Corporate Wording

A consistent company voice strengthens our brand recognition and identity. Our Corporate Wording Guideline includes lots of spellings, exceptions, and examples.

How we sound

Casual - straightforward - professional

How we write

Current German spelling - based on Duden;
exceptions in this guide

How we address people

Usually on a first-name basis;
exceptions in this guide

How we use inclusive language

Neutral wording or gender colon;
paired form when space allows

Glossary

dc
dc AG
dc Academy
dc Brandshop
dc Copilot
dc:connect
digital success stories
dynamic commerce
dynamic content
dynamic connect
E-commerce Ecosystem
d stands for diversity
green beyond the logo
Holacracy Approach
HolaWhat?!
Home of digital success
Make it more.
Office Concert
Office Party
Online Marketing Brunch
Poetry Slam
Work smarter, feel better

Business Central
Channable
CleverReach
dynamic commerce
dynamic connect
dynamic content
insightsoftware Jet
JENTIS
Jet Analytics
Jet Reports
Microsoft 365
Microsoft Copilot
Microsoft Dynamics 365 Business Central
Microsoft Fabric
Power Automate
Power BI
Shopify
Shopify Plus

Agentic Commerce
b2b
b2b portal
b2c
b2c webshop
Content Management System (CMS)
E-commerce platform
E-commerce processes
ERP integration
ERP processes
Voucher management
Campaign management
Landing page
Layout template
Marketplace
Omnichannel
Omnichannel commerce
Omnichannel strategy
Online payment
On-premise
Out of the box
PIM system
Point of Sale (POS)
Single Source of Truth
Social Commerce
Software as a Service (SaaS)
Time to market
Unified Commerce
Webshop
Webshop software
Website
Website management

A+ Content
Affiliate marketing
Affiliate network
Amazon Ads
Content production
Content strategy
Conversion
Creatives
Email marketing
Generative Engine Optimization (GEO)
Google Ads
Campaign structure
Lead generation
Marketplace SEO
Media budget
Messenger marketing
Newsletter
Performance marketing
Search Engine Advertising (SEA)
Search engine optimization (SEO)
Server-side tracking
Social media
Social media marketing
Sponsored Ads
Tracking
WhatsApp campaigns

Automation
Business Intelligence (BI)
Change management
Cloud ERP
Customizing
Dashboard
Data Lake
Data strategy
Digital agency
Digital consulting
E-commerce Consultant
ERP consulting
ERP partner
ERP system
ERP systems provider
Financial accounting
Governance
AI (Artificial Intelligence)
AI agent
KPI
Large Language Model (LLM)
Microsoft Partner
Midmarket
Modern Workplace
Reporting
Roadmap
Interface
Software manufacturer
System landscape
Team Lead
Use case

Company name and products

Our name

When we talk about ourselves, we refer to ourselves as dc or dc AG.

We always write our name in lowercase - even at the beginning of a sentence.

Compound terms with dc or dc AG are written without a hyphen.

Our products

When we talk about our product dynamic commerce, we use the description

E-commerce platform. When we talk about our product dynamic content, we use the description website management.

Our claim

Our claim supports our corporate communication and stands for our most important goal:

Making midmarket companies digitally successful.

dc custom spellings

We always write b2b and b2c (and similar combinations) in lowercase - even at the beginning of a sentence.

We refer to our services as digital services - in lowercase and without hyphens.

We refer to successful projects as digital success stories - in lowercase and without hyphens.

Addressing people

Rule: We lead with first names

In public communication, we consistently use a first-name tone.

In personal communication with employees and partners, the rule is: first names first.

With customers, we usually start more formally and switch to first names when it feels right.

Inclusive language

Rule: We use neutral wording

We use neutral terms instead of the generic masculine:

· Team

· Trainees

Exception 1: Gender colon

If a neutral phrasing is not available or not possible due to space, we use the

inclusive gender colon:

· Kund:innen

· Follower:innen

Exception 2: Headlines

In headlines (h1 and h2), we continue to use the generic masculine for SEO reasons.

Exception 3: Long copy

In blog posts and on landing pages, we use neutral wording and the

gender colon, but for SEO reasons we also use paired forms:

· Female and male customers

· Female and male followers

Compound terms

Rule: Hyphenate consistently

For better readability, we connect compound terms with hyphens:

· Content-Management-System

· Webhosting options

Exception 1: everyday terms

Terms like “software” are now so common that we write them as one word in compounds:

· Software solution

· Coupon code

Exception 2: SEO

For clearly defined SEO texts, we follow the recommendations from the SEO analysis.

Exception 3: dc

Compound terms with dc and dc AG are always written without a hyphen:

· dc products

· dc customers

Exception 4: linking sounds

Terms with linking sounds are always written as one word:

· Working hours

· Page count

Exception 5: Proper names, job titles & brands

As soon as a term involves proper names, job titles, or brands, this rule can be

adjusted:

· E-commerce Consultant

· Team Lead Sales

Exception 6: adjective + noun

Terms made up of an adjective and a noun are written separately. Terms with at least three

words are hyphenated:

· Online Marketing

· Social Media

· Online-Marketing presentation

· Social-Media-Marketing

Exception 7: noun + noun

Terms made up of two nouns are either written as one word or joined with hyphens:

· Ham sandwich

· Avocado sandwich

Translation

Our website, brochures, and presentations are available in German and English.
For translations, we follow Microsoft's wording and use American English.