# PowerDMS Brand Voice

> Professional, welcoming, and functional.

## Positioning
PowerDMS is a secure document management and compliance platform for organizations. It serves as a centralized gateway for users to access proprietary site information and resources.

## Voice principles
*   **Welcoming:** Uses inclusive greetings to establish a friendly entry point.
*   **Functional:** Focuses on the immediate task at hand with no unnecessary fluff.
*   **Direct:** Uses imperative verbs to guide the user through technical processes.
*   **Professional:** Maintains a standard corporate tone suitable for compliance and administrative environments.

## Tone by context
| Context | Tone |
|---|---|
| Login / Entry | Welcoming and hospitable. |
| Instructions | Clear, concise, and instructional. |
| Legal / Footer | Formal and protective. |

## Lexicon
*   **Use:** Welcome, Site Key, Continue, Information.
*   **Avoid:** "Hey", "Login", "Password" (when referring specifically to the Site Key), "Go".

## Messaging do's and don'ts
*   **Do:** Use exclamation points sparingly to show warmth in greetings.
*   **Do:** Use Title Case for specific technical fields like "Site Key".
*   **Do:** Provide clear paths for "more information" via external links.
*   **Don't:** Use slang or overly casual contractions.
*   **Don't:** Use aggressive or urgent language for routine administrative tasks.
*   **Don't:** Overcomplicate simple instructions with technical jargon.

## Evidence
*   "Welcome to PowerDMS!"
*   "Enter Site Key"
*   "Continue"
*   "Visit PowerDMS.com for more information."