Brand Tone

Professional & Authoritative, Trustworthy & Reassuring, Client-Focused & Understanding, Proactive & Preventative, Approachable (on social media)

Brand Values

• •Reliability
• •Experience & Expertise
• •Honesty & Integrity
• •Quality Service
• •Client Partnership & Support
• •Safety & Security
• •Professionalism
• •Dignity, Diversity, and Equality
• •Value

Best Practices

• •Develop a Core Messaging Guide: Document key brand messages, value propositions, and frequently used phrases that reflect the desired professional, trustworthy, and client-focused tone. Ensure all content creators have access to this.
• •Prioritize "You" Over "We" (where appropriate): While showcasing expertise is important, frame benefits around the client's needs and peace of mind. (e.g., "You can rest assured..." instead of "We are the best...").
• •Emphasize Solutions and Outcomes: Focus copy on how Sentinel Security Group solves specific client problems (e.g., mitigating risk, ensuring safety, providing peace of mind) rather than just listing services.
• •Maintain Professionalism Across All Channels: While the tone can be slightly more relaxed on social media, avoid overly casual slang or unprofessional language. Ensure grammar and spelling are impeccable to maintain credibility.
• •Be Specific and Credible: Use concrete examples (where client confidentiality allows), mention qualifications (like SIA licensing, ICO registration), and highlight experience to substantiate claims of expertise and reliability. Avoid vague jargon; instead, clearly explain the benefits of their services.

Social Perception

Emerging Contender, Positive (among immediate clients/contacts), Aspirational

Copy Examples

• •Headline for Business Security Services: "Your Trusted Partner in Proactive Security. Sentinel Security Group: Experienced, Reliable, and Ready to Protect Your Hampshire Business."
• •Facebook Post Engaging Local Businesses: "Running a business in Hampshire or West Sussex? Ensuring the safety of your premises, staff, and assets is paramount. At Sentinel Security Group, our director's frontline experience means we understand your challenges. Let's discuss a tailored security solution that brings you peace of mind. #HampshireSecurity #BusinessSafety #SentinelProtection"
• •Instagram Caption for a Team Photo (if applicable, or a general post): "Meet the faces behind your security. Our dedicated, SIA-licensed professionals are committed to providing top-tier protection with integrity and vigilance. Experience the Sentinel difference. #SecurityTeam #ProfessionalGuarding #SafeAndSecure"
• •Website 'About Us' Snippet: "Founded on over a decade of frontline security expertise, Sentinel Security Group delivers more than just personnel; we provide robust, intelligent security strategies. From comprehensive risk assessments to highly trained door supervisors and advanced CCTV monitoring, we are your proactive partners in safeguarding what matters most. We are committed to honesty, quality, and a problem-free operation for every client."
• •LinkedIn Post Targeting Event Organizers: "Planning an event? Sentinel Security Group offers specialized door supervision and crowd management to ensure a safe and successful occasion. Our experienced, SIA-qualified team is adept at maintaining order while promoting a welcoming atmosphere, fully aligned with your Premises Licence requirements. Secure your event with professionals who care. #EventSecurity #DoorSupervision #SIAQualified #PeaceOfMind"