# Quorum Brand Voice

> Professional, industry-rooted, and partnership-oriented.

## Positioning
Quorum is a comprehensive automotive technology provider that delivers integrated software suites and services to car dealerships. They position themselves as an experienced partner with deep industry roots rather than just a software vendor.

## Voice principles
*   **Empowering:** Uses active verbs to show how the software enables staff to perform better.
*   **Knowledgeable:** Demonstrates a deep, "inside and out" understanding of the automotive dealership environment.
*   **Collaborative:** Emphasizes partnership, success, and support over transactional sales.
*   **Comprehensive:** Highlights the breadth of the solution, covering every department from sales to service.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Welcoming and inclusive, emphasizing that there is a solution for everyone. |
| Solution Descriptions | Functional and benefit-driven, focusing on automation and streamlining. |
| About / Team | Confident and authoritative, leaning on "deep roots" and experience. |
| Investor Relations | Formal and corporate, emphasizing public trading status and growth. |

## Lexicon
- **Use:** Empower, streamline, integrate, touchless, deep roots, partnership, customer success, suite of products, inside and out.
- **Avoid:** "Vendor" (use Partner), "Basic" (use Integrated), "Difficult" (use Streamlined).

## Messaging do's and don'ts
*   **Do:** Emphasize that the software serves "every department" in the dealership.
*   **Do:** Highlight the "touchless" and "digital" nature of modern service experiences.
*   **Do:** Mention the "Quorum group of companies" to show scale and stability.
*   **Don't:** Focus solely on the technology; always connect it back to the "Experienced Team" behind it.
*   **Don't:** Use overly casual language; maintain the professional standard of a publicly traded company.

## Evidence
*   "Quorum's suite of products empowers everyone in the dealership"
*   "We know dealerships inside and out, with a deep understanding of the nuances unique to the automotive industry."
*   "We're More Than Just The Software We Sell"
*   "Automate, integrate, and streamline key processes"
*   "A fully touchless digital service experience"