142 lines
5.8 KiB
Markdown
142 lines
5.8 KiB
Markdown
# Fiber Direkt — Brand Voice Guidelines
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## Who We Are
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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.
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## Sub-brands
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| Sub-brand | Scope | Tagline |
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| Fiber Direkt | Connectivity — dedicated fiber 10–400 Gbit/s | Direkt. Dedikerat. Svenskt. |
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| Server Direkt | Virtual datacenter — VPS, cloud servers | Servrar utan serverrum. |
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| Datacenter Direkt | Colocation — rack, half-rack, full cage | Flytta in. Skala upp. Sov gott. |
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| Svenskt IT | Ecosystem manifesto — sovereignty narrative | Din data. Ditt land. Din kontroll. |
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## Voice & Tone
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### We sound like:
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- A confident, knowledgeable colleague — not a sales pitch
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- Professional but direct — no corporate fog
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- Calm authority — we know what we're doing and don't need to shout
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### We never sound like:
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- Aggressive or fear-mongering (even when discussing CLOUD Act / NIS2)
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- Startup hype ("revolutionize", "disrupt", "game-changing")
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- Generic corporate ("solutions", "synergies", "leverage")
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- Condescending toward competitors — we let facts speak
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### Emotional register:
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- **Primary:** Confidence, control, clarity
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- **Secondary:** Pride (Swedish identity), trust, relief (from complexity)
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- **Avoid:** Panic, urgency-for-urgency's-sake, techno-enthusiasm
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## Language Rules
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### Swedish first
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- All customer-facing copy is in Swedish
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- Use **"ni"** (not "du") when addressing businesses — we're professional, not casual
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- Keep accepted English terms: "cloud", "colocation", "mesh", "backup", "rack", "Layer 2"
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- Swedish compound words: "molntjänst", "fibernät", "datasuveränitet", "driftmiljö"
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- Never Swenglish: not "clouden" or "backupa"
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### Number formatting
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- Space in thousands: **10 000 Mbit/s**, not "10000"
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- Pricing: **X XXX kr/mån** — e.g., "5 995 kr/mån"
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- Percentages: **99,99 %** (Swedish decimal comma, space before %)
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- Speeds: Always specify direction if relevant — "symmetrisk" for up/down parity
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### Certifications — always written correctly
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- ISO 27001 (not "ISO27001" or "ISO 27001:2022" unless specific year matters)
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- ISO 14001
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- SSF 200
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- Skyddsklass 3
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- Larmklass 3
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- NIS2 (not "NIS-2" or "NIS 2")
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### Competitor references
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- **Never name** Microsoft, Google, Amazon, AWS, Azure, GCP directly
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- Use: "amerikanska hyperscalers", "Big Tech", "utländska molntjänster"
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- When discussing risk: frame as systemic/structural, not company-specific
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- It's fine to reference **US Cloud Act**, **FISA**, **Schrems II** by name — these are laws, not companies
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## Copy Patterns
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### Headlines
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- Max 8 words
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- Benefit-driven or question-based
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- Swedish — never English headlines
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- Examples:
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- "Var bor din data egentligen?"
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- "Servrar utan serverrum."
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- "Flytta in. Skala upp. Sov gott."
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- "Er data under svensk lag. Punkt."
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### Body text
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- Front-load value — first sentence states the benefit
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- Max 3 sentences per paragraph
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- Be specific: real numbers, real specs, real certifications
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- Pattern: benefit → how we deliver it → proof/credential
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### CTAs
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- Action verb + outcome — 2–4 words
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- Primary: "Kontakta oss", "Boka ett möte", "Beräkna din kostnad", "Kom igång"
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- Secondary: "Läs mer", "Se våra priser", "Prata med en expert"
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- Every page ends with a clear next step pointing to /kontakt
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### USP statements
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- Pattern: **[Benefit] — [how we deliver it]**
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- "Svenskt huvudmannaskap — ingen utländsk jurisdiktion"
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- "En leverantör, en faktura — fyra tjänster under ett tak"
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- "Klimatsmart sedan dag ett — värmeåtervinning till fjärrvärmenätet"
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### FAQ answers
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- 2–3 sentences, direct, specific
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- Include certifications and specs naturally
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- Answer the actual question first, then expand
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- What real prospects actually ask — not marketing questions
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## Messaging Pillars (in priority order)
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### 1. Datasuveränitet (Data Sovereignty)
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- Core message: "Er data under svensk lag — ingen CLOUD Act"
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- Emotional hook: control, independence, trust
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- Proof points: Swedish ownership, ISO 27001, Skyddsklass 3, no foreign jurisdiction
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- Urgency driver: NIS2 compliance deadlines
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### 2. En leverantör (One Provider)
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- Core message: "Fyra tjänster, en kontakt, full kontroll"
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- Emotional hook: simplicity, relief from vendor chaos
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- Proof points: fiber + colocation + cloud + backup from one company, one invoice
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- Urgency driver: cost of managing 4 separate vendors, accountability gaps
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### 3. Klimatsmart (Green IT)
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- Core message: "Värmeåtervinning till fjärrvärme, HVO100, 20+ år före EU Green Deal"
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- Emotional hook: pride, responsibility, forward-thinking
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- Proof points: ISO 14001, heat recovery to district heating, HVO100 backup generators
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- Urgency driver: scope 3 reporting requirements, sustainability mandates
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## Audience
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### Primary: IT-chefer (IT managers/directors)
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- 20–200 employee companies in Stockholm area
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- Industries: finance, legal, SaaS, consulting, public sector
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- Pain: managing multiple vendors, compliance pressure, unclear data residency
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- Trigger: NIS2 audit, office move, outage, vendor price hike
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### Secondary: VD/COO (CEO/COO)
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- Cares about: cost, risk, compliance documentation
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- Needs: one-page summary, clear pricing, SLA guarantees
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### Decision process:
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IT-chef identifies need → evaluates 2–3 alternatives → VD/COO approves budget → procurement 2–6 weeks
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## What NOT to Do
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- Don't use Swedish flag emoji 🇸🇪 more than once per page / once per LinkedIn post
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- Don't mention specific competitor names
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- Don't manufacture urgency — NIS2 and CLOUD Act provide natural urgency
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- Don't use "vi på Fiber Direkt..." as an opener — it's self-centered
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- Don't use "lösning" (solution) as a crutch word — be specific about what we offer
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- Don't promise things we can't back up — always use verifiable numbers
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