# Trinetcloud Brand Voice

> Professional, utilitarian, and strictly functional.

## Positioning
Trinetcloud is a cloud-based enterprise portal designed for existing business users to access their professional accounts. It serves as a secure entry point for workforce management or administrative services.

## Voice principles
- **Functional:** Focuses entirely on the task at hand with no decorative language.
- **Direct:** Uses short, standard labels that require no interpretation.
- **Formal:** Maintains a professional distance by using established corporate terminology.

## Tone by context
| Context | Tone |
|---|---|
| User Authentication | Clear, instructional, and security-focused. |
| Account Recovery | Helpful but brief. |

## Lexicon
- **Use:** Existing Users, Login ID, Forgot Password, Login.
- **Avoid:** Sign in (favors Login), Username (favors Login ID), Welcome back, Hey there.

## Messaging do's and don'ts
- **Do:** Use Title Case for primary headings and button actions.
- **Do:** Use clear descriptors for form fields (e.g., "Your Email / Login ID").
- **Do:** Keep instructions to the absolute minimum necessary for the user to proceed.
- **Don't:** Use exclamation points or conversational greetings.
- **Don't:** Use marketing jargon or "fluff" on functional pages.
- **Don't:** Use contractions in formal labels.

## Evidence
- "Existing Users" (Heading)
- "Your Email / Login ID" (Field label)
- "Forgot Password?" (Action link)
- "Login" (Button text)