---
title: "Brand Design: Corporate Wording"
description: "Corporate wording at dc AG: tone of voice, how we address people, inclusive language and an extensive glossary with dc spellings, exceptions and examples."
canonical: "https://www.dc.ag/en/brand-design/corporate-wording"
language: "en"
last_modified: "2026-08-26"
generated: "2026-09-22T00:00:03+02:00"
---

# 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.

## Do’s and don’ts

- **Use inclusive language**

- **Use our name and product names correctly**

- **Use hyphens for terms with at least three words**

- **Don't skip inclusive language**

- **Don't use our name and product names incorrectly**

- **Don't misspell compound words**

 Do you have questions or need help?

![Nicole Schmidt](https://cdn.dc.ag/userdata/collection/resize/40_368_nicole_schmidt.png?w=72&q=65)Nicole Schmidt

[ +49 9221 9652-100 ](tel:+4992219652100)
[ hello@dc.ag ](mailto:hello@dc.ag)

 Do you have questions or need help?

![Nicole Schmidt](https://cdn.dc.ag/userdata/collection/resize/40_368_nicole_schmidt.png?w=83&q=65)Nicole Schmidt

[ +49 9221 9652-100 ](tel:+4992219652100)
[ hello@dc.ag ](mailto:hello@dc.ag)