# Mcube Brand Voice

> Functional and transparent technical communication.

## Positioning
Not evident from captured copy (the provided text is limited to a security interstitial).

## Voice principles
*   **Functional:** Focuses on the immediate action being taken.
*   **Transparent:** Explains why a process is happening to set user expectations.
*   **Formal:** Uses standard technical terminology without colloquialisms.

## Tone by context
| Context | Tone |
|---|---|
| Security/System States | Informative, neutral, and process-oriented. |

## Lexicon
- **Use:** Performing, verification, security service, malicious, verifies.
- **Avoid:** Not evident from captured copy.

## Messaging do's and don'ts
*   **Do:** Use present continuous verbs for active processes (e.g., "Performing").
*   **Do:** State the purpose of a security measure clearly.
*   **Do:** Use precise nouns like "verification" and "service".
*   **Don't:** Use personification or overly friendly greetings.
*   **Don't:** Use vague language when describing system actions.

## Evidence
*   "Performing security verification"
*   "This website uses a security service to protect against malicious bots."
*   "This page is displayed while the website verifies you are not a bot."