Information checkedInformation unaudited Information geprüft Information ungeprüft Guidelines for clear and authentic texts

In November, we introduced our Tone of Voice. It serves as guidelines for everyone writing on behalf of LLB – whether emails, reports, or brochures. But what does it really mean to have a brand language, and how easy is it to apply in everyday work?

By Cornelia Zeh

The tone sets the stage – this applies to written communication as well. The way a letter, brochure, or even a poster is written consciously (or unconsciously) conveys to the reader what the sender is like. A friendly, relaxed tone can evoke warmth, while a formal text keeps the reader at a distance. Communicating seriously one day and then sending a humorous email the next can confuse readers. Consistent communication represents continuity and credibility.

The Tone of Voice defines guidelines for how our companyʼs texts should be written and what should be paid attention to. The words we choose are just as essential as our logo or our defined colours. In short: The Tone of Voice is another piece of the puzzle in our corporate identity.

From analysis to implementation

Together with the IDEENHAUS agency in Munich, we analysed our current language, focusing on four parameters: Address – Rhythm – Structure – Tonality.

We aligned the insights with our brand strategy and developed our Tone of Voice accordingly. The result is straightforward guidelines that everyone can apply.

Corporate Wording

Our corporate wording – i.e., the specific LLB terminology – is now an integral part of our Tone of Voice. The current version of our corporate wording is also available on the intranet. In future, this wording will be directly accessible as a writing aid in Microsoft Office. Further information will follow at the beginning of next year.

Training

On our intranet, youʼll find practical examples and specific tips on our Tone of Voice. Often, just small adjustments to a sentence can make a text sound friendlier and more approachable. In January, we will also launch an e-training course to introduce you to the Tone of Voice.

With our new Tone of Voice, we are creating a consistent brand experience – letʼs work together to establish a strong, clear, and personal writing style!