Voice
Authentic, honest, humble, and clear about what automation changes.
Voice traits
Modern and approachable, never hype. Every line should sound like it comes from someone with these traits.
AuthenticHonestHumbleInnovativeNimbleFlexibleTransparentDriven
Tagline
Automating Healthier WorkflowsWorking line. Not signed off by Smart Data.
Write it this way
Do
- Connect automation capability to efficiency, cost, quality, or outcomes
- Speak to payers, TPAs, providers, RCM leaders; consultative, pragmatic, modern, approachable
Don't
- No emoji in final assets
- No hype, overclaiming, or unsupported superlatives — the brand is humble/honest
- No unsupported ROI / accuracy / operational-data claims — all
- No all-caps body copy
- Words to avoid: emoji, hype or overclaiming, unsupported ROI/outcome/metric claims, off-palette colors, substitute typefaces, all-caps body copy.
Guidance
SmartData's voice is built on eight attributes: Authentic, Honest, Humble, Innovative, Nimble, Flexible, Transparent, Driven (SData Brand p.2). Speak plainly about efficiency, cost, quality, and outcomes; let a consultative, pragmatic tone carry the innovation — no overclaiming, no unsupported metrics.