# Axilion Brand Voice

> Functional, technical, and passive.

## Positioning
Not evident from captured copy (the provided source text consists exclusively of browser-level connection errors).

## Voice principles
- **Functional:** Focuses on the immediate status of the interface.
- **Technical:** Uses system-level terminology to describe issues.
- **Passive:** Describes events as occurrences rather than actions taken by a user or the brand.

## Tone by context
| Context | Tone |
|---|---|
| Error states | Clinical, detached, and explanatory. |

## Lexicon
- **Use:** reached, temporarily down, moved permanently, web address.
- **Avoid:** Not evident from captured copy.

## Messaging do's and don'ts
- **Do:** Use the passive voice to describe technical failures.
- **Do:** Provide specific technical reasons for a lack of connectivity.
- **Do:** Use "might" or "may" to express uncertainty regarding system status.
- **Don't:** Use personification or empathetic language (e.g., "We're sorry").
- **Don't:** Use contractions in formal status headers.

## Evidence
- "This site can’t be reached"
- "The webpage at... might be temporarily down"
- "or it may have moved permanently to a new web address."
- "ERR_TUNNEL_CONNECTION_FAILED"