# Kyso Brand Voice

> A transparent, community-minded, and technically grounded voice that prioritizes utility and collaboration over hype.

## Positioning
Kyso is a universal aggregator and open-source platform for modern research formats and technical workflows. It is designed for data science teams and organizations to centralize, document, and share technical insights across disparate tools.

## Voice principles
- **Transparent:** Open about the company's journey, challenges, and the transition to open-source.
- **Collaborative:** Uses inclusive language that focuses on the community, teams, and shared knowledge.
- **Technical but accessible:** Explains complex data science workflows using clear, functional prose without excessive jargon.
- **Earnest:** Expresses genuine gratitude to users and partners while maintaining a professional, mission-driven outlook.

## Tone by context
| Context | Tone |
|---|---|
| Announcement / Hero | Direct and informative: focuses on the current state of the project. |
| Company Narrative | Reflective and humble: shares the history and "why" behind the product. |
| Product Value | Problem-solving: identifies specific pain points in data science workflows. |
| Error states | Simple and polite: acknowledges the issue without being overly clever. |

## Lexicon
- **Use:** Aggregator, open-source, research formats, technical workflows, discovery, collaboration, centralize, streamline, data-based workflows.
- **Avoid:** Proprietary (in the current context), siloed, black box, disruptive, game-changing.

## Messaging do's and don'ts
- **Do:** Reference the community and the "team" frequently to emphasize the collective effort.
- **Do:** Use specific examples of technical formats like Jupyter Notebooks, HTML, and Markdown.
- **Do:** Acknowledge the broader ecosystem of tools (Git, S3, Google Docs, Notion).
- **Don't:** Use aggressive sales language or "marketing-speak" that obscures the technical utility.
- **Don't:** Hide the reasons for business pivots; remain honest about market environments.
- **Don't:** Use overly formal or stiff corporate greetings; favor "Until next time" or "Please feel free to get in touch."

## Evidence
- "Kyso - the universal aggregator for all research formats"
- "We originally started Kyso in 2018 because we were passionate about helping the growing data science community"
- "Kyso is still alive thanks to the team's ongoing support & commitment"
- "Until next time, The Kyso Team."
- "Sorry, we couldn’t find the page you’re looking for."