# Cube Brand Voice

> Authoritative, technical, and precise, focusing on trust and architectural stability in the AI era.

## Positioning
Cube is an agentic, AI-native semantic layer platform for data engineers and software companies. It provides a single source of truth for business intelligence and embedded analytics, ensuring AI-generated answers are grounded in governed data definitions.

## Voice principles
*   **Architectural:** Uses structural language like "foundation," "layer," and "construction" to emphasize stability.
*   **Precise:** Focuses on specific technical outcomes like "multi-tenant by construction" and "semantic model agent."
*   **Confident:** Makes bold, definitive claims about the future of the industry without using fluff or hype-heavy adjectives.
*   **Direct:** Uses short, declarative sentences that prioritize clarity over cleverness.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-level and visionary. Focuses on the "agentic" future and "semantic foundation." |
| Product Features | Functional and benefit-oriented. Explains exactly what the tool "grounds" or "keeps." |
| Pricing | Transparent and utilitarian. Uses clear labels like "per Developer" and "Extended limits." |
| Social Proof | Validating. Highlights specific enterprise migrations (e.g., "chose Cube over dbt") and community scale. |

## Lexicon
*   **Use:** Agentic, semantic layer, grounded, governed, single source of truth, AI-native, multi-tenant, plain English, data layer.
*   **Avoid:** Not evident from captured copy (though the brand avoids generic "AI magic" tropes in favor of "semantic grounding").

## Messaging do's and don'ts
*   **Do:** Emphasize that AI answers must be "grounded" in a semantic model to be trusted.
*   **Do:** Use the phrase "single source of truth" when discussing data definitions.
*   **Do:** Highlight the "agentic" nature of the platform as the next evolution of analytics.
*   **Don't:** Focus on visual charts alone; emphasize that "the future of reporting isn't a chart, it's an insight."
*   **Don't:** Use vague terms for AI; specify "Analytics Chat," "Semantic model agent," or "Natural-language analytics."

## Evidence
*   "The agentic analytics platform built on a semantic layer"
*   "Cube grounds Analytics Chat, workbooks, and dashboards"
*   "Maximum control at the data layer; build any UI on top."
*   "The future of reporting isn't a chart, it's an insight."
*   "Multi-tenant by construction. Governance flows through end to end."