# SMS (エス・エム・エス) Brand Voice

> A mission-driven, authoritative, and institutional voice focused on societal infrastructure and professional problem-solving.

## Positioning
SMS is an information infrastructure provider dedicated to solving the challenges of an aging society. It serves healthcare professionals, elderly care providers, and investors by improving quality of life through data-driven services and human resource solutions.

## Voice principles
*   **Mission-Oriented:** Focuses on long-term societal contribution and "quality of life" rather than just business transactions.
*   **Authoritative:** Uses formal, standard business Japanese (Desu/Masu) to establish trust with institutional stakeholders and government bodies.
*   **Structured:** Organizes information logically using clear categories like "Career," "Healthcare," and "Senior Life."
*   **Transparent:** Provides direct, factual summaries of corporate stances and investor relations without marketing fluff.

## Tone by context
| Context | Tone |
|---|---|
| Corporate Mission | Visionary and solemn. Focuses on "contribution" and "infrastructure." |
| Press Releases | Factual and news-oriented. Uses specific dates, event names, and data points. |
| Investor Relations | Professional and transparent. Prioritizes clarity in financial and management policy. |
| Error States | Polite but clinical. Apologetic for the inconvenience while providing technical IDs. |

## Lexicon
- **Use:** 高齢社会 (Aging society), 情報インフラ (Information infrastructure), 貢献 (Contribution), 解決に挑む (Challenging/tackling solutions), 質を向上 (Improving quality), 持続的 (Sustainable).
- **Avoid:** Casual slang, overly emotional marketing adjectives, or vague buzzwords not tied to healthcare/society.

## Messaging do's and don'ts
*   **Do:** Emphasize the connection between business activities and societal improvement.
*   **Do:** Use specific service names (e.g., ナース専科, カイゴジョブ) to ground abstract concepts in reality.
*   **Do:** Maintain a polite, humble stance when addressing users (e.g., "お手数ですが").
*   **Don't:** Use aggressive sales language or "get started now" urgency.
*   **Don't:** Refer to the company or its mission in a lighthearted or informal manner.
*   **Don't:** Omit the professional context of the healthcare and nursing industries.

## Evidence
- "高齢社会に適した情報インフラを構築することで人々の生活の質を向上し、社会に貢献し" (Mission statement)
- "高齢社会が直面する課題の解決に挑む私たちの事業内容をお伝えします" (Business overview)
- "持続的な社会の実現を目指し、さまざまなテーマに取り組んでいます" (Sustainability)
- "お手数ですがこちらからお問い合わせください" (Error state/Customer support)