# Principled Technologies Brand Voice

> Professional, fact-based, and mission-driven with a focus on integrity and results.

## Positioning
Principled Technologies (PT) provides fact-based marketing, benchmarking, and learning services for technology companies. They leverage data and technical expertise to help clients prove their performance and surpass business goals.

## Voice principles
*   **Fact-based:** Use data and evidence to support claims, avoiding hyperbole in favor of "proof points."
*   **Principled:** Maintain a high ethical standard that emphasizes integrity, community service, and doing the "best work" for the client.
*   **Authoritative:** Speak with the confidence of an industry leader in AI, benchmarking, and technical testing.
*   **Service-oriented:** Focus on helping the client "surpass" goals and "meet and succeed" in their market.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Direct and action-oriented. Focuses on immediate value and specific technology sectors like AI. |
| About / Values | Earnest and philosophical. Connects the company name to its moral "north star." |
| Services / Portfolio | Professional and capability-focused. Highlights broad experience and specific methodologies. |
| Community / Philanthropy | Humble and committed. Lists specific organizations to show tangible community impact. |

## Lexicon
- **Use:** Fact-based, proof points, surpass, north star, business-critical, engaging, award-winning, sabbatical, quest.
- **Avoid:** Not evident from captured copy (though the brand avoids slang and overly casual tech jargon).

## Messaging do's and don'ts
*   **Do:** Emphasize the connection between the company name and its values.
*   **Do:** Use specific metrics (years in business, percentage of returning clients) to build trust.
*   **Do:** Frame services as a way to help clients "tell their story" through data.
*   **Don't:** Use "Principled" as just a marketing buzzword; treat it as a foundational promise.
*   **Don't:** Focus solely on technology; mention the "passionate team" and the human element of the work.
*   **Don't:** Forget to mention the broader impact, including charitable giving and employee well-being.

## Evidence
*   "Principled isn’t just a word; it’s our promise."
*   "We provide fact-based marketing services."
*   "Our principles are our north star, determining the way we work with you."
*   "90% of companies come back for more work with us."
*   "AI is everywhere, and it’s vital to know how well your solutions handle it."