# Tekizma Brand Voice

> Professional, outcome-oriented, and technically precise.

## Positioning
Tekizma is a software engineering and data science firm that provides analytics and privacy-focused products (Datanyx and MaskBits) to help organizations manage data quality and business intelligence. It positions itself as a multidisciplinary partner for businesses needing to streamline service delivery and minimize privacy risks.

## Voice principles
*   **Functional:** Focuses on what the software does and the specific utility it provides.
*   **Trustworthy:** Uses formal language to emphasize reliability, data quality, and consumer confidence.
*   **Direct:** Employs active verbs like "streamline," "minimize," and "foster" to describe impact.
*   **Aspirational yet grounded:** Combines high-level goals (dreaming big) with specific technical methodologies (AI, Data Science, Product Engineering).

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Visionary and benefit-driven: focuses on making the business "advantageous." |
| Product Descriptions | Technical and descriptive: explains features like "drag & drop" and "data masking." |
| Company Mission | Sincere and committed: emphasizes high standards and multidisciplinary passion. |

## Lexicon
- **Use:** Streamline, foster, robust, comprehensive, multidisciplinary, innovation, data quality, data masking, advantageous.
- **Avoid:** Not evident from captured copy (likely avoids slang, overly casual contractions, or aggressive sales jargon).

## Messaging do's and don'ts
*   **Do:** Use active verbs to describe product benefits (e.g., "uncover insights," "enhance privacy").
*   **Do:** Mention the specific location (Vienna, Virginia) and founding year (2015) to establish roots.
*   **Do:** Connect technical features directly to business outcomes like "consumer confidence" and "satisfaction."
*   **Don't:** Use overly complex metaphors; stick to the "dream big" and "innovation" themes present in the copy.
*   **Don't:** Be vague about data handling; use specific terms like "preserving contextual information" and "relationships across entities."

## Evidence
*   "Tekizma products streamline the delivery of high-quality services."
*   "A robust business intelligence tool designed to uncover insights from raw data."
*   "Minimize privacy risks, enable statistical data analysis."
*   "Our multidisciplinary team is passionate about our mission."
*   "Using Product Engineering, AI and Data Science to make your business Advantageous."