{"id":1756,"date":"2025-09-24T10:15:04","date_gmt":"2025-09-24T14:15:04","guid":{"rendered":"https:\/\/www.softwareag.com\/?page_id=1756"},"modified":"2026-03-02T06:08:06","modified_gmt":"2026-03-02T10:08:06","slug":"brand-voice","status":"publish","type":"page","link":"https:\/\/www.softwareag.com\/br\/brand-center\/brand-voice\/","title":{"rendered":"Brand Voice"},"content":{"rendered":"
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Brand Voice<\/h1>\n\n\n
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Back home<\/a><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n
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1. Overview<\/h2>\n\n\n\n

Brand narrative: <\/strong>What we say<\/h3>\n\n\n\n

Our brand narrative is what we say. It\u2019s the message that we\u2019d like to get out to the market, and it should guide the meaning of the content that we produce. Our brand narrative is our story.<\/p>\n\n\n\n

Brand voice: <\/strong>How we say it<\/h3>\n\n\n\n

Our brand voice is how we speak to the world. It dictates not only how people think about us, but it also influences how people feel about us. It is our personality. Our voice should be cohesive across all communications, no matter how big or small. It builds trust and affinity. It creates a connection to the heart, not just the mind. And in an undifferentiated market, that can make all the difference. Our brand voice is our personality.<\/p>\n\n\n\n

Tone: <\/strong>Brand voice, in context<\/h3>\n\n\n\n

Our brand voice should always be consistent \u2013 across all formats, to all audiences. However, we take on a different tone to meet a particular audience or content need. Our tone is our brand voice in context. It is the particular attitude our content takes on as needed. Our tone is our attitude.<\/p>\n\n\n\n

Style: <\/strong>The mechanics of our writing<\/h3>\n\n\n\n

The style of our writing is a set of principles that help create consistency across our brand voice. Our style is a set of more mechanical guidelines that will keep us sounding like us. Our style is not something to be overthought, and where we generally align with industry best practices.<\/p>\n\n\n\n

Corporate Narrative: <\/strong>Our Company Story<\/h3>\n\n\n\n

Our new story is clear and simple. Aligned to our customers\u2019 needs. Evidence-based. And easy for you to tell.<\/p>\n\n\n\n

Company Description: <\/strong>The standardized way we describe our company<\/h3>\n\n\n\n

Giving an outline of the company\u2019s products, services, clients, awards, its purpose and positioning.<\/p>\n<\/div>\n\n\n\n

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2. Our Brand Voice<\/h2>\n\n\n\n

Our brand voice is bold. We speak in clear, concise language that is up front and easy to understand. We should speak as people speaking to people (not as a company speaking to prospects) in a way that is sincere, honest and helpful.<\/p>\n\n\n\n

Our brand voice should be a reflection of our brand narrative\u2014to simplify the connected world. When we speak as a brand, we simplify the complex. We take big ideas that may be difficult to grasp and communicate them in a way that our audience can understand, apply and get excited about. <\/p>\n\n\n\n

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Everything we say should follow these three principles:<\/h3>\n\n\n\n
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It is bold<\/h4>\n\n\n\n

Say everything with boldness and conviction so that our messages are delivered with unapologetic clarity. We stand firmly by our words, embracing a direct and confident tone that drips of authenticity.<\/p>\n<\/div>\n\n\n\n

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It is human<\/h4>\n\n\n\n

Echo the everyday conversations of real people, steering clear of corporate jargon. Our language is crafted to connect deeply with the universal human experience, making our messages relatable and unmistakably human.<\/p>\n<\/div>\n\n\n\n

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It is simple<\/h4>\n\n\n\n

Keep your sentences straightforward and your emails concise. When you really have something to say, you can communicate it in as few words as possible.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

A few tips to maintaining our voice<\/h3>\n\n\n\n