Brand Voice
We express our brand identity and values in a distinctive Brand Voice – meaningful, authentic and across all media.
Brand values
We communicate in a compelling, direct, efficient, and clear manner.
We communicate in a positive, encouraging, empathetic and lively manner.
We communicate with foresight, honesty, reliability, and precision.
Spectrum
Our brand values shape our Brand Voice, but within this framework, the focus can vary. For example, the Cover story in the product catalogue tends to emphasise more passionate aspects, in contrast to the more focused orientation of a press release. Make full use of the entire Brand Voice spectrum depending on the respective communication goal.
Brand Keywords
Brand keywords are specific terms or phrases that are directly associated with a brand and reflect its identity, values and messages. These keywords play a central role in brand communication and marketing, as they help to strengthen brand perception and positioning. We use the following words to promote our brand: