TOTONNEE OOFF VVOOIICCEE TT HH EE HH EE RR OO ,, TT HH EE SS AA GG EE AA NN DD TT HH EE EE XX PP LL OO RR EE RR . . Consider an archetypal Depending on the situation and our unassuming heros. For our SAGE emergency or rescue who they are speaking to, these brand, it helps build trust. This [ENTERPRISE professional – unassuming unassuming heroes can slightly calm, clear, expert and protective FOCUS] heroes whose expertise and alter their tone of voice to get the voice is used to talk about the service helps save lives. job done. capabilities of our technology, These people communicate or how exactly we can help If they need to inspire people our customers. clearly, precisely, effectively, and around them to push efficiently. Words aren’t wasted themselves, they are supportive, Getting our messages across THE –and more often than not, there and bolder than usual. This clearly and effectively can help UNASSUMING is a wrong way, and a right way – ‘voice’ is then in the role of the prevent injuries and save lives, HERO crisis situations are binary. ‘explorer’, and we use it in our which is why, just like a rescue Real experts don’t need to show brand when we’re enabling professional, it’s absolutely off – their actions and capabilities adventurers to explore further – vital we never over complicate communicate the truth. or whenever we want to inspire our language or use Our tone of voice is exactly this. and excite. indecipherable jargon. The assured, guiding and acutely EXPLORER knowledgeable voice [B2C FOCUS] of the ‘sage’, is often used by BRAND EXPRESSION TONE OF VOICE 04.03.2022 7