# Presteligence Brand Voice

> A pragmatic, industry-veteran voice that balances technical efficiency with a personal, service-oriented commitment to the news industry.

## Positioning
Presteligence provides automated production and workflow software for newspapers and media partners of all sizes. The brand positions itself as a nimble, highly experienced alternative to large corporate competitors, focusing on time-savings and print quality.

## Voice principles
*   **Efficiency-Focused:** Uses active verbs to describe outcomes like saving time, increasing productivity, and optimizing talent.
*   **Reliable and Seasoned:** References long-term history (since 1990) and combined years of experience to build trust.
*   **Accessible and Human:** Maintains a "small company" feel by emphasizing care, devotion, and responsiveness over corporate jargon.
*   **Direct:** Uses straightforward benefit statements and clear product names without excessive marketing fluff.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and outcome-oriented, focusing on automation and power. |
| Value Propositions | Practical and supportive, highlighting specific operational improvements. |
| Customer Support | Attentive and available, emphasizing 24/7/365 reliability. |
| About Us | Humble but confident, focusing on legacy, trust, and industry passion. |

## Lexicon
- **Use:** Powering, streamline, efficiencies, mission-critical, "the 'big' guys" (when contrasting), second to none, legacy systems, media partners.
- **Avoid:** Not evident from captured copy (though generally avoids high-concept "disruptor" slang in favor of traditional industry terms).

## Messaging do's and don'ts
*   **Do:** Emphasize the ability to handle newspapers of "all sizes."
*   **Do:** Use specific technical benefits like "Ink Optimization" and "PDF Auto-Correction."
*   **Do:** Highlight the human element of the support team and long-term customer loyalty.
*   **Don't:** Use overly complex sentences; keep bulleted benefits short and punchy.
*   **Don't:** Sound impersonal; use "we" and "our" to reinforce the team's involvement.

## Evidence
*   "Increases productivity & saves time" (Efficiency-focused).
*   "Unlike the ‘big’ guys, we deem priorities based on customer requests" (Positioning).
*   "With more than 150 years combined experience" (Reliability).
*   "Our 24/7/365 support team is second to none" (Supportive tone).
*   "We strongly believe the passion of the community" (Human/Values).