# Labfellows Brand Voice

> Labfellows sounds like a precise, utility-driven partner that speaks the technical language of lab operations and procurement.

## Positioning
Labfellows is an automation platform and cloud API suite designed for life science startups, universities, and facilities teams. It provides a "LabOps" operating system to manage purchasing, shipping, and inventory workflows through a hybrid or ground-up digital infrastructure.

## Voice principles
*   **Functional:** Focuses on specific capabilities and technical features rather than abstract benefits.
*   **Scalable:** Uses language that suggests growth, such as "unlimited," "unleashed," and "from the ground up."
*   **Technical:** Employs industry-standard terminology (cXML, Punchout, Procure-to-Pay) to establish immediate credibility with lab managers and accounts payable.
*   **Efficient:** Uses short, action-oriented phrases that mirror the speed of the automation it provides.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Direct and transformative. Focuses on "upgrading" and "building" systems. |
| Pricing/Plans | Encouraging and flexible. Uses phrases like "Choose the plan that fits" and "Quickest and easiest way." |
| Feature Lists | Highly granular and categorical. Uses technical nouns to describe specific automation capabilities. |
| Call to Action | Low-friction and collaborative. Invites the user to "Tap into" resources or "Join" programs. |

## Lexicon
- **Use:** Automate, Procure-to-Pay, LabOps, Plug-n-Play, Unleashed, 360-degree, On-demand, Hybrid, Legacy, Ground up.
- **Avoid:** Not evident from captured copy (though the brand avoids flowery, emotional adjectives).

## Messaging do's and don'ts
*   **Do:** Use compound technical terms like "Procure-to-Pay" and "Shipping & Receiving Automation."
*   **Do:** Emphasize the removal of limits (e.g., "Unlimited orders, suppliers, approvals").
*   **Do:** Highlight integration capabilities using active verbs like "Plug-n-Play" and "Unlock."
*   **Don't:** Use vague business jargon; stay specific to lab roles like "Scientist," "Lab Management," and "Accounts Payable."
*   **Don't:** Over-promise without naming the mechanism (e.g., mention the "FUSION API" or "LFPay rates" specifically).

## Evidence
*   "Upgrade your legacy system to a hybrid, or build a complete system from the ground up."
*   "Automate Procure-to-Pay workflows across your favorite tools."
*   "Plug-n-Play your org’s favorite tools and apps."
*   "3-Click New Supplier Account Request."
*   "Everything unleashed in Free, plus..."