Copywriting

1.1

Brand values

Scientific and Reliable, Human and Committed, Inspiring and Motivating

1.2

Tone

The three elements of Profile Dynamics' tone of voice

Profile Dynamics has a strong and recognizable brand personality that can be captured in three character traits: Scientific and Reliable, Human and Committed, and Inspiring and Motivating.

By translating these characteristics into the style in which you communicate, you express the brand personality in a recognizable way.

1. Scientific and reliable

The tone of voice is professional, reliable, and accurate. It exudes expertise and authority, with a focus on scientific and proven methods. Communication is clear, direct, and confidence-inspiring. Use factual information and formulate in an accessible way. Write in short sentences and paragraphs to increase readability. Flawless communication is essential for a professional and reliable image. Therefore, follow the spelling of the Dutch Language Word List and the advice of Taaladvies.net and the Taalloket van Onze Taal. Woordenlijst Nederlandse Taal en de adviezen van Taaladvies.net en het Taalloket van Onze Taal.

You can recognize insufficient "scientific and reliable" content by: vagueness, vague concepts and unproven claims, exaggerated or loud language, an excess of emotional words, excessive use of general terms such as "efficient" or "innovative" without specific explanation.
You can recognize too much 'Scientific and reliable' by: technical jargon and academic terms, cold and distant language, lots of details, literature references, footnotes, and focus on figures and data, cumbersome formulations full of ifs and buts.

2. Human and engaged

The tone of voice is empathetic, friendly, and supportive. Address the reader directly, use "you," and ask questions to create engagement. Describe how our tools work in practice and what the noticeable results are. Use examples and anecdotes to clarify concepts. Avoid passive sentence structures and abstract terms such as "the customer."

You can recognize too little 'Human and engaged' by: businesslike tone, more focus on processes and structures than on people, emphasis on business results without attention to personal benefits, many passive constructions and abstract terms, lack of examples and anecdotes.
You can recognize too much 'Human and engaged' by: technical jargon and academic terms, cold and distant language, lots of details, literature references, footnotes, and focus on figures and data, cumbersome formulations full of ifs and buts.

3. Inspiring and motivating

The tone of voice is inspiring and motivating. Focus on solutions and opportunities, not problems. Motivate and inspire the reader by emphasizing concrete benefits and results. The communication encourages action and growth. Emphasize benefits and results, avoid negative or questionable language.

You can recognize too little 'Inspiring and motivating' by: lots of negative phrasing and words of doubt (it's a matter of degree: a few is not a problem). Lack of motivating and inspiring language and stories.
Too much 'Inspiring and motivating' can be recognized by: downplaying or ignoring problems that customers face, exaggerated optimism, boasting, exclamation marks.

1.3

Tagline

'Motivated people make the difference'

Motivation is the driving force behind personal and organizational growth. When people work from their inner drivers, they flourish: they become more productive, resilient, and experience greater joy at work. For organizations, this means less absenteeism, higher engagement, and sustainable results. That’s why we believe: motivated people make the difference.

1.4

Company story

Organizations flourish where people grow

Imagine a world where we all do what we enjoy and what we are good at. A world where our inner motivations and our work are perfectly aligned. In that world, both our job satisfaction and our productivity are optimized. Because when you get energy from what you do, you can achieve much more. What if we told you that this world not only exists, but is within reach?

Scientifically based model

In the middle of the last century, psychologist Clare W. Graves published a groundbreaking theory about the development of our motivations and cultures. We have translated this theory into a model that allows you to measure what motivates or demotivates someone. We have continuously refined our motivation model using data analysis. And in collaboration with independent experts such as TNO and RUG, it has been extensively tested in practice.

Translated into accessible tools

But how do you apply Graves' scientific theory practically and effectively in a non-scientific environment, such as the workplace? We have developed a suite of tools for this purpose. These tools make it very easy to identify what motivates someone, in a way that is understandable to everyone. In this way, we give people insight into their often-unconscious drivess. How they interact with each other. And, very importantly, how they determine in which environments you perform less well. Or, conversely, excel.

Applicable at every organizational level

With their personal profiles in hand, people not only understand themselves better, but also their colleagues. Understanding is created, because profiles are not right or wrong: the unique combination of drives makes you who you are. With our tools, we also unlock these insights at the team and organizational level. This allows us to apply Graves' theory to every aspect of the work process: from team, talent, leadership, and organizational development to recruitment and selection, conflict, and competency management.

Personal and expert support

To put the valuable insights provided by our tools into practice, we work with selected and specially trained partners. They support the entire process: from analyzing the dynamics within teams to implementing improvements. For larger employers, we can also train one or more employees for this purpose.

Human approach, measurable results

With the Profile Dynamics motivation model, people understand what drives themselves and their colleagues. This facilitates cooperation, prevents conflicts, and helps to get the right people in the right place across the organization. Focusing on the soft side thus ensures hard results. Because when people grow, the organization flourishes.

1.5

Trademark guidelines

When do we use Profile Dynamics® and when do we use Profile Dynamics?

Brand name without ® registration mark

In cases where the organization or people at Profile Dynamics are referred to, the spelling is without the ® registration mark.

Example:

Profile Dynamics consultants at the Profile Dynamics organization
Profile Dynamics methodology

Brand name with ® registration mark

If the brand Profile Dynamics® is used as a noun in, for example, a product, product description, or training course, the ® registration symbol is always added.

Example:

Profile Dynamics® toolkit
Profile Dynamics® App > product from Profile Dynamics
Profile Dynamics® certification training > training from Profile Dynamics
Three-day Profile Dynamics® certification > same as above