# Dhicorp Brand Voice

> A legacy-driven, institutional voice that is steady, transparent, and matter-of-fact.

## Positioning
Dhicorp is a diversified, family-oriented software provider serving the dairy, medical, and financial industries. It positions itself as a stable, long-term partner with deep roots in Utah Valley's high-tech history.

## Voice principles
*   **Established:** Emphasizes longevity and history using formal, declarative statements.
*   **Transparent:** Uses plain language to describe business operations and values without corporate jargon.
*   **Principled:** Focuses on ethics and "doing business the right way" through words like rapport, honesty, and trust.
*   **Stable:** Conveys a sense of permanence and reliability by highlighting private ownership and steady growth.

## Tone by context
| Context | Tone |
|---|---|
| Company History | Authoritative and proud. Focuses on legacy and "original" status. |
| Values/Philosophy | Earnest and relational. Uses "we believe" and "family-oriented" phrasing. |
| Error States | Functional and brief. Minimalist "Page not found" approach. |

## Lexicon
- **Use:** Diversification, stability, rapport, family-oriented, legacy, original, transparent, "How we do business."
- **Avoid:** Disruptive, startup, pivot, shareholders, whims, aggressive growth, cutting-edge (prefers "original high-tech").

## Messaging do's and don'ts
*   **Do:** Mention the year founded (1954) to establish authority.
*   **Do:** Use "we" to emphasize the collective, family-oriented nature of the business.
*   **Do:** Link diversification directly to stability and customer benefits.
*   **Don't:** Use hype-driven marketing language or trendy tech buzzwords.
*   **Don't:** Focus on short-term gains; always frame success in terms of "steady growth year after year."
*   **Don't:** Use overly complex sentence structures when describing company values.

## Evidence
*   "The Software Company" (Direct, definitive heading).
*   "We are Utah Valley's original high-tech" (Legacy-focused).
*   "Rather than catering to the whims of shareholders" (Principled/Private ownership).
*   "Open, honest, and transparent" (Explicit value statement).
*   "It's in our DNA" (Internalized mission).