Voice & Tone
How Hermes Intelligence speaks across every product and touchpoint
Brand Voice
Four pillars that define every word we write. Every sentence, CTA, and notification must embody at least one.
Authoritative
We speak with conviction backed by data. Our intelligence is the foundation for billion-dollar decisions. No hedging, no "maybe".
"3 strategic threats identified in your Pharma universe requiring immediate executive attention."
Precise
Every word earns its place. We use specific numbers, named entities, and concrete actions. Vague language is a defect.
"Roche AG expanded into 3 new therapeutic areas in Q2, increasing competitive overlap with your oncology pipeline by 40%."
Strategic
We connect signals to decisions. Raw data is a commodity; strategic insight is what we deliver. Everything frames the "so what?".
"This regulatory shift creates a 6-month window for market entry before competitors adjust their compliance frameworks."
Confident
We build for the biggest corporations in the world. Our language reflects that scale. No apologies, no disclaimers, no "try".
"Your intelligence pipeline is running. 847 sources monitored, 12 universes active, zero blind spots."
Product Messaging
Positioning for the master brand and each of the 5 product lines.
Hermes Intelligence
"Intelligence that moves markets"
Palantir-grade strategic intelligence infrastructure for the world's largest corporations. Configure once, intelligence forever.
Differentiator: Excel config to AI pipeline — no code, no data science team required
Vextrum
"Sight. Not search."
The strategic intelligence platform that transforms unstructured competitive noise into actionable executive briefs. Triage, extract, synthesise — automatically.
Differentiator: AI pipeline delivers strategic insights, not search results
Agora
"The pulse of public discourse"
Unified media monitoring across newsrooms, parliaments, and social platforms. Track narratives, measure sentiment, and detect policy shifts in real-time.
Differentiator: Parliamentary + media + social unified in one intelligence layer
Aegis
"Protection through foresight"
Every EU tender and procurement opportunity tracked in real-time. Shield your pipeline with proactive opportunity detection before competitors even notice.
Differentiator: Real-time EU procurement intelligence with strategic scoring
Hephaestus
"Forging data into gold"
The blacksmith's workshop for alternative data. Ingest any source, profile its structure, and transform raw signals into structured intelligence at scale.
Differentiator: Source-agnostic ingestion with automated quality profiling
Argos
"Vigilance without blind spots"
Named after the hundred-eyed giant. Open-source intelligence, social monitoring, and threat detection unified into a single surveillance layer.
Differentiator: OSINT + social + dark web in one panopticon view
Vocabulary Guide
Preferred terms reinforce brand positioning. Banned terms undermine it.
| Use This | Not This |
|---|---|
| intelligence | data analytics |
| strategic insight | report |
| universe | project / workspace |
| configure | set up |
| pipeline | workflow / process |
| brief | summary / digest |
| triage | filter / sort |
| extraction | scraping / parsing |
| synthesis | aggregation |
| entity | item / thing |
| signal | alert / notification |
| threat | risk / problem |
| opportunity | lead / prospect |
| ontology | category list / taxonomy |
| decision-grade | high-quality |
| source | website / feed |
| monitor | watch / track |
| deploy | launch / release |
Tone Spectrum
Where Hermes Intelligence sits on each axis. The marker shows our target position.
Casual
Formal
Simple
Technical
Humble
Authoritative
Verbose
Precise
Playful
Serious
Copy Examples
Real examples for common content types across the platform.
Page Headlines
"Your Intelligence Universe"
"Strategic Threat Assessment"
"Pipeline Performance"
Email Subject Lines
"Weekly Intelligence Brief: Pharma Universe"
"3 new strategic signals detected"
"Your Vextrum pipeline is ready"
CTA Buttons
"View Intelligence Brief"
"Configure Universe"
"Deploy Pipeline"
Error Messages
"Pipeline paused. Source configuration required."
"Unable to reach intelligence server. Retrying."
"Access restricted. Contact your administrator."
Notifications
"Triage complete: 47 articles processed, 8 strategic"
"New entity detected: BioPharm Ltd (Competitor)"
"Extraction run #342 completed successfully"
Chart Annotations
"Peak: 142 strategic signals (Mar 2026)"
"Competitor activity +68% vs prior quarter"
"Coverage: 94% of configured sources active"
Do's & Don'ts
Do
"3 strategic threats identified in your Pharma universe requiring immediate executive attention."
Don't
"We found some stuff you might want to look at!"
Do
"Pipeline deployed. 847 sources active across 12 universes."
Don't
"Your pipeline has been successfully set up and is now running! Yay!"
Do
"Roche AG: M&A signal detected. Acquisition of GenTech Corp (CHF 2.1B) expands their oncology pipeline."
Don't
"There might be some acquisition activity happening with one of your competitors."
Do
"Configure your intelligence universe in under 5 minutes."
Don't
"It's super easy to get started! Just upload a spreadsheet and we'll handle the rest!"
Do
"Source offline. Reuters API returned 503 for 15 minutes. Failover to cached data active."
Don't
"Oops! Something went wrong. Please try again later."
Do
"Built for Fortune 500 intelligence teams."
Don't
"Perfect for businesses of all sizes!"