Everphone ToV

If content is king, then context is queen. My Tone of Voice guide for German telecoms company, Everphone, showed this.

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Looking to expand in the US, the client had launched an English language site with copy translated from German. It was functional, but sounded dry and overly-formal. They needed a more relaxed, conversational brand voice. This wasn't about over-simplifying their message, but engaging the biggest audience. After all, research has shown that CTOs, CIOs and CEOs prefer simple language to dull, dry technical terms.

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Working in a shared Google doc, I used a before and after construct to show how language could be more relaxed and conversational. I also used the comments function to explain the context for my edits. This was helpful for those with English as a second language. Once the copy was signed off, I offered to remove my comments from the Google doc. ‘Please don’t’, said the client. ‘They’re the most helpful parts.’

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So, along with examples of their new brand voice, my guide contained context for those with English as a second language. Click or tap the images to see larger versions.