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Tone of voice

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Personality and tone of voice building blocks

Summary

HOW TO STAND OUT FROM THE CROWD

See the positive

This principle plays to our warm and optimistic character and reminds us to stay focused on what's right , not what's wrong.

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Speak with confidence

This principle draws on your conviction-led nature and ensure we believe in every word we craft.

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Inspire people to act

This principle helps us appeal to our readers' explorer nature, and their aspirations for better.

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Show togetherness

This principle is how we build a bond with our readers, showing them that we seek the same thing.

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Humanise our technology

This principle is how we help our readers connect with our products and innovations.

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Celebrate the details

This principle plays to our Scandinavian design philosophy and our premium positioning​​

1. See the positive

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We do...​

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  • Stay future-focused or solution-focused.

  • Use warm, upbeat and inclusive language

  • Use humor only where the context is right

  • Use emoji sparingly. Avoid emojis that might not give a premium feel.

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We don't...​

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  • Try to be laugh-out loud funny

  • Ignore the reality of a situation

  • Get over-excited.​​​

2. Speak with confidence

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We do...​

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  • Use natural, everyday and unfussy language

  • Avoid industry jargon and obvious marketing speak

  • Use an active voice

  • Ruthlessly edit

  • Share an opinion when it's right

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We don't...​​

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  • Come across as arrogant or boastful

  • Go on and on about our expertise

  • Say what everyone else is saying, if it's not the right thing to say

  • Over-use capitalised brand names. We have the confidence to focus on the benefits and use product names when needed and if it fits the context.​​

3. Inspire people to act

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We do...​

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  • Break things down and make small wins sound achievable

  • Use motivating, active language

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We don't...​​

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  • Go over the top and try to be overly inspiring - always keeping our feet on the ground

  • Imply they haven't made any positive choices â€‹â€‹

4. Show togetherness

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We do...​

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  • Use references our readers can relate to and that reflect their lives

  • Use warm, friendly language

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We don't...​​

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  • Sound like an exclusive club or clique, or cult-like in how we communicate our beliefs​​

5. Humanise our technology

HumaniseTechnology.png

We do...​

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  • Use the second-person (you/your) -it immediately helps you focus on the customer

  • Use product names carefully and sparingly

  • Think about the user first, not the product

  • Focus on the benefits

  • If it's sustainable, explain how it is 

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We don't...​​

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  • Over-complicate things because we want to deliver all the technical details, Give them just enough for now.​​

6. Celebrate the details

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We do...​

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  • Use varied sentence lengths to pace our writing. Create moments to pause, And breathe.

  • Use language commonly used to describe design aesthetics and details

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We don't...​​

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  • Get all new-age and start noticing very random things​​

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