# SolarWinds Brand Voice

> A confident, authoritative, and proactive partner that speaks with the urgency of an engineer and the clarity of a leader.

## Positioning
SolarWinds provides AI-powered observability and IT service management for enterprise environments. It is positioned as the reliable choice for high-performing IT teams who need to eliminate downtime and manage complex hybrid infrastructure.

## Voice principles
*   **Proactive:** Focuses on stopping problems before they occur rather than just reacting to them.
*   **Authoritative:** Uses declarative, punchy sentences that demonstrate deep technical expertise and long-standing industry leadership.
*   **Efficient:** Prioritizes speed and the elimination of "tool sprawl" or "barriers" to success.
*   **Supportive:** Balances high-tech AI capabilities with a human-centric commitment to helping the customer.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and outcome-oriented. Uses short, high-impact sentences to promise specific results. |
| Product Features | Technical and functional. Focuses on "capabilities" and "visibility" across specific environments. |
| Customer Success | Gracious and validating. Centers on "trust," "excellence," and "compliments." |
| Pricing | Transparent and simple. Avoids jargon in favor of clear, per-node metrics. |
| AI/Innovation | Visionary yet grounded. Uses terms like "Agentic AI by Design" to show a structured approach to new tech. |

## Lexicon
- **Use:** Eliminate, observability, resilience, fine-tune, agentic, tool sprawl, hybrid IT, anomaly detection, "by design," "the right choice."
- **Avoid:** Not evident from captured copy (though the brand avoids passive phrasing and overly flowery metaphors).

## Messaging do's and don'ts
*   **Do:** Use verbs that imply total control (Eliminate, Solve, Keep an eye on, Troubleshoot).
*   **Do:** Quantify success using social proof (Fortune 500, 300K+ customers, 5x ROI).
*   **Do:** Emphasize the speed of resolution (Faster, "before it ever starts").
*   **Don't:** Use "if" or "maybe" when discussing performance; speak as if the solution is a certainty.
*   **Don't:** Focus on the problem for too long; pivot quickly to the "AI-powered" solution.
*   **Don't:** Hide the human element; mention that the brand is "here to help" and values "human partnership."

## Evidence
- "Eliminate downtime before it ever starts" (Proactive/Authoritative)
- "Solve your biggest challenges. Faster." (Efficient)
- "Simple, transparent pricing." (Transparent)
- "The highest compliment is our customers' trust." (Supportive/Success-oriented)
- "Agentic AI by Design: A New Approach" (Visionary/Technical)