BRAND VOICE

03

Tone of voice

We want to be seen as a major global player in our field, and need to communicate like one. We must be consistent and relevant inboth what we say (the content of our messages), and how we say it (our tone of voice).

This is a journey that is built on a combination of how our customers perceive us, aligned with our aspirations as the nation's largest pure-play engineering firm.

We aspire to continue our leadership of the thought and innovation space across the global ER&D landscape, engineering a transformative experience for our stakeholder ecosystem.

What our customers think about us

Our Brand Archetype

Brand archetype is a representation of a brand based on certain traits associated with human behaviors. Building an archetype supports creating a brand narrative and emotional connection with the target audience.

HERO

“Where there’s a will there’s a way”

The hero believes in making the world a better place and has the tenacity and skill to bring that vision to life.

At LTTS, we have a passion for meeting challenges head-on. We are always paving the way
towards a better tomorrow with our engineering capabilities and the power of determination.
Our reputation is built on integrity, commitment, and a strong sense of purpose when it comes
to achieving the results we seek.

CREATOR

“If it can be imagined, it can be created”

Where others see obstacles, the creator sees unexplored potential and the opportunity to be original.

This is the perspective that enables us to drive paradigm shifts and make a meaningful impact on the world around us. We work closely with customers to gain in-depth understanding of the problems they’re looking to solve, and use intelligent, innovative solutions to bring transformative change.

The LTTS Tone of Voice

Our expertise comes through in surefooted messaging which conveys depth of knowledge and a strong sense of purpose.

REMEMBER TO

Use active voice
Define your objective
Avoid hedge words (e.g., maybe,
probably, usually, etc.)
Convey our strengths and
capabilities in a clear and
relevant manner

We inspire trust with authenticity and clear communication, while being rounded, conversational, and sincere.

REMEMBER TO

Present relevant facts to augment
our message
Use simple and conversational
language
Avoid adding unnecessary
adjectives and adverbs
Humanize the message by saying
either ‘we’ or ‘LTTS’

We captivate our audience with compelling points of view. Our pioneering spirit and passion for exploring new frontiers reflected in an optimistic style of communication.

REMEMBER TO

Convey a positive outlook on solving problems
Avoid an excess of rhetorical techniques
Incorporate a creative angle (where possible) without being vague or cryptic
Avoid hyperbole