Summary: 7Mind’s writing voice and tone for app copy, marketing, and UX strings. Sources: Notion extraction 2026-05-15 (Prompt Library April 2026, Brand Strategy, Vision/Mission/Positioning 2026) Last updated: 2026-05-15
Voice (Consistent across Surfaces)
The 2026 positioning describes the brand voice as human, grounded, trustworthy. The Brand Strategy unpacks this into four operating attributes that should hold no matter which surface you are writing for:
- Direct. Communicate without unnecessary complexity. State concrete benefits (“Less Stress”, “Increased Creativity and Focus”). Minimize pressure tactics. Avoid empty promises.
- Thoughtful. Relaxed and inclusive. Light touch of humour where appropriate. No unnecessary provocation. Handle sensitive topics responsibly.
- Empathic. Soft tone that takes users’ concerns seriously, without becoming overly sentimental or saccharine.
- Authentic. Honesty, transparency, consistency. Simple, clear language. Neither overly academic nor esoteric.
If 7Mind were a person: a companion, teacher, good friend, anchor, sometimes a motivator. Personal and approachable, not cold or instructive, even with strong scientific grounding.
Things to Avoid (Hard Rules)
- Spiritual clichés. No “holistic journey”, no esoteric vocabulary.
- Hustle language. No “crush your goals”, no productivity-bro framing.
- Therapeutic or clinical claims. Nothing that sounds like diagnosis, treatment, or curing. The product is mental wellbeing, not therapy. Anything implying the app replaces medical care must be reworded.
- Health superlatives without evidence. “Clinically proven”, “reduces anxiety”, “best on the market” must be flagged.
- AI giveaways. No “I hope this email finds you well”, no “Feel free to…“.
- Empty promises and pressure tactics.
- Em dashes in any 7Mind page (vault-wide rule, also a stylistic choice).
Tone (Context-Dependent)
The same voice flexes by surface:
- Onboarding: warm, inviting, low-friction. Help the user reach an “AHA moment” inside the first 7 days. See roadmap-context for why activation matters.
- In-app session copy / coach scripts: empathic, grounded, scientific without sounding academic. Speakers should feel like relatable humans, not gurus.
- Error states and support replies: direct, calm, honest. Acknowledge the issue. Offer one clear next step. Do not apologize if there is nothing to apologize for.
- Marketing (DACH primary): concrete benefits, “Made in Germany” credibility, prevention positioning. Avoid vague aspiration.
- B2B / partner-facing materials: more formal, fact-led. Reference real things about the partner. No generic wellness buzzwords (no “holistic”, no “empowerment”, no “journey” in a corporate deck).
- Push notifications: short, specific, never guilt-inducing. Do not weaponize streaks.
Formality and Language
- German: TBD — confirm whether the current default is “du” or “Sie” per surface. Historic Voice & Tone Guide (de) in Notion is the long-form source; it still needs to be re-read after the 2026 positioning shift.
- English: informal-but-precise default. Match recipient register in 1:1 communication.
- Spanish: localized for both ES-ES (Spain) and ES-MX (Mexico). Do not assume one Spanish covers both markets.
- Italian: localized for IT market.
Translation is adapted, not literal. Preserve tone in the target language. If casual in English, casual in Spanish.
Length Constraints (Marketing Copy)
From the cross-team Prompt Library:
- Headline max 7 words.
- Subhead max 20 words.
- CTA max 4 words, imperative mood.
- Email max 120 words per version.
- Subject line max 8 words.
EU Health-Claims Awareness
Any DE, EN, ES, or IT copy that goes to users, partners, or public channels needs compliance awareness. Flag anything that sounds therapeutic, diagnostic, or curative. Flag anything implying the app replaces medical care. The Prompt Library “Content Review” prompt has the four-dimension checklist (tone, clarity, claims, compliance) used in 7NXT cross-brand review.
Worked Examples
TBD — capture good vs bad examples for the most common copy types (CTAs, error messages, notification copy, onboarding headlines) once the next batch of UX writing reviews lands. The Brand Strategy notes that the visual brand “Look” section is being reworked by the Design Team and copy examples will get the same refresh.
Where to Look for More
- Prompt Library in Notion (AI Enablement Hub) is the single most current operational reference; it encodes voice rules at the level of LLM prompts.
- Brand Strategy (Reforge framework) for the canonical voice attributes.
- Voice & Tone Guide (de) in Notion for the long-form German writing rules. Marked “Old version” but still actively referenced.
- Vision, Mission & Positioning (2026) for the trio “human, grounded, trustworthy”.