Brand Voice

Brand Voice & Identity

Brand Formula

(SET)c — Strategy, Empathy and Technology to the power of Curiosity.

Strategy
Strategy
We start by clarifying why change is needed and what success looks like.
Empathy
Empathy
People are at the centre. We design solutions that solve real human problems.
Technology
Technology
Salesforce-powered, scalable, and built for measurable impact.
Curiosity
Curiosity
We always ask why. 'That's how we've always done it' doesn't cut it.

Core Values

These values guide every decision, conversation, and deliverable.

01 Compassion and Empathy
02 Dare to be different
03 Always ask WHY
04 Adapt Adapt Adapt
05 Don't be afraid to swim upstream

Tone of Voice

How Arcturious communicates across all channels.

✓ Collaborative & direct
✗ Corporate jargon
✓ Confident but humble
✗ Arrogant or salesy
✓ Outcome-focused
✗ Feature-listing
✓ Human & empathetic
✗ Robotic or impersonal

Voice in Practice

Concrete examples of what Arcturious copy sounds like — and what it doesn't.

Collaborative & direct — not corporate jargon
✓ Do
"Let's map out your customer journey together and find where you're losing people."
✗ Don't
"We leverage synergistic methodologies to optimise your omnichannel customer engagement paradigm."
Confident but humble — not arrogant or salesy
✓ Do
"We've helped 50+ organisations rethink their Salesforce stack. We'd love to understand your challenge."
✗ Don't
"We're the #1 Salesforce partner and we guarantee results no one else can deliver."
Outcome-focused — not feature-listing
✓ Do
"Your sales team closes deals 40% faster with a pipeline that actually reflects reality."
✗ Don't
"Our solution includes automated lead scoring, customisable dashboards, workflow automation, and AI-powered analytics."
Human & empathetic — not robotic or impersonal
✓ Do
"Change is hard. We'll be with you every step of the way, making sure your team feels supported — not left behind."
✗ Don't
"Implementation will proceed across 4 phases. Resources will be allocated per the project charter."

Writing Tips

Quick rules to keep Arcturious copy on-brand.

✓ Write like you'd talk to a smart colleague — clear, warm, no fluff
✓ Lead with the outcome, then explain how
✓ Use "we" and "you" — make it a conversation
✓ Keep sentences short. If it needs a semicolon, make it two sentences
✗ Don't hide behind buzzwords — "digital transformation" needs context
✗ Don't overpromise — say what you can back up
✗ Don't use passive voice — "we built" not "it was built"
✗ Don't use acronyms without defining them first