# Hitachi Solutions Brand Voice

> Professional, authoritative, and outcome-oriented with a focus on human-centric technology.

## Positioning
Hitachi Solutions is a global systems integrator and 100% Microsoft-focused partner that delivers business-first digital transformation. They serve large-scale organisations across sectors like finance, government, and retail by combining global footprint with local expertise.

## Voice principles
*   **Business-First:** Prioritises commercial outcomes and strategic priorities over technical jargon.
*   **Human-Centric:** Uses "people-first" language to emphasize that technology serves culture and society.
*   **Authoritative:** Maintains a confident, world-class tone that leverages a rich history of innovation.
*   **Collaborative:** Positions the brand as a partner that works "in harmony" with the client's existing culture.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold, high-level, and focused on delivery and results. |
| Industry Solutions | Consultative, identifying specific sector challenges and reimagining futures. |
| Corporate Mission | Purpose-driven, sincere, and rooted in social contribution. |
| Technical Services | Expert and simplifying, focusing on maximizing value and adoption. |

## Lexicon
- **Use:** Business-first, people-first, reimagining, exploit the potential, world-class, global footprint, local expertise, in harmony, pivotal role, social innovation.
- **Avoid:** Tech-heavy slang, "disruption" (favors "transformation"), aggressive sales pitches, overly casual greetings.

## Messaging do's and don'ts
*   **Do:** Emphasize the partnership with Microsoft as a core strength.
*   **Do:** Connect digital tools to tangible business results like "operational excellence" or "revenue streams."
*   **Do:** Use active verbs like "Tackle," "Unlock," "Simplify," and "Maximise."
*   **Don't:** Focus on technology for technology's sake; always lead with the business priority.
*   **Don't:** Use overly complex sentence structures when explaining "How we do it."
*   **Don't:** Forget to mention the global scale and historical heritage of the Hitachi brand.

## Evidence
- "Defining priorities, Delivering results"
- "Business-first digital transformation"
- "People-first, digital business"
- "To contribute to society through the development of superior, original technology and products."
- "What exactly does that mean? How do we do it?" (Direct, clarifying sub-headers).
- "Maximise the value of your Microsoft applications."