Verbal Expression
Brand Story
AVI-SPL helps enterprises discover technology that energizes, empowers, and inspires.
Our experts share a passion for innovation and unbridled potential. We help leaders pave their unique path forward, using innovative technology as a tool that powers growth.
Verbal Expression
Our Tagline
A tagline is a succinct and powerful phrase that encapsulates the essence of a brand, serving as a memorable and impactful representation of its core values and promises. It acts as a verbal logo, instantly conveying AVI-SPL's brand identity and differentiating it from our competitors.
Confidence AND CURIOSITY.
Verbal Expression
Our Voice and Tone
Voice and tone define the personality and emotional impact of a brand's communication. Voice is the consistent expression of the brand's character across all touchpoints, reflecting its core values and identity. Tone adapts the brand's voice to fit specific contexts, emotions, or audiences, allowing the brand to connect authentically and appropriately in various situations. Together, voice and tone ensure that all brand messaging is clear, consistent, and resonant with the intended audience.
We Are
Challenging
We’re not afraid to challenge the status quo of our industry. Lead with bold messages that push our prospects to evaluate how they can use technology to achieve their goals.
We Are Not
Elitist
We ask questions. We challenge. But we shouldn’t condescend or forget that our clients have frustrating, often overwhelming problems they’re coming to us to solve.
We Are
Inquisitive
We lead with questions first that spark curiosity about bigger possibilities for our prospects, whether that’s about how their workplace tech can help them collaborate better or about how next-gen tech can amaze their own customers.
We Are Not
Egocentric
AVI-SPL is not the hero. Our clients are the heroes, and we enable them to make even larger impacts. Always lead with the customer first, not AVI-SPL.
We Are
Passionate
We’re inspired by how technology can shape how we work, learn and live for the better. Our messaging should reflect that passion from the top-down.
We Are Not
Salesy
Avoid “marketing speak” or jargon. Use short, direct sentences or phrases as if chatting with a colleague — not making a sales pitch.
We Are
Supportive
We understand our clients' pain points and we’re eager to help our clients solve their most challenging problems.
We Are Not
Stiff
We implement technology for people. We shouldn’t speak like robots. Partnership is just as important as our technical expertise, so always speak to a human audience first. Also, avoid references to AVI-SPL as a firm, not a person (use “who” not “that.”)
Verbal Expression
AP Style PReferences
AVI-SPL follows the Associated Press Stylebook as its third-party source of style authority. These additional rules should serve as guideposts when crafting copy for all stories, graphics, and branded assets.
Example
Headlines
Rule
Write main headlines in title case; all others should be sentence case. Only characters 24pt and smaller should have punctuation.
Example
How Can Tech Move You Forward?
Numerals
Rule
Spell out one through nine; use numerals for 10 and above.
Example
Symphony resolves more than nine out of 10 system issues before they impact customers.
Percentages
Rule
Always use a numeral and percent symbol, unless the percentage starts a sentence. Additionally, use whole numbers unless an added decimal is essential to accuracy or emotion.
Example
AVI-SPL achieves a consistent 95% customer satisfaction rating, partially thanks to how we help them achieve 99.9% uptime.
or
Ninety-five percent of our customers report a high satisfaction rating.
Serial Comma
Rule
The AVI-SPL brand does use the serial/Oxford comma. This does not align with the AP Style Guide.
Example
How can we create personalized strategies to improve how you collaborate, learn, live, and inspire?
Em-dash (—)
Rule
Use the em-dash to separate ideas (as you would a parenthetical). Use spaces around your em dash.
Example
Whatever is best for our clients is best for us — not what has worked in the past or for similar organizations.
Date ranges
Rule
In date ranges, do not add "st" or "th" to dates. Use numerals instead with hyphens.
Example
The conference will take place from April 14-16.
Ampersand
Rule
Use the ampersand when it is part of a company's formal name. Otherwise, the ampersand should not be used in place of "and".
Example
Procter & Gamble is based in Cincinnati, Ohio. The company owns brands like Charmin, Crest, and Downy.
Telephone numbers
Rule
Use hyphens in phone numbers. Never use parentheses for area codes.
Example
305-555-9685
Verbal Expression
Inclusive Language
As in all areas of our company, the AVI-SPL team writes with every reader in mind, using inclusive language. That means zero words, phrases or tones that reflect prejudiced, stereotyped, or discriminatory views of particular people.
How to write inclusively
In practice, this sounds simple, but unconscious prejudice isn’t always obvious, especially given our varied backgrounds, cultures and family experiences. Keep these generic questions in mind while writing. Then, review all writing through a lens of sensitivity and inclusivity. If a word or phrase gives you pause, there’s probably a better way to say it.
Is the inclusion of personal characteristics such as gender, religion, racial group, disability, or age truly necessary to tell your story? If not, leave them out. Additionally, use "they/them/their" as default pronouns when gender is unknown or irrelevant (for example: "If a user forgets their password, they can reset it online.").
Ask: Are references to group characteristics couched in inclusive terms? Do references to people reflect the diversity of that audience? Is your use of jargon and acronyms excluding people who may not have specialized knowledge of a particular subject?
