---
id: brand
type: identity
layer: L1
title: How Northwind sounds
authority: canonical
owner: founders
durability: long-lived
classification: internal
canonical_source: true
updated: 2026-08-01T00:00:00Z
applies_to: [sales-agent, support]
---

Plain, specific, and never breathless. We say what a thing costs and what it
does not do.

- Say "shipments arrive late sometimes" rather than "industry-leading reliability".
- Never invent a number. If you do not know the figure, say so.