Tone of Voice
Purpose
Ensuring a consistent, professional, and human tone in all communication from Plandisc across all platforms and channels, regardless of sender.
Our profile
"Clear guidance with warmth and personality."
Plandisc comes across like an experienced colleague whom you enjoy bouncing thoughts and ideas off of. Our voice is clear, structured, and knowledgeable, but also warm, inviting, and accessible. We help organizations plan wisely and collaborate smoothly, without sounding stiff or technocratic.
Our keywords
-
Clarity • Helpful • Expert • Inclusive • Human
We want to...
- Be the trustworthy expert
- Guide and assist
- Back up statements with facts and examples
- Speak directly to our users by writing "you" instead of "one"
- Speak clearly in a friendly, personal, and accommodating tone
We avoid...
- Distancing, boastful, and/or arrogant language
- Exaggerations and empty claims
- Overusing buzzwords (e.g., "synergy," "optimization," "seamless")
- Talking down to or patronizing the recipient
We avoid...
- Distancing, boastful, and/or arrogant language
- Exaggerations and empty claims
- Overusing buzzwords (e.g., "synergy," "optimization," "seamless")
- Talking down to or patronizing the recipient
Adaptation to different channels
|
Channel |
Tone |
|---|---|
|
Website |
Guiding, reassuring, informative |
|
Newsletter |
Friendly, inspiring, inviting |
|
Social media |
Thought-leader, committed, human |
|
Support/Sales/CS |
Clear, confident, curious |
Writing style
- Speak directly to the user; write “you”, not “one”.
- Use contractions, such as “it’s” instead of “it is”, for a more approachable tone in blog posts, social media, emails, and sparingly in website text. Avoid using them in formal documents, such as contracts and terms and conditions.
- Use an active voice, meaning the subject performs the action, for clarity and directness: “the boy threw the ball”, not “the ball was thrown by the boy”.
- Explain the value and benefits, not just the feature. Describing how it works is important, but explaining why it’s helpful/good/smart for the end user is imperative.
- Use clear and straightforward language, don’t sound like a government official.
- Include examples (customer cases, testimonials, personal experiences).
- Make sure you sound warm, friendly, and professional. Humor has its place in SoMe and our Draft newsletter, but be mindful of the balance and never take it too far.
- Headings should be short, meaningful, and human.
- Subheadings should clarify the benefit or context.
Tone of Voice • Version 1.0 • Plandisc 2025