# CAPcargo Brand Voice

> Professional, collaborative, and industry-focused with a steady, reliable Swiss-adjacent tone.

## Positioning
CAPcargo provides specialized logistics software and consulting for transport service providers and the manufacturing industry. They position themselves as a long-term partner that enables "logistic excellence" through Microsoft-based technology.

## Voice principles
*   **Professional and Competent:** Uses industry-standard terminology (Roadmap-Policy, TransportManagement) to establish authority.
*   **Collaborative:** Emphasizes the power of the team and partnership through phrases like "Together for more" and "Kundenrückmeldungen" (customer feedback).
*   **Direct and Functional:** Focuses on utility and clarity, especially when describing license types and technical updates.
*   **Inviting:** Maintains a welcoming posture regarding events and personal meetings, using polite calls to action.

## Tone by context
| Context | Tone |
|---|---|
| News & Events | Welcoming and community-oriented, focusing on personal connection and team culture. |
| Product/Licensing | Structured and precise, using clear tiers (Active vs. Passive) to define utility. |
| Corporate Identity | Purpose-driven and principled, focusing on "excellence" and accountability. |
| Support/Policy | Transparent and responsive, framing changes as a reaction to user needs. |

## Lexicon
- **Use:** Logistic excellence, Together for more, Transportdienstleister, Produzierende Industrie, geschäftskritisch (business-critical), Roadmap-Policy, Sichtbarkeit (visibility).
- **Avoid:** Not evident from captured copy (though the brand avoids overly "disruptive" or "hype-driven" tech jargon in favor of established industry terms).

## Messaging do's and don'ts
*   **Do:** Emphasize the human element of the company (TeamWeek, personal visits at trade fairs).
*   **Do:** Use clear categories for software access (Full user, Read-only, Active/Passive).
*   **Do:** Link technical solutions to business outcomes like "higher margins" or "visibility in the supply chain."
*   **Don't:** Use aggressive sales language; the copy favors "enabling" and "supporting" over "disrupting."
*   **Don't:** Be vague about product updates; provide specific reasons for policy changes (e.g., customer feedback).

## Evidence
*   "Wir ermöglichen mit unseren Lösungen «logistic excellence»" (Core mission).
*   "Together for more" (Brand slogan).
*   "Auf Grund von Kundenrückmeldungen verlängert CAPcargo den Support-Zeitraum" (Customer-centricity).
*   "Besuch in München schon eingeplant? Wir freuen uns auf Ihren Besuch" (Event-based engagement).
*   "Passives TransportManagement (nur Leserecht)" (Technical precision).