Foundational language

Our core values guide the important decisions: who we partner with, where our money goes, choosing our team members, and what services we provide. Use them on the website to increase audience connection and for recruiting and staff purposes like interview questions and employee evaluations.

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We’re people first

Our work affects real people, families, and communities. Above all, we’re empathetic, open-minded, and kind.

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We’re professional problem-solvers

We’re subject-matter experts. But more than that, we’re analytical, resourceful, and technically nimble.

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We’re curious collaborators

We build partnerships around honest communication and accountable teamwork.

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We’re steadfast leaders

We’re ambitious, proactive, and committed to adding value. We take our responsibility — to our clients, communities, and team members — seriously.

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The about statement is a short, straightforward, and memorable answer to a common question: “what do you do?” Use it for a quick introduction in speech or print.

Alternative short pitch: We help businesses navigate change and people solve complex problems.

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We’re an accounting, consulting, and professional services firm. We help clients navigate change and solve complex problems

The elevator pitch is meant to make a connection. It’s a memorable introduction to Sensiba — what we do, why we do it, and why it matters. Use the elevator pitch to start a conversation with a potential client, employee, or partner.

Good business makes an impact — on companies, on communities, and on people.

We’re accountants, consultants, and experts in good business. We use deep industry expertise to help the people in organizations solve problems, navigate complexity, and build a foundation for sustainable growth. As a Certified B Corp, we foster a culture where people and families can thrive.

A headline starts a conversation, but a good headline doesn’t finish one. Use these on the website and in print to get a reader’s attention and encourage them to read more.

◆ Account for good.™

◆ Family. Community. Firm.

◆ Numbers matter, but people come first

◆ A foundation for good business

◆ Better data, better decisions

◆ Uncomplicating complexity

◆ There’s accounting for the future

◆ We focus on what’s important so you can, too

◆ Bring yourself to work

◆ Plotting your financial future

◆ Empowering culture

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Our work creates clarity. Our brand voice does the same. When we write, our voice is confident, demonstrating our expertise and instilling trust with our audience. It is clear, distilling complexity with straightforward language. And it is human — showcasing the culture that drives our work. Above all, we’re people connecting with other people.

Clear

• Keep sentences and paragraphs short.
• Be specific. Avoid flowery language and hyperbole.

Confident

• Be direct. Put the most important message first.
• Focus on outcomes over process.
• Connect our work to real people and their business goals.

Human

• Choose common words and phrases first. Use jargon only when necessary.
• Use the first person and active voice.
• Choose “we” over “Sensiba” and “you” instead of “clients.”

We help businesses manage complexity, navigate growth, and embrace change. We do the same for ourselves. More than a decade ago, we changed our name to signal our growth. Today, we’re announcing a new era. We’re simplifying our name to Sensiba as a reflection of our commitment to empathetic partnerships and expert guidance. Our new name is easier to remember, pronounce, and find online.

We use serial commas.

One area where we differ from AP Style is our use of serial (also known as Oxford) commas. Our style calls for adding a comma after the item preceding the “and” or “or” in a series of three or more items.

This adds clarity and context

Correct:

• - “... consistency, accuracy, and brevity.”
• - “... consistency, accuracy, or brevity.”

Incorrect:

• - “... consistency, accuracy and brevity.”
• - “... consistency, accuracy or brevity.”

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Headline and subhead capitalization. We use Title Case for all titles, headers, and sub-headers. This means every word except for articles (a, an, the) should be capitalized. Also, capitalize any state-of-being verb (Is, Are), or a verb with two letters (Be, Go).

Example: “What Are Science-Based Targets?”

Click here for help with headline capitalization.

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To format bulleted lists:

• ◆ Capitalize the first word in each bullet.

• ◆ Use parallel construction. (Bullet points follow the same grammatical structure and use the same parts of speech in the same order.)

• ◆ Place a period after each bullet item.

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Capitalize job titles before someone’s name.

Lowercase titles after a name or if used alone.

• Before: “Tax Partner Jane Doe said ...”
• After: “... said Jane Doe, tax partner at ...”
• Alone: “... said the company’s tax partner.”

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Spell out numbers less than 10.

One though nine are spelled out. 10 and higher are numerals.

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Other details

• “Nonprofit” should appear as a single, non-hyphenated word.
• Use “toward,” not “towards”
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• For percentages, use the % symbol with no space (10%).
• Spell out state names
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Dates:

• Spell out the names of months used without specific dates.
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• Abbreviate months with six or more letters with a specific date
• (Sept. 15).
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• Spell out months with five or fewer letters with a specific date
• (March 15).

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