# Whamcloud Brand Voice

> Whamcloud sounds authoritative, technical, and community-oriented, prioritizing reliability and scale over marketing flair.

## Positioning
Whamcloud provides enterprise-grade technical support and development for Lustre, the high-performance parallel file system. It serves organizations requiring massive data speed and reliability, specifically those operating supercomputers or large-scale Linux environments.

## Voice principles
*   **Authoritative:** Uses definitive language to establish expertise in high-stakes computing environments.
*   **Technical:** Employs precise industry terminology (GPLv2, block storage, parallel file system) without over-explanation.
*   **Reliable:** Focuses on stability, maturity, and "enterprise-grade" performance to build trust.
*   **Communal:** Positions the brand as an active contributor and leader within an open-source ecosystem.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Direct and high-level, focusing on scale and performance. |
| About Prose | Professional and institutional, emphasizing history and partnership. |
| Community/Wiki | Collaborative and forward-looking, inviting participation. |
| Technical Specs | Objective and factual, highlighting maturity and stability. |

## Lexicon
- **Use:** Enterprise-grade, unparalleled, mature, open source, fast and reliably, community roadmap, premier support, capacity at scale.
- **Avoid:** Not evident from captured copy (though the copy avoids hyperbolic "disruptive" or "game-changing" tech clichés).

## Messaging do's and don'ts
*   **Do:** Emphasize the "mature" and "stable" nature of the technology.
*   **Do:** Highlight the scale of the solution (e.g., the world's 100 fastest supercomputers).
*   **Do:** Use specific technical descriptors like "parallel file system" and "block storage."
*   **Don't:** Use overly casual language or slang.
*   **Don't:** Focus on small-scale applications; the copy targets "performance and capacity at scale."
*   **Don't:** Ignore the open-source community aspect of the product.

## Evidence
*   "Enterprise-grade technical support for Lustre"
*   "Lustre is mature and open source (GPLv2), running stably in production"
*   "If you need lots of data fast and reliably"
*   "The parallel file system for performance and capacity at scale"
*   "A majority of the world's 100 fastest supercomputers have relied on Lustre"