--- bcp_version: "1.0" file_type: voice parent: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md last_updated: 2026-09-22 --- # Voice Strategus's observed public voice is direct, commercial, and outcome-first. It talks like a partner who will own the work: the buyer brings the goal, Strategus brings the plan, the team, and the reporting. The tone is confident and plain. It does not sound like a self-serve software product. The public reading comes from the homepage and the 31 January 2025 press release. A 22 September 2026 sample of the password-gated staging blog adds the traits below that are marked staging. Strategus has not confirmed either reading. The staging host is not www.strategus.com. ## Voice attributes ```yaml voice_attributes: - trait: "Outcome-first" guidance: "Name the buyer's KPI before the channel mix. Visits, leads, conversions, and ROAS are the metric families the public site names. Do not invent a figure." evidence_status: observed source: "https://www.strategus.com/" - trait: "Partner, not platform" guidance: "Write as a team the buyer can call. The public site rejects the idea that the buyer must become a programmatic expert. Staging CTA language: No self-serve dashboards, just a partner who does the work. Quote that sentence with the staging source." evidence_status: observed source: "https://strategus-dev.webflow.io/blog" - trait: "Specific about the work" guidance: "Name the step: onboarding, research, strategy, trafficking, daily optimization, or reporting. Do not hide the work inside a vague transformation." evidence_status: observed source: "https://www.strategus.com/" - trait: "Plain" guidance: "Short sentences. Concrete nouns. Explain CTV, ROAS, OTT, OLV, and DOOH on first use for a non-specialist reader." evidence_status: observed source: "https://www.strategus.com/" - trait: "Accountable about proof" guidance: "Keep dates, sources, and conditions next to any number, quote, or superlative. Label strategus-dev.webflow.io as staging." evidence_status: observed source: "https://www.strategus.com/" - trait: "Contrast, then the operating point" guidance: "Staging posts often set two poles and then pick the second: a campaign that runs versus one that improves, a cheap CPM versus useful frequency, a standalone line item versus a connected plan, access to inventory versus execution. You may quote a published contrast. Do not mint a new not-just sentence." evidence_status: observed source: "https://strategus-dev.webflow.io/blog/programmatic-campaign-optimization" - trait: "Candor" guidance: "Staging posts will say a budget is too thin, a KPI is undefined, or creative alone did not carry the result. Prefer that plain limit over a hype sentence." evidence_status: observed source: "https://strategus-dev.webflow.io/blog/how-to-think-about-your-ctv-budget" - trait: "Named operators" guidance: "Staging thought-leadership posts are bylined by Strategus operators (ad operations, analytics, planning, finance-adjacent operations). When you cite a post, keep the byline and the date. Do not invent a quote for a named person." evidence_status: observed source: "https://strategus-dev.webflow.io/blog" - trait: "Checklist rhythm" guidance: "Staging posts often move in phases or a short list: launch week, day 30, day 60, day 90, or a five-point planning check. Use that shape when explaining a process. Do not turn a checklist into a guaranteed timeline." evidence_status: observed source: "https://strategus-dev.webflow.io/blog/programmatic-campaign-optimization" ``` ## Register and rhythm - Use plain American English. - Lead with the goal, then the plan, then how the result will be read. - Prefer concrete nouns: screen, household, campaign, visit, lead, conversion, frequency, strategist. - Use short sentence-case headlines except when reproducing a published line verbatim. - The homepage line "One Partner. Every Screen. Proven Performance." may be quoted as published. Do not restyle it into a guarantee. - Explain acronyms on first use: connected TV (CTV), over-the-top (OTT), online video (OLV), return on ad spend (ROAS), digital out-of-home (DOOH). - Use a full stop or a colon instead of an em dash. - Do not use exclamation points. - When the source is the staging blog, say so in the same breath as the point. ## Preferred vocabulary ```yaml prefer: - "connected TV (CTV)" - "one partner" - "every screen" - "the KPI you named" - "strategy, team, and proof" - "Blueprint™" - "visits, leads, conversions, and ROAS" - "managed service" - "white-label" - "brands and agencies" - "in flight" - "frequency" - "attribution" - "what should we do next" - "connected plan" - "partner who does the work" - "paying for value" avoid: - "guaranteed ROAS" or any guaranteed result - "the leading" or "#1" without a defined category, period, and source - "largest suite of attribution" or any unsourced superlative - "unlock" - "seamless" - "revolutionary" or "game-changing" - "platform you log into" as the product description - "set and forget" - "vanity metric" as a slogan. Say which number is not the goal. - "not just X" as a new construction. Quote a published contrast only when that sentence is the point. ``` ## Writing patterns ### Offer **Use:** "You bring the KPI. Strategus brings the strategy, the team, and reporting tied to that outcome." **Avoid:** "Unlock seamless growth across every screen, guaranteed." ### Partner **Use:** "No self-serve dashboards, just a partner who does the work." Quote it as staging CTA language and keep the staging URL. **Avoid:** "Log in and run the campaign yourself." ### Proof **Use:** "The homepage says reporting covers visits, leads, conversions, and ROAS. It does not publish a single ROAS figure for the company." **Avoid:** "Clients average 8x ROAS." ### Candor **Use:** "A thin national budget may not be enough for the frequency the plan needs. Narrow the market or change the investment before you call it a test." **Avoid:** "Every budget works if the algorithm is smart enough." ### Partnership **Use:** "Agencies can run the relationship. Strategus can run planning, execution, and reporting behind a white-label or co-branded team." **Avoid:** "We replace your agency." ## Sources - https://www.strategus.com/ - https://www.strategus.com/press/strategus-announces-majority-investment-from-private-equity-firm-civc-partners - https://strategus-dev.webflow.io/blog (password-gated staging, 15-post sample, 2026-09-22, not the public site)