Voice & Tone
Your brand voice is your company’s personality. It always stays the same. Your personality impacts the things you talk about, the words you use, and the way you interact with others.
Your tone changes depending on the situation, subject matter, and who you’re talking to.
Your personality or voice doesn’t change—but the tone of your language does.
Content Style Guide
Impacts spelling, punctuation, terminology.
Website/ Global Assets
Including press releases, event materials, one-pagers, one-to-many emails
Swedish (ad hoc. for certain customer assets)
Point of View
Realforce is referred to as a singular noun in the first / third person.
Realforce is / has…
The team at Realforce is / has…
At Realforce, we are / we have…
Realforce employees are/ have…
Keep the brand name intact at every touchpoint.
“Realforce’s Program Builder”
“The Realforce Program Builder”
Realforce is referred to in the third person as if written about by an external party.
Realforce is / has…
Avoid using “it” - instead use “Realforce”
We are a tech company and we are not afraid to use technical language, but we do not use
The terminology we use should be attainable and in common usage with our target audience.
Technical terms should only appear within a simple sentence structure to avoid complexity.
Realforce does not use technical terms when explaining challenging concepts.
Realforce strikes a balance that shows expertise in the field, with a collaborative approach toward customers.
Realforce is designed for the Real Estate industry and is comfortable using industry terminology.
Realforce is mindful of geographical variations in terminology and seeks to be inclusive in global-facing assets.
We avoid using slang.
In situations where we use an informal tone (social media for instance), some slang may be appropriate.
Using Realforce preferred terminology consistently across all communications helps to strengthen our brand voice.
Realforce has customers and partners, not clients.
Never Ever Words
There are some words Realforce never uses. Swearing is an obvious example.
When referring to a specific person use he/she, unless otherwise advised.
When referring to a hypothetical agent, customer, or customers’ customer, try to use “they” to promote inclusion, and prevent gender stereotyping.
Realforce typically uses fast tempo in sales materials, website copy, social media posts and email. Use short, snappy sentences to convey confidence or even urgency. This helps to break up text so it feels conversational. Plus, short sentences are easier to read.
For a more relaxing tone, Realforce uses a slower tempo. Longer, flowing sentences can encourage customers to sit back, and soak up the experience. Use this tempo for certain blog posts or to tell a compelling story that takes the customer on a journey.
Describing our Brand Voice
Realforce is a reliable partner and comfortably displays expertise in helping customers to reach their goals. A straightforward approach, and an engaging and amiable attitude puts customers at ease.