# OpenGamma Brand Voice

> Authoritative, institutional, and highly efficient.

## Positioning
OpenGamma is the new standard in cash and collateral management for derivatives users. It provides enterprise-wide margin and capital efficiency tools for leading financial firms, hedge funds, and commodity trading firms.

## Voice principles
*   **Imperative:** Uses strong command verbs to signal action and results.
*   **Institutional:** Maintains a professional, high-finance tone that prioritizes stability and expertise.
*   **Precise:** Focuses on specific financial outcomes like liquidity, capital, and margin.
*   **Efficient:** Uses short, punchy sentences that mirror the speed and optimization of the software.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-level and value-driven. Focuses on "Powering" and "Unlocking." |
| Product Features | Functional and outcome-oriented. Uses verbs like "Predict," "Calculate," and "Streamline." |
| Error States | Direct and helpful. Admits the error simply without being overly apologetic or humorous. |
| Recruitment/Company | Visionary and ambitious. Focuses on "Reinventing" and "Cutting-edge." |

## Lexicon
- **Use:** Efficiency, Release, Preserve, Unlock, Powering, New standard, Strategic, Enterprise-wide, Capital, Liquidity, Margin.
- **Avoid:** Not evident from captured copy (though the brand avoids slang, fluff, or overly emotional language).

## Messaging do's and don'ts
*   **Do:** Use active verbs to start sentences (e.g., "Release Capital," "Manage liquidity").
*   **Do:** Focus on the dual benefit of cost reduction and regulatory compliance.
*   **Do:** Position the brand as a leader or a "new standard" in the industry.
*   **Don't:** Use industry jargon without a clear benefit attached to it.
*   **Don't:** Use casual or "friendly" tech-startup tropes.
*   **Don't:** Be vague about the value proposition; always tie it back to capital or efficiency.

## Evidence
*   "Powering Efficiency in Derivatives Markets" (Imperative/Efficiency)
*   "Release Capital. Preserve Liquidity." (Short, punchy, declarative)
*   "The new standard in cash and collateral" (Positioning/Authority)
*   "Sorry, we couldn't find that page... You’ve landed in the wrong place." (Direct error handling)
*   "Our mission is to reinvent Treasury in finance" (Visionary/Institutional)