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Voice · Tone · Forbidden words · Anti-AI rules · Punctuation · Writing principles
Corbez sounds like a confident person talking to a peer. Direct, warm, specific. Never corporate, never fluffy, never AI-generated.
What Corbez Is
How to describe us. Use this framing in every page, email, and product surface.
Employment identity infrastructure.
That is the brand statement. Use it exactly. Period included.
Corbez is infrastructure
Corbez is the layer beneath employee benefits that makes them actually reach employees. We connect verified employment to partner access. We never own the transaction. We are not a marketplace, a perks app, or a coupon platform.
Three sides, one credential
Employees verify once. Companies add their existing deals to the network at zero cost. Merchants get verified, recurring foot traffic. The Corbez credential travels with the employee permanently.
Never call it a marketplace
A marketplace lists products for sale. Corbez does not. We are the verification and distribution layer. Say 'network,' 'infrastructure,' or 'platform' — not marketplace.
Never call it perks
'Perks' sounds like a free lunch once a quarter. Corbez provides real benefit access that employees use every week. Say 'benefits.' Always.
Forbidden Words
Never use these. Not in marketing, dashboards, emails, or support copy. No exceptions.
Brand violations
AI-sounding words
Anti-AI Rules
Signs that copy sounds machine-generated. Fix these every time you see them.
No throat-clearing openers
Delete any sentence that starts with 'In today's world,' 'In an era where,' 'As X continues to evolve,' or 'When it comes to.' Get straight to the point. The reader did not ask for context. They asked for the answer.
No list padding
AI generates 6-point bullet lists to fill space. If the real answer is 2 points, write 2 points. Never pad a list to sound thorough. Real thinking is selective.
No hedge stacking
'It is worth noting that this could potentially help to possibly improve...' Pick a position and state it. Corbez copy is direct. If something works, say it works.
No passive-voice filler
'Employees are empowered to access benefits' → 'Employees get instant access.' Active voice, real subject, real verb. Always.
No recap sentences
AI ends paragraphs with a sentence that restates the paragraph. Cut it. The reader understood. Move on.
No symmetry for its own sake
AI writes three-part structures because they are easy to generate, not because three is the right number. If the truth has two parts, write two. If it has five, write five.
Voice & Tone
Our voice stays consistent. Our tone adapts to the context.
Confident, not arrogant
We know what we built and we are proud of it. But we let the product speak. No superlatives, no hype. Clear, honest language about what Corbez does.
Direct, not blunt
Get to the point. Lead with the benefit, not the backstory. Short sentences mixed with smooth longer ones. Use contractions. Write like you talk.
Warm, not cute
We are approachable and human. We use 'you' and 'your' a lot. But no emojis, no slang, no try-hard humor. Friendly and professional.
Specific, not vague
'Recognized at every partner near your office' beats 'unlock everyday value.' Numbers, timelines, and real details always win over adjectives.
Punctuation Rules
Non-negotiable rules for all Corbez content.
No em-dashes
Never use the long dash ( — ). Replace with commas, colons, semicolons, or split into two sentences. This is the single most enforced rule across all Corbez copy.
No emojis
Never use emojis in any text, badge, label, or heading. Not in marketing, not in dashboards, not in emails.
Sentence case headings
Headlines and section headings use sentence case: 'Benefits your team will love.' Not title case: 'Benefits Your Team Will Love.' Every time, no exceptions.
Use contractions
Write 'you're' not 'you are.' Write 'it's' not 'it is.' Formal language creates distance. Contractions close it.
Writing Principles
Follow these when writing any Corbez content.
Lead with the benefit
Don't explain how it works first. Tell them what they get. 'Save 30% on lunch' beats 'Our verified identity system enables discounted transactions.'
Keep it tight
Remove every word that does not earn its place. If you can say it in one sentence, don't use three. Short punchy lines mixed with smooth longer ones.
Be human, not mechanical
Read it out loud. If it sounds like a robot wrote it, rewrite it. If you would not say it to a friend, don't put it on the site.
Writing is rewriting
Always give your copy one more pass. You will find something to cut, tighten, or make more specific every single time.
Examples
The Corbez voice in action.
Do write this
- “Verify your work email once. Your pass works at every partner near your office.”
- “$19.99/month flat. No commissions.”
- “Employment identity infrastructure. Free for employees.”
- “One new regular pays for a full year of Corbez.”
- “Companies add their existing deals. Employees carry access everywhere.”
- “No codes. No apps. Just show and go.”
Never write this
- “Leverage our identity infrastructure to unlock value.”
- “Seamless, frictionless, identity-powered access.”
- “In today's competitive talent landscape, employee perks matter.”
- “A robust corporate benefits marketplace with a wide range of solutions.”
- “Empower your employees with innovative perks that delight and retain.”
- “The manifestation of a vision for what professional identity can unlock.”
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