Voice & Tone

Our voice is how we communicate our brand personality. It should be consistent across all written content.

Brand Personality

Approachable

Speak like a neighbor, not a corporation. Use plain language.

Confident

We know IT — convey expertise without jargon.

Reassuring

"Let us handle it" — reduce the stress of technology for our customers.

Local

Reference the community, the landscape, and shared Pacific Northwest roots.

Tone Keywords

Approachable
Confident
Reassuring

We are technical experts who speak your language and make it simple for you.

Writing Guidelines

Do
  • Speak in plain, everyday language
  • Use contractions naturally (we're, you'll, it's)
  • Focus on benefits, not features
  • Be direct and get to the point
  • Emphasize local presence and community ties
Don't
  • Use technical jargon without explanation
  • Sound corporate or impersonal
  • Oversell or make exaggerated claims
  • Use buzzwords that don't add meaning

Writing Examples

Here's how to transform corporate-speak into our authentic voice:

Describing services
Instead of:

Leverage our synergistic cloud solutions to optimize your enterprise workflow infrastructure.

Write:

We'll set up cloud tools that make your work easier and help your team collaborate better.

Technical capability
Instead of:

Our cutting-edge proprietary methodology ensures seamless integration across all touchpoints.

Write:

We connect your systems so everything works together smoothly—no headaches.

Support communication
Instead of:

Submit a ticket to our support queue for enterprise-level SLA response.

Write:

Just give us a call or send an email. We'll get back to you within a day.

Brand Statement

“We are your neighbors. Your neighborhood IT shop. Let us take over your IT worries so you can focus on your business.”

— Core brand message for marketing materials