# Liv-ex Brand Voice

> Professional, authoritative, and data-driven: the voice of a global financial institution applied to the fine wine market.

## Positioning
Liv-ex is the global marketplace and data provider for fine wine professionals. It provides a transparent, efficient, and standardized exchange for merchants, brokers, and collectors to trade and value wine with confidence.

## Voice principles
*   **Authoritative:** Uses the language of finance and economics (exchange, data, benchmarks) to establish trust and leadership.
*   **Efficient:** Focuses on utility and "streamlining" processes, respecting the professional reader's time with clear, functional prose.
*   **Objective:** Emphasizes "independent" and "unbiased" data, avoiding the flowery or romantic language typically associated with wine consumption.
*   **Global:** Positions itself as the "world's largest network," speaking with the scale and reach of an international infrastructure provider.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-level and ambitious. Focuses on "The Exchange" as a definitive destination. |
| Product Features | Functional and benefit-oriented. Uses verbs like "manage," "benchmark," and "set." |
| Market Intelligence | Analytical and journalistic. Reports on shifts, demand, and specific vintage performance. |
| About / Leadership | Historical and foundational. Highlights the transition from "humble beginnings" to global expertise. |

## Lexicon
- **Use:** Exchange, market data, wine professionals, transactional, benchmark, unbiased, integrated logistics, market intelligence, granular data, seamless execution.
- **Avoid:** Not evident from captured copy, but notably avoids "tasting notes," "delicious," "aroma," or "lifestyle" descriptors.

## Messaging do's and don'ts
*   **Do:** Focus on the "professional" nature of the audience.
*   **Do:** Link every action to a data-driven outcome (e.g., "Every pricing decision is backed by data").
*   **Do:** Use financial terminology like "transactional," "historical," and "benchmark."
*   **Don't:** Use overly emotive or flowery language about the wine itself.
*   **Don't:** Refer to Liv-ex as just a shop or a store; it is an "Exchange" or "Marketplace."
*   **Don't:** Use slang or informal contractions that might undermine the brand's institutional authority.

## Evidence
- "The Exchange for fine wine, market data and insight."
- "Benchmark and set your prices using unbiased data."
- "Every pricing, buying and selling decision is backed by data."
- "Streamline buying & selling and achieve seamless execution."
- "UK buyers almost doubled their purchasing... A significant shift in fine wine demand."