# Agentc Brand Voice

> Professional, outcome-oriented, and approachable with a distinct local personality.

## Positioning
Agentc is a Melbourne-based digital agency that provides end-to-end strategy, design, and development. They position themselves as a results-driven partner for businesses needing web applications and websites.

## Voice principles
* **Direct:** Focuses on the end goal (results) rather than just the process.
* **Conversational:** Uses informal phrasing like "fancy a chat" to lower the barrier to entry for new clients.
* **Local:** Proudly identifies as a Melbourne-based entity to establish geographic trust.
* **Efficient:** Uses short, punchy sentences that get straight to the point.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and outcome-focused. |
| Call to Action | Casual, friendly, and low-pressure. |
| Capabilities/Services | Descriptive and professional. |

## Lexicon
- **Use:** results, fancy a chat, digital strategy, web apps, Melbourne.
- **Avoid:** "synergy", "innovative solutions", "disruptive", "contact us" (prefer "let's talk").

## Messaging do's and don'ts
* **Do:** Mention the specific location (Melbourne, Australia).
* **Do:** Use contractions like "We're" to keep the tone accessible.
* **Do:** Focus on the "what" and the "result" in the same breath.
* **Don't:** Use overly formal or stiff corporate greetings.
* **Don't:** Use technical jargon without grounding it in a service category.
* **Don't:** Hide the human element of the agency.

## Evidence
* "We build web apps and websites that get results."
* "We're a digital agency based in Melbourne, Australia..."
* "Got a project or fancy a chat?"
* "letstalk@agentc.com.au"