Our Voice
The Brand Expression
How we speak to who we serve. The elements that define how we show up and connect emotionally, through tone of voice and personality.
The XOi Archetype
The Sage. The Everyman.
XOi is both a trusted expert and a down-to-earth partner. We bring clarity and vision (sage) while staying approachable, practical, and relatable (everyman). It's the balance of authority and accessibility—knowledge delivered without ego.
XOi is the kind of brand that rolls up its sleeves and actually knows what it's doing. It's practical and approachable—never talking over your head, never talking down. Like a seasoned field tech, it leads with experience, earns trust through follow-through, and explains complex problems in plain language. It doesn't posture. It proves. Rooted in the realities of hard work and driven by a deep understanding of how things really function, XOi brings clarity, insight, and reliability to the people who keep the world running.
It sees where the world is headed and makes that vision a reality—translating future-focused innovation into real-world solutions that make the promise of tomorrow's technology accessible today.
Content Writing Mechanics
ASSET VS EQUIPMENT: When speaking to a customer, or prospect in the industry, use the word "asset." It's a recognizable term in the industry to refer to a piece of equipment. However, when speaking to a person outside of the industry, and/or in the majority of our awareness marketing efforts (PR, Advertising, Media) use the word "Equipment."
We are NOT an FSM. There are some similarities, but 'FSM" is not how we classify our technology.
Speaking of FSM, never assume your prospect knows what these acronyms like OCR, FSM, FMS, ERP, etc mean. When introducing technology, always say the full name, and then gauge from the response if you can move forward with abbreviating.
Tech = technician. Tech ≠ technology. When referring to technology we say the entire word. When referring to the technician, feel free to abbreviate to "tech."
Jobsite is one word. Microlearning is one word.
When writing copy, use exclamations very sparingly (if at all.) We want to portray a down to earth, cool persona. Exclamations can make us seem too eager.
OCR is not the same as a QR code. OCR is far superior.
Content Philosophy
In all of the content we create, search for the story. How can we equate our technology product with creating a better, brighter future? How can technology transform (for the better) the way field service companies run their business, to ensure a comfortable climate, and fulfilling jobs well into the future?
Brand Headlines & Taglines
When a technician's time is valuable, our technology is priceless
Your job is hard. Our technology is simple.
Simple technology for difficult jobs.
More than an app, XOi is your journeyman for every job.
The digital foundation for field service
The only digital tool your techs need on the jobsite
Technician-focused technology
Your one app for everything on the job
The field service platform your entire team will love (especially your techs.)
A single photo simplifies every step of the job
Add expertise, not overhead
Experience without the expense
Spend time on the job, not on hold.
Send fewer trucks. Earn more bucks.
Building better techs with better technology.
Time = money. XOi helps your business save both.
Field truth for field service
Delivering the final mile in field service
Out of the toolbag, into the app
Transforming old school into best in class
If you're using XOi, you're using AI
Connecting tradespeople to the equipment they service.
Helping you completely transform your field service business.
The hub in which every part of the job, from the field to the office, connects.
Field service equipment is changing, we're keeping up.
Earning tech trust earns market share.
XOi is technology that impacts everything — how you build, sell, service, and standout from the rest.