# CANKADO Brand Voice

> Functional, formal, and instructional with a focus on data processing and user guidance.

## Positioning
CANKADO is a digital platform for registered users that manages information and training services. It is designed for individuals with specific credentials, such as extension codes or welcome sheets, who need to access a secure portal.

## Voice principles
*   **Formal:** Uses full sentences and proper capitalization for brand names and technical terms.
*   **Instructional:** Focuses on guiding the user through specific actions like logging in or consenting to data use.
*   **Transparent:** Clearly explains why data is being processed and what the consequences of user actions are.
*   **Direct:** Uses the active voice to describe system functions and user requirements.

## Tone by context
| Context | Tone |
|---|---|
| Legal / Consent | Explanatory and precise. |
| Onboarding / Login | Helpful and directive. |
| Error / Notification | Informative and conditional. |

## Lexicon
*   **Use:** Processes, credentials, essential, functionality, consent, existing user, extension code.
*   **Avoid:** Not evident from captured copy (likely avoids slang, contractions, or overly casual greetings).

## Messaging do's and don'ts
*   **Do:** Use "CANKADO" in all caps when referring to the brand.
*   **Do:** Use conditional "if" statements to guide users with different needs (e.g., "If you received a welcome sheet").
*   **Do:** Explain the "why" behind technical requirements like cookies.
*   **Don't:** Use informal language or abbreviations in functional instructions.
*   **Don't:** Assume the user knows where to find their credentials without prompting.

## Evidence
*   "CANKADO processes information about your visit..."
*   "If you received a welcome sheet, please use the given credentials..."
*   "By clicking 'Accept all essential cookies' you allow us to store..."
*   "If you have an extension code, please enter"
*   "I am new to CANKADO"