# Cloud.ru Brand Voice

> A confident, expert, and helpful partner that simplifies complex cloud infrastructure.

## Positioning
Cloud.ru is a leading Russian provider of cloud and AI services (IaaS, PaaS, and AI) offering enterprise-grade infrastructure and technical expertise to businesses of all sizes.

## Voice principles
*   **Authoritative:** Uses market leadership claims and technical certifications (Tier III, №1) to establish trust.
*   **Supportive:** Emphasizes partnership and assistance at every stage of the cloud journey.
*   **Direct:** Uses imperative verbs to guide the user without unnecessary fluff.
*   **Accessible:** Focuses on making complex technologies like AI and Kubernetes "simple and convenient."

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and ambitious. Focuses on market leadership and scale. |
| Product Listings | Functional and descriptive. Uses technical naming conventions (Evolution + Service). |
| Community/Social | Engaging and educational. Invites participation and knowledge sharing. |
| Error States | Helpful and redirective. Acknowledges the issue and provides immediate alternatives. |

## Lexicon
- **Use:** Evolution (product prefix), Простой (simple), Удобный (convenient), Поддержим (we will support), Решение (solution), Эксперты (experts), Сообщество (community).
- **Avoid:** "Not evident from captured copy" (The copy is strictly professional; avoid slang or overly casual greetings).

## Messaging do's and don'ts
*   **Do:** Use active verbs to start calls to action (Начните, Станьте, Создаем).
*   **Do:** Highlight specific technical tiers and rankings (Tier III, №1 на рынке).
*   **Do:** Frame the cloud as a solution to a specific business task.
*   **Don't:** Leave the user at a dead end (always suggest "other useful pages").
*   **Don't:** Use vague promises; back claims with 24/7 support and proven practices.
*   **Don't:** Overcomplicate the entry point; emphasize "for beginners" and "simple access."

## Evidence
- "№1 на рынке IaaS/PaaS/AI" (Authoritative)
- "Делаем доступ к облакам и AI простым и удобным" (Accessible/Supportive)
- "Начните с популярных сервисов" (Direct/Imperative)
- "Такой страницы нет, но есть другие полезные страницы" (Helpful error state)
- "Поддержим переход в облако на всех этапах" (Supportive)