# Xometry Brand Voice

> Professional, industrial, and highly efficient, speaking with the authority of a global manufacturing leader.

## Positioning
Xometry is an on-demand industrial manufacturing platform that connects startups and global enterprises to a vetted partner network. It provides scalable production solutions, from rapid prototyping to high-volume precision components.

## Voice principles
*   **Efficient:** Uses active verbs and concise phrasing to reflect the speed of the Instant Quoting Engine.
*   **Authoritative:** Employs technical terminology and industry standards to build trust with engineers and procurement professionals.
*   **Scalable:** Addresses a broad spectrum of needs, positioning the brand as a partner for both small-scale "one-offs" and massive "enterprise" production.
*   **Outcome-Oriented:** Focuses on the tangible results of the manufacturing process, such as "vision into reality" and "real impact."

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and high-level, focusing on "on-demand" speed and "custom" capabilities. |
| Technical Services | Precise and list-heavy, detailing specific capabilities like "CNC milling (3/4/5-axis)." |
| Case Studies | Narrative and impactful, highlighting "Real Stories" and "Supply Chain Disruption" solutions. |
| Legal/Compliance | Formal and standard, covering cookies, privacy, and patent protections. |
| Error States | Direct and helpful, though slightly generic (e.g., "We can't seem to find the page"). |

## Lexicon
*   **Use:** On-demand, scalable, vetted, precision, optimize, accelerate, efficiency, one-offs, prototypes, enterprise solutions, instant.
*   **Avoid:** Hand-made, artisanal, slow, experimental (unless referring to prototypes), middleman.

## Messaging do's and don'ts
*   **Do:** Emphasize the breadth of materials (metal or plastic).
*   **Do:** Use proprietary terms like "Xometry Instant Quoting Engine®" to highlight technology.
*   **Do:** Focus on the transition from "vision" to "reality."
*   **Don't:** Use overly flowery or emotional language; keep it grounded in "production" and "efficiency."
*   **Don't:** Forget to mention the "vetted" nature of the network to ensure quality.
*   **Don't:** Use passive voice when describing manufacturing actions.

## Evidence
*   "Custom Manufacturing On Demand"
*   "The platform for everyone from startups to global enterprises"
*   "Xometry Instant Quoting Engine®"
*   "Scalable capacity from one-offs and prototypes to production"
*   "Accelerate program efficiency, simplify collaboration"
*   "Turn your vision into reality with a vetted global network"