# Cubictree Brand Voice

> Professional, authoritative, and data-driven with an emphasis on scale and disruption.

## Positioning
Cubictree is a legal technology leader providing real-time litigation data analytics and enterprise management solutions. It serves BFSI, large corporates, and government organizations by converting complex legal data into actionable recovery assets.

## Voice principles
*   **Authoritative:** Uses industry-specific terminology and bold claims of market leadership to establish trust.
*   **Analytical:** Focuses on data points, real-time tracking, and deep litigation insights rather than abstract promises.
*   **Efficient:** Employs concise, noun-heavy phrases that mirror the speed and automation of the software.
*   **Agnostic:** Maintains a neutral, professional tone that applies equally to banking, corporate, and legal sectors.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and disruptive. Focuses on being "India's 1st" and "Largest." |
| Product Descriptions | Technical and functional. Lists specific workflows and integrations. |
| Client Testimonials | Validating and practical. Highlights daily utility and "quality of life." |
| Process/Lifecycle | Sequential and logical. Uses industry standard phases like "Pre-lending" and "NPA." |

## Lexicon
*   **Use:** Disrupting, Real-Time DEEP Litigation, Industry Agnostic, Harness the power, End to end, Configurable, Recoverable Assets, Integrated, Automated.
*   **Avoid:** Simple (use "Configurable" or "Self-explanatory"), Cheap (use "ROI"), Maybe (use "Real-time"), Not evident from captured copy.

## Messaging do's and don'ts
*   **Do:** Use specific numbers and metrics to prove scale (e.g., "250 crore+ Litigation records").
*   **Do:** Use title case for proprietary processes and product names.
*   **Do:** Emphasize the transition from "Bad Debt" to "Recoverable Assets."
*   **Don't:** Use flowery or emotional language; keep the focus on "workflows" and "mechanisms."
*   **Don't:** Use passive voice when describing what the software does.
*   **Don't:** Refer to the company as a startup; emphasize the "11 years of disrupting."

## Evidence
*   "11 years of disrupting Legal Technology space"
*   "Convert Bad Debts to Recoverable Assets"
*   "Real-Time DEEP Litigation Data Analytics"
*   "We are Industry Agnostic :BFSI | Corporates | Lawfirms"
*   "Harness the power of Cubictree"
*   "Single platform to Manage Notices and cases"