Tone of Voice
We know how much pets mean to their owners. We strive to be good advisors and a friend that can help them take even better care of their pets. At the same time, we are professionals who are aware that technology is a minefield of confusing words and expressions. We always try to make the complicated sound easy, and express ourselves in a clear, distinct and empathetic way.
Principles to follow
We are real We understand our customers' challenges and passion. We identify with our customers needs and speak with a warm and inclusive tone of voice.
We are translators Only experts can make the difficult sound easy. It is our job to demystify technology and talk about our products in an uncomplicated way.
We are innovative We are experts and thought leaders in our field. We are knowledgeable, but never condescending or instructive.
We are positive We are friendly, inspiring and motivating. We always look for ways to help and encourage our customers.
We are helpful People don’t like texts that shouts advertising. They seek advice, help and content that engages and teaches them something new and useful.
About the lower case letter. Although we use a lower case letter in our logo, we prefer to capitalise the brand name in other contexts and a larger body of text, like newspapers, magazines, social media, articles etc.
Style guide
We use active voice
Active voice sentences are structured with the subject of the sentence doing the action. Passive voice sentences demonstrate the verb happening to the subject. Sentences in an active voice have a strong, direct and clear tone.
Say this:
"Bonzo ate the bone in a single day." (active)
Instead of this:
"The bone was eaten by Bonzo in a single day." (passive)
We write as we talk
You don’t have to write in a bureaucratic or academic way to be taken seriously. The truth is that it creates distance. Write as oral as possible. If you can say it, you can probably write it too. It makes the text vivid, precise and creates closeness.
Say this:
"Good news! Our new app will be launched on January 23. More, exciting services will be added soon."
Instead of this:
"The app will be completed in week 3. After that, a continuous assessment of further development will be made. ”