# Tenda.digital Brand Voice

> Friendly, technical, and solution-oriented with a focus on simplicity and human connection.

## Positioning
Tenda Digital is a technology studio that solves complex problems through programming, design, and electronics. They position themselves as "problem solvers" for companies looking for technical viability paired with user experience.

## Voice principles
*   **Approachable:** Uses casual greetings like "Oi" and "Vamos conversar" to lower the barrier between the studio and the client.
*   **Technical but Clear:** Mentions specific stacks (Google Cloud, Elasticsearch) but balances them with simple outcomes like "accessible kits" or "simple managers."
*   **Solution-Focused:** Prioritizes the act of "resolving" and "integrating" over just listing features.
*   **Passionate:** Uses emotive language to describe their relationship with work, specifically regarding technology and creativity.

## Tone by context
| Context | Tone |
|---|---|
| Hero / Introduction | Welcoming and personal. Uses first-person plural (Somos). |
| Project Descriptions | Descriptive and functional. Focuses on what the tool does for the user. |
| Call to Action | Open and inviting. Uses conversational prompts rather than hard sales. |
| Technical Specs | Precise and professional. Lists specific technologies and capabilities. |

## Lexicon
*   **Use:** Resolvedores, apaixonados, viabilidade técnica, simples de usar, incrível, conversar, integração.
*   **Avoid:** Complexidade desnecessária, burocracia, termos corporativos frios, "nós fornecemos" (prefer "somos").

## Messaging do's and don'ts
*   **Do:** Use "Oi" to start conversations.
*   **Do:** Frame technical work as "problem solving."
*   **Do:** Mention the human element (User Experience) alongside technical stacks.
*   **Don't:** Use overly formal business Portuguese (e.g., avoid "Prezados" or "Atenciosamente").
*   **Don't:** Focus only on the code; always mention the design or the physical component (electronics).
*   **Don't:** Use aggressive sales language; keep it collaborative.

## Evidence
*   "Oi. Somos a Tenda Digital." (Approachable/Personal)
*   "Somos apaixonados por tecnologia. Resolvemos problemas..." (Passionate/Solution-focused)
*   "Além da viabilidade técnica, contamos com User Experience." (Technical/Human balance)
*   "Esqueça 'dedos' ou 'dois ou um'..." (Casual/Relatable)
*   "Vamos conversar?" (Inviting CTA)