# Fiber Direkt — Brand Voice Guidelines

## Who We Are

Fiber Direkt is a Swedish B2B infrastructure company based in Stockholm, offering fiber connectivity, colocation, virtual servers (cloud), and backup — all from Swedish datacenters, under Swedish law, with Swedish support. We are not a reseller. We own the infrastructure.

## Sub-brands

| Sub-brand | Scope | Tagline |
|---|---|---|
| Fiber Direkt | Connectivity — dedicated fiber 10–400 Gbit/s | Direkt. Dedikerat. Svenskt. |
| Server Direkt | Virtual datacenter — VPS, cloud servers | Servrar utan serverrum. |
| Datacenter Direkt | Colocation — rack, half-rack, full cage | Flytta in. Skala upp. Sov gott. |
| Svenskt IT | Ecosystem manifesto — sovereignty narrative | Din data. Ditt land. Din kontroll. |

## Voice & Tone

### We sound like:
- A confident, knowledgeable colleague — not a sales pitch
- Professional but direct — no corporate fog
- Calm authority — we know what we're doing and don't need to shout

### We never sound like:
- Aggressive or fear-mongering (even when discussing CLOUD Act / NIS2)
- Startup hype ("revolutionize", "disrupt", "game-changing")
- Generic corporate ("solutions", "synergies", "leverage")
- Condescending toward competitors — we let facts speak

### Emotional register:
- **Primary:** Confidence, control, clarity
- **Secondary:** Pride (Swedish identity), trust, relief (from complexity)
- **Avoid:** Panic, urgency-for-urgency's-sake, techno-enthusiasm

## Language Rules

### Swedish first
- All customer-facing copy is in Swedish
- Use **"ni"** (not "du") when addressing businesses — we're professional, not casual
- Keep accepted English terms: "cloud", "colocation", "mesh", "backup", "rack", "Layer 2"
- Swedish compound words: "molntjänst", "fibernät", "datasuveränitet", "driftmiljö"
- Never Swenglish: not "clouden" or "backupa"

### Number formatting
- Space in thousands: **10 000 Mbit/s**, not "10000"
- Pricing: **X XXX kr/mån** — e.g., "5 995 kr/mån"
- Percentages: **99,99 %** (Swedish decimal comma, space before %)
- Speeds: Always specify direction if relevant — "symmetrisk" for up/down parity

### Certifications — always written correctly
- ISO 27001 (not "ISO27001" or "ISO 27001:2022" unless specific year matters)
- ISO 14001
- SSF 200
- Skyddsklass 3
- Larmklass 3
- NIS2 (not "NIS-2" or "NIS 2")

### Competitor references
- **Never name** Microsoft, Google, Amazon, AWS, Azure, GCP directly
- Use: "amerikanska hyperscalers", "Big Tech", "utländska molntjänster"
- When discussing risk: frame as systemic/structural, not company-specific
- It's fine to reference **US Cloud Act**, **FISA**, **Schrems II** by name — these are laws, not companies

## Copy Patterns

### Headlines
- Max 8 words
- Benefit-driven or question-based
- Swedish — never English headlines
- Examples:
  - "Var bor din data egentligen?"
  - "Servrar utan serverrum."
  - "Flytta in. Skala upp. Sov gott."
  - "Er data under svensk lag. Punkt."

### Body text
- Front-load value — first sentence states the benefit
- Max 3 sentences per paragraph
- Be specific: real numbers, real specs, real certifications
- Pattern: benefit → how we deliver it → proof/credential

### CTAs
- Action verb + outcome — 2–4 words
- Primary: "Kontakta oss", "Boka ett möte", "Beräkna din kostnad", "Kom igång"
- Secondary: "Läs mer", "Se våra priser", "Prata med en expert"
- Every page ends with a clear next step pointing to /kontakt

### USP statements
- Pattern: **[Benefit] — [how we deliver it]**
- "Svenskt huvudmannaskap — ingen utländsk jurisdiktion"
- "En leverantör, en faktura — fyra tjänster under ett tak"
- "Klimatsmart sedan dag ett — värmeåtervinning till fjärrvärmenätet"

### FAQ answers
- 2–3 sentences, direct, specific
- Include certifications and specs naturally
- Answer the actual question first, then expand
- What real prospects actually ask — not marketing questions

## Messaging Pillars (in priority order)

### 1. Datasuveränitet (Data Sovereignty)
- Core message: "Er data under svensk lag — ingen CLOUD Act"
- Emotional hook: control, independence, trust
- Proof points: Swedish ownership, ISO 27001, Skyddsklass 3, no foreign jurisdiction
- Urgency driver: NIS2 compliance deadlines

### 2. En leverantör (One Provider)
- Core message: "Fyra tjänster, en kontakt, full kontroll"
- Emotional hook: simplicity, relief from vendor chaos
- Proof points: fiber + colocation + cloud + backup from one company, one invoice
- Urgency driver: cost of managing 4 separate vendors, accountability gaps

### 3. Klimatsmart (Green IT)
- Core message: "Värmeåtervinning till fjärrvärme, HVO100, 20+ år före EU Green Deal"
- Emotional hook: pride, responsibility, forward-thinking
- Proof points: ISO 14001, heat recovery to district heating, HVO100 backup generators
- Urgency driver: scope 3 reporting requirements, sustainability mandates

## Audience

### Primary: IT-chefer (IT managers/directors)
- 20–200 employee companies in Stockholm area
- Industries: finance, legal, SaaS, consulting, public sector
- Pain: managing multiple vendors, compliance pressure, unclear data residency
- Trigger: NIS2 audit, office move, outage, vendor price hike

### Secondary: VD/COO (CEO/COO)
- Cares about: cost, risk, compliance documentation
- Needs: one-page summary, clear pricing, SLA guarantees

### Decision process:
IT-chef identifies need → evaluates 2–3 alternatives → VD/COO approves budget → procurement 2–6 weeks

## What NOT to Do

- Don't use Swedish flag emoji 🇸🇪 more than once per page / once per LinkedIn post
- Don't mention specific competitor names
- Don't manufacture urgency — NIS2 and CLOUD Act provide natural urgency
- Don't use "vi på Fiber Direkt..." as an opener — it's self-centered
- Don't use "lösning" (solution) as a crutch word — be specific about what we offer
- Don't promise things we can't back up — always use verifiable numbers