The verbal foundation of the brand: values, positioning, audience. The counterpart to the visual brand and components. This is how every page, deck, and contract should sound, beneath the typography and colour.
We write for the SMB decision-maker with a concrete problem and little time. Ten to five hundred employees, limited budget, decides in days.
Deeper in Audience.
Subject = a person, not a system. Verb = action, not existence. One claim per sentence. Under 16 words.
Deeper in Voice.
Who we are. What we build. The Conduction × ConNext × Nextcloud triangle. App ecosystem, not consultancy. Five Dutch values that show up everywhere.
Three audience tiers. SMB primary (where we're going). Government secondary (where most of our customers still sit). Developer tertiary (who keeps the OSS alive).
Apps versus solutions: terminology, the rule, and 11 NL+EN taglines. The 6-component architecture mapped onto apps.
Three registers, only one we use. Rewrite recipes from procurement language to SMB-direct. Seven golden rules. Nine banned words. Plus 14 editorial moves for opinion writing.
Why cobalt and not navy. Why KNVB orange and not the Dutch government palette. Why Figtree and not Inter. Why pointy-top hexes and never flat-top. The reason behind every system choice.
A working collection of strong lines. Positioning, products, app and solution heroes, CTAs, banned patterns. One claim, few words. "Conduction builds, partners deliver." as the anchor line.
Where we put what. Six domains, two hosting stacks: Docusaurus on GitHub Pages for docs and marketing, OpenCatalogi on Nextcloud for CMS and the app store. Including how to set up a new subdomain.
One voice for all of Conduction, different people who keep their own voice within it. For opinion pieces and blogs. First persona: Ruben van der Linde. Extensible.