An effective visual identity is not the only thing that makes a brand meaningful, appealing, and unique; the right choice of words is important too. Because we know about the power of words and their impact on our brand, we have defined our own style of language for our spoken and written communication: our Tone of Voice. This is the tone in which we want to communicate with our various stakeholders: a tone of voice that reflects our vibrant brand personality and is tied closely to our “Brand Plus” model (see Our Brand Manifesto). This model is the foundation of our brand and its expression.
Language that suits who we are makes us attractive and unmistakable. It differentiates us positively from our competition, especially in places where visual design elements play a subordinate role, such as text-heavy formats and channels. Also, it helps us to build good relationships with our partners and brings our brand personality to life. Whatever the subject of discussion, our language should always be an expression of that personality.
Whether spoken or written, whether on social networks or in press releases or editorials, a coherent, consistent, distinctive voice builds trust and reinforces our credibility. Still, our language is dynamic – it has to adapt to the audience and the form of communication it is used in. To help you work with our Tone of Voice in different media, we have developed checklists and best practices to provide guidance about headlines, social media, marketing, press releases, editorials, and speeches. You can download the checklists here.