# Dimedis Brand Voice

> Professional, data-driven, and authoritative with a touch of modern approachability.

## Positioning
Dimedis provides data-driven digital software solutions for retail, trade fairs, and corporate communication. It positions itself as a reliable German partner that strengthens business models through "Digital Signage" and visitor management technology.

## Voice principles
*   **Expert and Data-Centric:** Uses technical terminology (data-driven, use-cases, digital signage) to establish authority in the tech sector.
*   **Action-Oriented:** Employs clear imperatives (Register now, Learn more) to guide the user without being pushy.
*   **Collaborative:** Emphasizes partnership and shared growth (strengthening business models together, intensifying cooperation).
*   **Human and Occasionaly Playful:** Breaks the corporate mold in low-stakes moments, such as using exclamation marks and informal phrasing for errors.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and visionary: focuses on data-driven experiences and future-readiness. |
| Case Studies | Credible and results-oriented: uses quotes from high-level executives to validate claims. |
| News/Insights | Thought-leading: discusses intelligence, diversity, and industry trends. |
| Error States | Human and lighthearted: uses informal language (Ups!) to soften technical failure. |

## Lexicon
- **Use:** datengetrieben (data-driven), Kundenerlebnisse (customer experiences), Geschäftsmodelle stärken (strengthen business models), Praxisnah (practical/hands-on), Komplettlösung (complete solution), offiziell (official).
- **Avoid:** Not evident from captured copy (though the brand avoids overly flowery or vague marketing "fluff" in favor of technical specifics).

## Messaging do's and don'ts
*   **Do:** Mention specific industries like Retail, Messen (Trade Fairs), and Unternehmen (Corporates).
*   **Do:** Use social proof by naming high-profile clients like Koelnmesse, EnBW, and Wüstenrot.
*   **Do:** Highlight the "made in Germany" aspect of the software solutions.
*   **Don't:** Use overly complex jargon without connecting it to a business benefit (e.g., "maximizing reach").
*   **Don't:** Be afraid to show personality in the "connect circle" or blog sections.

## Evidence
- "datengetriebene Kundenerlebnisse digital" (Data-centricity)
- "Mit uns gemeinsam Geschäftsmodelle stärken" (Collaboration)
- "Es ist offiziell: dimedis & Marketing of Moments" (Authority)
- "Ups, da ist etwas schief gelaufen! ... Wirklich gar nichts!" (Playful error state)
- Use of specific titles like "Executive Director" and "Fachexperte" in testimonials (Professionalism)