Tone of Voice

Before we take a closer look at different communication layers, these general copy rules have to be considered:

When creating content, always have the brand´s personality in mind. It helps you to check the brand fit and inspires you to reach for creative excellence.

Connecting with the brand. 

In this layer we are confident, yet we highlight our future-optimistic and human-centric nature. We want to inspire people to embrace life with an open-minded and positive attitude.

Connecting with smart products. 

On the highest product-related level we create attention through boldly written headlines which are connected to the emotional aspects of our products via the supporting copy, captions or CTAs.

Being convinced by smart products and services. 

In these funnel stages we want to highlight benefits of our products and services that answer to people’s desires and/or concerns. We go into more detail in the supporting copy.

Being educated about the product & smart services. 

Once we pulled people into our core, we educate them in detail about our offering. We do this with passion and emotion while not sacrificing the informative nature of the text blocks.

Stressing the strongest arguments per model line to push sales. 

We aim confident headlines at our strongest arguments of a model or a specific model line. The additional input complements the main headline with additional arguments for our product to increase sales of that particular model or line.