Tonality - Simple
Keep it simple but significant.
We want to make it easier. For everyone. No matter what it is. More complex topics can be summarized in a simple and understandable way. However, simple does not mean, that we're not taking our customers seriously, but that we can explain even complex relationships simply and respectfully. We want to make it simple and effortless to understand the benefit of our products and services.
- See the world through your leaders' eyes.
- Say what you mean and say it. (We believe in honesty and don’t talk around what we really want to say.)
- Use active and descriptive words instead of conjunctive when it comes to the brand to make it easy to unterstand what the brand stands for.
- Formulate sentences simply, understandably and concisely.
- Always shape your copy with a clear storyline.
- Always respect the knowledge of the target group (too much explanation can seem arrogant).
Example 1
WAGO offers solutions almost everywhere where current flows or signals are transmitted in the railway sector. We have been doing pioneering work in railway technology since 1977 and are working on simple and efficient solutions: Away from the screw, towards the spring connection technology. This is why operators, manufacurers and suppliers of railway and sgnalling technologyrely on WAGO as thier partner.
- Short, understandable sentences
- Clear storyline: thesis, proof, result.
- Active verbs while mentioning the brand.
Example 2
Energy suppliers need to change the way they think. Instead of merely selling green energy, they also need to organize and market the flexibility that is required for maintaining stability on the electrical grid. This means that the energy system needs to be controllable from production to consumptionusing intelligent communication networks. WAGO supports digitizing the energy sector and design of smart grids with state-of-the-art control and measurment technology, along with software solutions the enable a simple and secure connection to the cloud.
- Short, understandable sentences.
- Clear storyline, easy to follow.
- Emphasis on the role of WAGO.
