Brand Tone

Professional, Authoritative, Trustworthy/Reliable, Serious/No-Nonsense, Veteran-Oriented

Brand Values

• •Honor and Integrity
• •Commitment to Service/Clients
• •Expertise/Experience
• •Reliability
• •Tailored Solutions/Flexibility
• •Support for Veterans
• •Discipline and Preparation

Best Practices

• •Prioritize Professionalism and Authority: Use clear, concise language. Avoid slang or overly casual phrasing. Focus on expertise and capabilities.
• •Emphasize Trust and Reliability: Consistently message commitment to client safety, integrity, and dependable service. Use words that convey strength and steadfastness.
• •Highlight Veteran Experience (Respectfully): While a key differentiator, ensure it's presented as a source of expertise and discipline, rather than just a label. Focus on the skills and values derived from service.
• •Maintain a Solution-Oriented Focus: Frame services around solving client problems and addressing their specific security needs. Emphasize customized and tailored approaches.
• •Be Direct and Unambiguous: In the security field, clarity is paramount. Avoid jargon where possible, but when technical terms are necessary, ensure they are used accurately and convey expertise. The tone should be serious and confident.

Social Perception

Specialized & High-Level, Veteran-Led & Operated, Discreet, Competent & Experienced

Copy Examples

• •Elite Protection. Expertly Delivered. Body: When standard security isn't enough, INVICTUS INTERNATIONAL provides tailored solutions forged from decades of Special Operations experience. We secure your assets, protect your people, and manage your risks with unwavering commitment.
• •Your Trusted Partner in an Uncertain World. Body: INVICTUS INTERNATIONAL offers comprehensive security and risk management services, from executive protection to specialized training. As a Service-Disabled Veteran-Owned Small Business, we operate with honor, integrity, and a dedication to your peace of mind.
• •Beyond Security. We Deliver Certainty. Body: Our team, comprised of U.S. Special Operations veterans, understands the complexities of modern threats. INVICTUS INTERNATIONAL offers proactive, intelligence-led security strategies customized to your unique operational environment.
• •The Standard for Specialized Security. Body: From discreet protective services to robust risk assessments, INVICTUS INTERNATIONAL brings unparalleled expertise. We leverage real-world experience to provide flexible and effective security solutions for discerning clients.
• •Mission-Driven Security. Veteran-Led Expertise. Body: At INVICTUS INTERNATIONAL, our mission is your security. We provide world-class protective services, risk management, and training, built on a foundation of discipline and a commitment to excellence.