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I am writing a description of my business, which creates websites for companies, and this is what I have so far:

We think that every one of our clients are unique and deserve a unique website that matches their [blank].

I've thought about using words like values or personality. But I feel like I've heard a better fit before.

What word would you use?

closed as primarily opinion-based by vickyace, NVZ, TrevorD, choster, Nathaniel Jun 7 '16 at 23:59

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  • Taste, choice, persona... Also, your requirement is too broad. You'll have to narrow it down. – vickyace Jun 7 '16 at 3:21
  • what kind of word would you specifically prefer? – Archie Azares Jun 7 '16 at 3:31
  • Maybe your culture? – dkretz Jun 7 '16 at 3:37
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Company culture might work. Wikipedia defines this as

Company vision, values, norms, systems, symbols, language, assumptions, beliefs, and habits.

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    That's actually Forbes quoting Wikipedia's article on "organisational culture". – NVZ Jun 7 '16 at 6:18
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    This might be a good option for you, investopedia.com/terms/c/corporate-culture.asp – NVZ Jun 7 '16 at 6:20
  • Isn't culture more of an internal thing? Unless you want your potential customers to feel part of the company culture, that is. – Max Williams Jun 7 '16 at 7:34
  • @MaxWilliams Assuming that the term is more than business psychobabble, the culture of a company would be an internal thing, but so would be the components of an individual's personality. Nothing says that the internal makeup isn't reflected outwardly. In any case, the request was for something that would convey making the company comfortable, not its customers. – deadrat Jun 7 '16 at 8:57
  • "We think that every one of our clients are unique and deserve a unique website that matches their [blank]." - to me this sounds like the product they are trying to sell is public-facing websites for companies. Anyway, i didn't mean to sound too critical, i was just exploring the meaning. – Max Williams Jun 7 '16 at 9:51
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How about ethos?

The disposition, character, or fundamental values peculiar to a specific person, people, culture, or movement

American Heritage® Dictionary of the English Language

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(Corporate) identity

A corporate identity is the manner [in] which a corporation, firm or business presents themselves to the public, such as customers and investors as well as employees.

Wikipedia

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You could consider using "characteristic".

a special quality or trait that makes a person, thing, or group different from others

Your example:

We think that every one of our clients are unique and deserve a unique website that matches their characteristics.

[Merriam-Webster]

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organizational culture — (Dictionary.com)

noun 1.the customs, rituals, and values shared by the members of an organization that have to be accepted by new members

mission statement

A written declaration of an organization's core purpose and focus that normally remains unchanged over time. (business dictionary)

vision statement

An aspirational description of what an organization would like to achieve or accomplish in the mid-term or long-term future. It is intended to serves as a clear guide for choosing current and future courses of action. (business dictionary)

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We think that every one of our clients are unique and deserve a unique website that matches their character.

[No reference because character is not exactly a rare word.]

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Core ideology could work here. It successfully captures all the aspects of a company that make up its 'personality.'

Core Ideology - the Mission, Vision, & Values of a business entity

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Company values or core values.

Principles or standards of behaviour

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