Voice Dos and Don'ts

Voice & Tone Best Practices

Our brand voice is sophisticated, confident, and consultative while maintaining approachability. These guidelines will help you craft communications that reflect our positioning as an AI-first consulting firm rather than a commodity services provider.

Positioning & Framing

DO

  • Position us as strategic advisors and partners
  • Emphasize our expertise and specialized knowledge
  • Focus on outcomes and business impact
  • Highlight our AI-first approach and methodology
  • Reference our global delivery capabilities as a strength
  • Emphasize our ability to solve complex challenges
  • Connect technology capabilities to business objectives
  • Highlight our consultative approach to problem-solving
  • Frame our work as transformative and strategic
  • Reference our established partnerships (e.g., Google Cloud)

DON'T

  • Position us as a commodity service provider
  • Emphasize our low cost as a primary benefit
  • Focus solely on execution without strategic context
  • Present ourselves as merely following instructions
  • Refer to our global model as "offshore" development
  • Use language that suggests temporary or transitional work
  • Describe our team as "resources" or "staff"
  • Position us as just implementing others' strategies
  • Use language that diminishes our expertise
  • Emphasize speed or cost over quality and outcomes

Terminology Choices

For a comprehensive list of preferred terminology versus terms to avoid, please see our Communication Excellence Guide. This resource provides specific language recommendations across multiple categories to ensure we consistently present ourselves as a sophisticated consulting firm.

General Voice Guidelines

DO

  • Speak with confidence and authority
  • Use clear, concise language that conveys expertise
  • Be conversational while maintaining professionalism
  • Address client challenges directly
  • Balance technical precision with accessibility
  • Ground statements in business outcomes
  • Use active voice in most communications
  • Maintain a consulting tone that suggests partnership
  • Be future-focused and forward-thinking
  • Express complex ideas in accessible terms

DON'T

  • Use overly casual or informal language
  • Use excessive technical jargon without explanation
  • Sound passive or tentative in recommendations
  • Adopt a subservient or order-taking tone
  • Use generic, templated language
  • Focus solely on technologies without business context
  • Make unsubstantiated claims about capabilities
  • Use clichés or outdated business expressions
  • Write in long, complex sentences
  • Overcomplicate simple concepts

Example Transformations

AVOID

"We offer cost-effective offshore development resources that can help you complete your IT projects on time and under budget. Our experienced developers are trained in the latest technologies and can code according to your specifications."

PREFER

"Our global engineering team brings deep expertise to your technology initiatives, delivering strategic solutions that drive measurable business outcomes. Our consultants combine technical excellence with domain knowledge to transform your vision into reality while maximizing the return on your technology investment."

AVOID

"As requested, we've assigned 5 resources to your project. Our offshore team will handle the coding, and our onsite coordinator will manage communication. We'll follow your requirements exactly as specified in the SOW."

PREFER

"We've orchestrated a specialized team of five engineers aligned with your objectives. Our global delivery model combines local leadership with distributed expertise to ensure both strategic alignment and efficient execution. We'll collaborate closely to translate your vision into a technical reality."

AVOID

"We can provide junior developers at low cost. Our hourly rates are very competitive compared to US companies, and we can do the same quality work for half the price."

PREFER

"Our team includes both experienced and early-career engineers who bring diverse perspectives to your challenges. Our global talent model provides exceptional value while maintaining the highest standards of engineering excellence and strategic insight."