# LabKey Brand Voice

> Professional, collaborative, and scientifically grounded.

## Positioning
LabKey provides flexible, scalable LIMS and data management software designed specifically for life science research. It serves scientific labs and research organizations through a partnership-driven approach that combines modern software with consultative support.

## Voice principles
*   **Collaborative:** Uses language that emphasizes partnership, shared goals, and human support over automated interactions.
*   **Scientifically Literate:** Employs industry-specific terminology (biologics, R&D, entity tracking) to demonstrate deep domain expertise.
*   **Reliable:** Focuses on proven track records, audit-ready records, and "first-class" support to build trust in high-stakes environments.
*   **Outcome-Oriented:** Highlights efficiency, "early wins," and the acceleration of discovery rather than just listing technical features.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Direct and authoritative. Focuses on the "built with scientists" pedigree. |
| Product Descriptions | Descriptive and functional. Uses verbs like "accelerate," "integrate," and "harmonize." |
| Pricing & Plans | Transparent and reassuring. Emphasizes what is included (support, security, hosting). |
| Case Studies | Results-driven. Focuses on transformation and real-world application. |

## Lexicon
- **Use:** Built with scientists, partnership, consultative, harmonize, accelerate, audit-ready, scalable, life science, dedicated support, early wins.
- **Avoid:** "Just another software vendor," generic tech jargon, hype-heavy adjectives, "disruptive."

## Messaging do's and don'ts
*   **Do:** Emphasize that the software is built for and by researchers.
*   **Do:** Highlight the human element of "exceptional support" and "dedicated success managers."
*   **Do:** Use specific scientific use cases like "antibody discovery" or "CAR T-Cell Clinical Trials."
*   **Don't:** Focus solely on the software features without mentioning the support and implementation process.
*   **Don't:** Use overly casual language; maintain a tone appropriate for "audit-ready" environments.
*   **Don't:** Forget to mention the "proven track record" and the scale of the user base (500+ labs).

## Evidence
- "Data management software built with scientists, for scientists."
- "Working with LabKey is different… we hear that’s a good thing!"
- "Transparent pricing. First-class support."
- "Real results from real researchers."
- "We help you realize early 'wins' that lay the foundation for successful implementation."