# Kualifi messaging system

## Core
**Tagline:** Making ESG readiness achievable.

**One-line description:** Kualifi is an ESG readiness, monitoring and reporting platform that helps SMEs prepare, improve and stay ready.

**Short pitch:** Kualifi turns complex ESG requirements into guided questions, prioritised actions, organised evidence and timely reminders—so SMEs can prepare for independent assessment without the cost and confusion of doing everything manually.

**Boilerplate:** Kualifi is an ESG readiness, monitoring and reporting platform built for SMEs. Through guided assessments, readiness scoring, gap analysis, action plans, evidence storage, monitoring, stakeholder reports and optional expert advisory, Kualifi helps businesses build and maintain stronger ESG practices. Kualifi's methodology is independently developed, inspired by the published requirements of Malaysia's national ESG standard. Kualifi does not award or guarantee certification.

## Message pillars
### Understand
Guided questions translate requirements into practical decisions.
### Improve
Prioritised actions show what to address next.
### Stay ready
Evidence, owners, deadlines and reviews remain visible.
### Demonstrate progress
Clear reports help management and stakeholders understand the business's position.

## Headline bank
- ESG readiness without the document overload.
- Know what is ready. Fix what is not.
- A practical route to stronger ESG.
- Turn ESG requirements into clear next steps.
- Prepare once. Keep improving.
- Your ESG work, organised and moving.
- Progress you can show.

## CTA bank
Start your assessment · See your readiness · Build your action plan · Explore Kualifi · Talk to an adviser · Prepare for assessment · View a sample report

## Readiness labels
Foundation · Building · Progressing · Assessment-ready

"Assessment-ready" is a Kualifi status only. Always pair it with the methodology version and date.

## Language policy
All Kualifi copy uses British English spelling (organise, prioritise, recognise, colour), no Oxford comma, and unspaced em dashes. See the brand guidelines, "Voice and writing — Spelling and mechanics".

## Referring to the standard (INTERIM POLICY IN FORCE)
This guide is internal and may name SIRIM in its rules; public copy may not.

**Interim rule — until SIRIM's written permission is obtained:** public-facing copy never names SIRIM or SIRIM 55:2023 anywhere, including disclaimers. Say "Malaysia's national ESG standard", "the national ESG standard", "recognised ESG management-system requirements", "inspired by Malaysia's national ESG guidelines". Approved interim disclaimer: "Kualifi is an independent ESG readiness platform. Kualifi does not award or guarantee certification; certification decisions rest solely with independent certification bodies."

**On permission (parked until then):** named references return in body copy only, in preparation framing with the disclaimer nearby — "independently developed and informed by the published requirements of SIRIM 55:2023", "prepare for independent assessment against SIRIM 55:2023". Headlines, navigation, buttons, badges, product names and social stay standard-neutral even then.

**Never say (at any time):** certified, accredited, approved, endorsed, recognised, authorised, official, partner, "compliant with" or "meets the requirements of" the standard (conformity is the assessor's decision — say "addresses the requirement areas of"), SIRIM-ready, or anything implying SIRIM's blessing. Never put SIRIM in a headline, button, badge, product name or handle; never use the SIRIM logo.