality care is a byproduct of undivided attention.
Do: “Stay present with patients.”
Don’t: “Optimize your workflow to save approximately 2+ hours per day.”
Writing for clarity
Lead with the outcome
Start with what gets better for the reader, then explain how CoVet makes it possible. People don’t connect with AI, transcription, or templates. They connect with relief.
Do: “Stay connected to the patient in front of you while CoVet captures notes as you speak.”
Don’t: “CoVet powers flexible, accurate, and rapid record automation.”
Use concrete language
Specific, real situations beat abstractions.
Do: “You don’t have to spend your weekends retyping your notes.”
Don’t: “Leverage seamless workflows.”
Keep sentences short
Aim for 15 to 20 words per sentence, max. Our audience is overworked and short on time.
Write like a colleague
Ask yourself: does this sound like a friend offering support, or a sales pitch?
Grammar & style rules
| Rule | Guidance |
|---|---|
| Product name | CoVet — capital C, capital V. Never “Covet,” “COVET,” or “Co-Vet.” |
| Headlines | Title case. Sentence case for feature names. |
| Job titles | Capitalize only when part of a name (Dr. Sarah Johnson). |
| Punctuation | Use contractions and Oxford commas. Avoid em/en dashes and ellipses (unless quoting speech). |
| Exclamation points | Max one per section. Avoid entirely in serious topics. |
| Numbers | Spell out one through nine; numerals for 10+. Always numerals with units: 2 hours, 5 minutes. |
| Capitalization style | Sentence caps or title caps. Avoid all caps — it reads colder and more clinical. |
Writing by format
Headlines
Clear, specific, benefit or outcome-focused. Pass the “so what?” test.
Do: “Finish Your Notes Before You Leave the Building”
Don’t: “AI-Powered Documentation”
Long-form structure
1. Lead with the outcome. 2. Acknowledge the reality. 3. Introduce CoVet as the bridge. 4. Demonstrate the change. 5. Include proof. 6. Action-oriented CTA.
Microcopy
Action verbs, 2 to 4 words, clarity over cleverness.
Do: “Start your free trial” · “See how it works” · “Book your demo”
Approved taglines & descriptors
Taglines
“Confidence when you walk in. Freedom when you walk out.” · “Less catch-up. More care.” · “Keep your focus on care.” · “By Vets, For Vets.”
Descriptors
“CoVet turns your conversations into clear notes and follow-ups.” · “CoVet helps turn busy days into clear records, next steps, and less mental load.” · “CoVet helps teams protect their focus in the room and their time after it.”
Translation & localization
Translation and localization should make CoVet feel natural in each market, but never unrecognizable.
Do
- Preserve the approved meaning, tone, and positioning.
- Adapt for clarity, grammar, and natural flow in the local language.
- Make CoVet sound natural to the market without changing what CoVet stands for.
- Use approved messaging as the source, not as loose inspiration.
Don’t
- Rewrite approved copy from scratch.
- Introduce new claims, benefits, or positioning.
- Swap in unapproved taglines, headlines, or product descriptions.
- Let regional preferences override the core brand.