Corporate Identity

 14 October 2020

Tonality - Matrix

The way we communicate is also geared to the requirements of a specific target group as well as to the characteristics and environment of the channel or medium.

With our tonality matrix, we want to ensure some flexibility so that our tonalities always hit the right note, even on different channels and with specific target groups.

Note: The tonality matrix should espacially be applied for the different kind of text formats in each channel. However the tonality on displays always depends on the choosen campaign communication / strategy.

Explanation of our tonality matrix - the quadrants in detail

Every target group and every channel needs a specific use of our tonality. By dividing our channels and target groups into 4 quadrants we want to give you a guideline on how to approach our different target groups in different channels.

Target quadrant 1

Target-group specific communication:

  • Young professionals in particular want and need clear perspectives.
  • Above all, they want to be taken seriously. Too much explanation or a too direct or clumsy approach can lead to the target group not feeling taken seriously.
  • Modern approaches and topics such as innovation play a major role here.
  • A transparent and honest exchange can build a long-term relationship.
  • Call to actions are extremely important here and need to be shown clearly.

Channel specific communication:

  • Young channels like social media allow a friendly approach to the target group (informal).
  • While communication should be open and direct, the seriousness of the channel should always be taken into account.
  • A common solution should always be sought through these channels.
  • Especially future-oriented topics such as innovation play an important role here.
  • Career opportunities and modern working methods.

Target quadrant 2

Target-group specific communication:

  • Simpler messages, because of the shortened attention span.
  • Hence even clearer and more concise statements.
  • More direct approach for a personal relationship.
  • Direct and personal approach for a long-term relationship building.

Channel specific communication:

  • Explanation and description always means to bring in a playful component.
  • Seek direct interaction and make sure that there is always a visible call to action.
  • Playful elements (e.g. short videos or illustrations) are important on modern channels like social media.
  • For WAGO, working in a playful way in this context means working with short and concise elements that convey the messages to the target groups in a more modern way.

Target quadrant 3

Target-group specific communication:

  • This target group does not want to worry about getting the right parts.
  • They are usually under time pressure and want clear solutions. Security and solution-oriented service offers are in the foreground.
  • Simple and clear communication. No unnecessary paraphrases or digressions. We say what we mean very clearly.
  • In this quadrant, being at eye level means above all respect for the customer and his position. This means that in case of doubt the address should be rather serious and not immediately on familiar terms (firstname).


Channel specific communication:

  • On the website or in classic brochures, a clear focus on the benefit for the customer is needed.
  • On classic channels such as the press or trade magazines, the primary goal is to show what added value WAGO can create for its customers.
  • Especially these very professional channels require a respectful approach to the target group (formally).
  • It should always be clear that WAGO is a solution-oriented and strong partner at eye-level.
  • Even with product-specific communication the emotional added value should always be visible. However, relevant technical aspects and further information can be played prominently here.

Target quadrant 4

Target-group specific communication:

  • The target group is experienced in the industry, but they’re actively moving with the times and looking for a modern partner who can offer up-to-date solutions.
  • Entertainment does play a role, but it should not be exaggerated here.
  • The business relationships are in the foreground even on modern channels.
  • Exciting background stories are an easy way to inspire and motivate the team.

Channel specific communication:

  • Although the focus is on the business relationship, the way of communication, especially storytelling, can be much more emotional.
  • Playful elements should be mixed with serious key messages.