Brand Tone
While our voice helps define who we are, our tone can be more flexible, depending on context. In most cases our tone is conversational, consultative, approachable, authoritative, confident, “business casual”, and witty where appropriate.
Simple, Straightforward Language
Our content often covers technical and/or complex topics. While we need to use the correct industry terminology, we should strive to provide clarity on technical topics, instilling a sense of confidence in Kenshoo as an expert guide through the constantly evolving and oftentimes overwhelming digital marketing landscape.
We can do this by keeping our language simple and straightforward, and free from unnecessary jargon. If you have a choice between two synonyms – one that “sounds smart” and one that communicates the exact same idea but will be more readily understandable, always go with the simpler word.
How Our Voice Connects to Our Core Values
Keep it friendly – Use “you/your” and address the reader directly instead of in the abstract as “one”
Business-like or technical language is appropriate in the proper context
(e.g. talking about specific features and functionality, but it should never sound robotic or academic)