At Lildog we know how much dogs means to their owners. We want to be an advisor and a friend that helps people 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. Therefore, we always strive to explain things in a simple, clear, distinct and empathetic way.
Principles to follow
Linguistically, this means
That we are real. We understand customers' challenges and passion. We identify with the customers and think about what we ourselves would like to hear if we were in the customer's situation. We speak with a warm and inclusive voice.
That we are translators. Only experts can make difficult subjects sound easy. It is our job to demystify technology and teach our customers what our products can do for them in an uncomplicated way.
That we are innovative. We are knowledgeable and leaders in our field. We are experts, but never condescending or instructive.
That we are positive. We are friendly, inspiring and motivating. We always look for ways to help and encourage our customers.
That we are helpful. People don't like texts that shout advertising. They seek advice, help and content that engages and teaches them something. We will write and speak in a way that meets our costumers needs in a friendly, helpful way.
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.
It affects the reader's feelings, attitudes or actions that we give what we write a personal, active approach. That is why we always write "we", "us", "ours" and "you", instead of "one" and "that".
We write orally
Many of us think we need to write a bureaucratic or academic language to be taken seriously. The truth is that it creates distance. We make the language as oral as possible. If you can say it, you can probably write it too. Oral language makes the text vivid, precise and creates closeness to the reader.
"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.”
"Hey, how are you?"
Instead of this:
"Hey, what's up?"