Tone of voice & audience

Personality and tone of voice building blocks

How to stand out from the crowd

Our unique tone of voice distinguishes us from other brands and brings our personality to life.

Be thought-provoking: This principle draws heavily on the

‘Challenge the Expected’ brand promise, along with the brand’s

‘edgy-with-finesse’ attitude.

Make them feel empowered: This principle shines a spotlight

on our readers, playing to our consumers’ skills and ambitions

and showing them that we can be their partner.

Be generous with our knowledge: This principle elevates our

expertise, and gives you a license to showcase the insight and

depth we know our consumers crave.

Be direct: This principle draws on our ‘Germaness’ and reminds us of the importance of keeping things simple.

Show our expressive side: This principle ensures we

communicate with an attitude that is distinctive and authentic,

playing to our sophisticated cool character and helping us stand out from the crowd.

Make a connection: This principle is how we balance our

innovation and technology with humanness.

1. Be thought-provoking

This principle draws heavily on the ‘Challenge the Expected’ brand promise, along with the brand’s ‘edgy-with-finesse’ attitude.

WE DO…

Use dynamic, emotive language.
Use tension points to capture their attention.
Think about where we want to lead them to continue the conversation or find out more.
Use unexpected structures for impact and surprise. Vary your sentence lengths. Start with a question. Or end with a question. Use a quote where it's not expected. Add a sentence that's a single word. Use three sentences of single words.

WE DON’T…

Make every sentence a question.
Rely on over elaborate, complex vocabulary.
Sound profound or philosophical.
Challenge or question them in a political or offensive way. We only want to provoke a positive response.

2. Make them feel empowered

This principle shines a spotlight on our readers, playing to our consumers’ skills and ambitions and showing them that we can be their partner.

WE DO…

Use an active voice and dial up the verbs.
Talk to them, not about them.
Use purposeful, inspiring language that paints a picture of what's possible.
Talk in the present or future tense, to focus them on the now or what lies ahead. Avoid the passive tense.
Flatter them, acknowledge their uncompromising standards or their high level of skill.
Prove that we relate to them and understand their ambitions by playing back their needs and beliefs.

WE DON’T…

Sound like a cheesy, motivational speaker. Go for a sophisticated, cool mentor instead.
Gently encourage. We’re more purposeful than that.
Patronize them or suggest they’re lacking in any way.

3. Be generous with your knowledge

This principle elevates our expertise, and gives you a license to showcase the insight and depth we know our consumers crave.

WE DO…

Deliver detail interestingly and elegantly
Be confident in their understanding - don’t over explain or dumb it down.
Know when to stop - don’t overwhelm readers with too much information.
Go into detail without making it long or complex. Edit ruthlessly.
Give them helpful tips and content that communicate how our products can save them time, money and energy.

WE DON’T…

Say we’re experts. We just prove it with the knowledge we share.
Patronize by explaining the obvious.
Come across as superior, or a know-it-all. We’re self-assured, not arrogant.

4. Be direct

This principle draws on our ‘Germanness’ and reminds us of the importance of keeping things simple.

WE DO…

Use natural language, avoiding the ‘sing song’ of a typical marketing copy.
Question every word we use and whether it really needs to be there.
Say what we mean, rather than dance around a subject being vague.
Explain complex technologies clearly, but be careful not to over simplify.

WE DON’T…

Come across as cold, aloof or robotic. We’re clear and direct, but not blunt or unfriendly.
Rely on predictable copy structures.
Use heard before clichés and industry jargon.
Use excessive adjectives or pad copy out with fluff.

5. Show your expressive side

This principle ensures we communicate with an attitude that is distinctive and authentic, playing to our sophisticated cool character and helping us stand out from the crowd.

WE DO…

Use emotive and inventive language.
Live in the moment and use an active voice.
Vary your sentence lengths to create pace and energy.
Tread carefully and consider the balance of playfulness when marrying copy with a playful image.
Occasionally use smart, witty humour in a natural way.

WE DON’T…

Go too far with the playfulness. Apply the ‘sophisticated cool’ filter and know when to rein it in.
Use exclamation marks or emojis to express our spirit.
Make jokes or try to be laugh out loud funny, that's not us. We're not slapstick or comedic.
Use sarcasm to try and be funny.

6. Make a connection

This principle is how we balance our innovation and technology with humanness.

WE DO…

Tailor our messages to the channel and moment to be as relevant as possible.
Write in the second person where possible (you/your).
Subtly reference their lifestyle or expectations.
Acknowledge that we relate to their conflicting desire to want performance as well as sustainability.

WE DON’T…

Assume that we know them or come across as over familiar.
Try too hard to find common ground. It should come easily or it’s not authentic.
Use the same message in every channel.

The ambitious achievers

Our audience are the ambitious achievers - ones who always push the envelope. Question the status quo. And strive for more. They ‘Challenge the Expected’. They:

Constantly strive forward and want to be successful in everything they do.
Live active and healthy lives with an aim to improve themselves further.
Demand brands that are up to date, innovative, have a social conscience and are sustainable.
Expect high quality and innovations for perfect results and want control over tasks.
Well-educated with a high income, favour well-respected brands and are willing to pay a premium.

We help them aim high and act responsibly

To learn more, visit Brand portal.