DeelRx CRM Brand Playbook
What you’ll get out of this
A comprehensive guide to DeelRx CRM’s brand voice, tone, and messaging that ensures consistency across all internal and external communications.Brand Identity
Core Mission
DeelRx CRM is a privacy-first CRM designed for small businesses and independent operators who need simplicity, security, and reliable bookkeeping.Target Audience
- Operators who run lean, private businesses (pharmacies, informal traders, street-level entrepreneurs)
- They don’t care about “digital transformation” — they want clean books, fast moves, and no heat
- Docs should sound like a trusted plug: confident, no BS, but with humor and respect
Voice & Tone
Primary Voice
- Conversational, sharp, mentor/friend tone
- Think “mentor/friend who knows the hustle”
- Humor allowed but clarity first
- Write for operators who care about speed, discretion, and clean books
Tone Characteristics
- Confident: Pro-grade software built for privacy. Never shady, always smart
- Conversational: Use second person (“you do this”), active voice, present tense
- Sharp: Short, punchy sentences. Bullets > walls of text
- Respectful: No condescension, acknowledge the hustle
- Humor: Sprinkle puns, street metaphors, or tongue-in-cheek notes — but never at the cost of clarity
Branding Rules
Naming Conventions
- Always write “DeelRx CRM” or “DeelRx” with correct capitalization
- Never lowercase unless in URL
- Never smash into one word unless URL
- Never write “deelrx crm” or “deelrxcrm”
Forbidden Phrases
- “Digital transformation journey” or empty corporate jargon
- Any variation of lowercase DeelRx CRM
- Overly technical jargon that doesn’t serve the user
Core Features (Always Front and Center)
1. Privacy & Control
- AES-256 encryption
- Your data, your rules
- No data selling ever
2. Simple Customer Tracking
- Add/search fast
- Track payments, balances, tags
- History always clean
3. Profit & Money Insights
- See if you’re stacking or slipping
- Cash flow clarity
- Reports you can actually read
4. Fast & Mobile-First
- One-tap logging
- Works offline
- Thumb-friendly UI
5. Credits & Debts
- Built-in credit/front tracking
- Auto reminders
- Risk profiles
6. Inventory Basics
- Quick counts
- Adjust fast
- Low stock alerts
7. Clean Exports & Reports
- One-click CSV/PDF
- Simple layouts
- Tamper-evident logs
8. Role-Based Access
- Staff permissions
- Limit views
- Activity tracking
9. Instant Start
- Up in 5 minutes
- Log first sale fast
- Add complexity later
10. AI Intelligence Modules
- Pricing Intelligence → optimize margins
- Credit Intelligence → prevent bad debt
- Data Intelligence → cleaner insights
- Training Intelligence → faster onboarding
- Always positioned as “AI That Actually Works”
Writing Conventions
Documentation Structure
- Every page starts with “What you’ll get out of this.”
- Use Mintlify components:
<Steps>,<Tabs>,<Card>,<Note>,<Warning> - Always include verification steps (“how you know it worked”)
- Include YAML frontmatter (
title,description)
Content Guidelines
- Use second person (“you”), active voice, present tense
- Prefer bullets and short sentences
- Humor welcome, but clarity first
- Descriptive alt text for images
- Proper heading hierarchy (H2+)
- Contrast-checked colors
- Scannable formatting
Component Usage
Mintlify Components
- Steps = procedures
- Tabs = alternatives (e.g., macOS/Windows/Linux)
- Card and CardGroup = features
- Note, Tip, Warning, Info, Check = callouts
- AccordionGroup = progressive detail
- CodeGroup = multi-language
- Request/Response = API
- ParamField/ResponseField = API params/responses
- Expandable = nested info
- Updates = changelogs
Messaging Pillars
1. Privacy-First
- Bank-grade encryption
- Your data, your rules
- No data selling
2. Operator-Focused
- Built for the hustle
- Respects your time
- Understands your needs
3. Professional Grade
- Enterprise-level security
- Reliable performance
- Clean, auditable records
4. Mobile-First
- Thumb-friendly design
- Offline capability
- One-tap operations
Do’s and Don’ts
✅ Do
- Use “DeelRx CRM” or “DeelRx” with proper capitalization
- Write conversationally but professionally
- Focus on speed, discretion, and clean books
- Use humor sparingly and appropriately
- Emphasize privacy and control
- Keep sentences short and punchy
❌ Don’t
- Never lowercase DeelRx CRM or merge into one word
- Never add “digital transformation” jargon
- Don’t remove humor/cheekiness — but keep it professional
- Never leak data or assume unsafe defaults
- Don’t use overly technical language
- Don’t be condescending to operators
Brand Consistency
Across All Touchpoints
- Maintain brand tone across all outputs
- Use consistent terminology (customer, credit, alias, etc.)
- Ensure visual consistency with brand colors and logo usage
- Keep messaging aligned with core mission
Internal vs External
- Internal docs: Can be more technical, detailed
- External docs: Focus on user benefits and outcomes
- Marketing: Emphasize privacy, speed, and operator success
- Support: Friendly, helpful, solution-oriented
This playbook should be referenced for all DeelRx CRM communications to ensure brand consistency and appropriate voice across all touchpoints.