Tone of Voice
+ Icon Style

So much of who we’re and what we’re known for at GUGLI is based on our people and our focus on customers. We want to capture that in our brand voice so that we make a more personal and emotional connection with customers.

Guidelines:

To make a human connection, it’s important we write like we speak. That means relaxing our language, so it reads and sounds like a conversation rather than formal text. Our words should sound natural, simple and comfortable when read out loud. Where it makes sense, we can use contractions and start sentences with “And”. Avoid using jargon, technical and corporate terms wherever possible. We’re a company, but we’re a company of people with customers who are people.

Our extraordinary expertise is one of the key ingredients to Brilliant Simplicity. It is highly valued by our customers and sets us apart from our competitors, so we want to showcase our expertise in the right way, wherever we can.

Guidelines:

We should always talk about our expertise in the context of the benefits it delivers customers. This means talking in customers’ terms wherever possible, rather than ours. When talking about products, we should focus on benefits rather than the technology and the features. We should be proud of our expertise and use examples and evidence to support it, but never be arrogant or boastful.

The other key aspect to our brand is simplicity. It’s also highly valued by customers and something GUGLI strives for in everything we do. So it’s important we reflect simplicity in our brand voice.

Guidelines:

We should always have a simple communication objective and aim to deliver 1-3 key points. We should always aim to be clear and concise, remo language and structure simple. We should not ‘dumb down’ our communications but simplify them in terms of language, length and structure.

Our brand voice must help us be a challenger in the market. It must cut through, engage audiences and make a connection.

Guidelines:

When talking about what we do, we should also talk about how we do it, why we’re different and why that’s important for customers. We don’t take ourselves too seriously, but we take what we do very seriously. This means we can have some fun and let our personality shine through in our brand voice, but we always know what’s important for customers, and we respect our customers at all times.