Client:
Brand voice guide
Team lead: Kelly Knickerbocker
Tone of voice words
Words by team member
Kate | Kelly | Jeff | Ryan | Taylor | Tina |
---|---|---|---|---|---|
Caring | Formal | Authoritative | Authoritative | Approachable | Respectful |
Straightforward | Authoritative | Caring | Empathetic | Informative | Caring |
Formal | Direct | Formal | Supportive | Direct | Formal |
Respectful | Corporate | Informative | Energetic | Empathetic | Innovative |
Credible | Technical | Matter of fact | Respectful | Passionate | Trustworthy |
Compassionate | Approachable | Professional | Caring | Innovative | Passionate |
Informative | Empathetic | Inspirational | Discerning | Credible | Professional |
Transformative | Innovative | Approachable | Attentive | Caring | Educational |
Farsighted | Sincere | Respectful | Observant | Professional | Philanthropic |
Professional | Confident | Practical | Reliable | Respectful | Confident |
Themes
- Caring (5x)
- Respectful (5x)
- Formal (4x)
- Professional (4x)
Thematic antonyms
- Trendy
- Casual
- Out-of-touch
- Arrogant
Thematic families
- Formal manifests as direct, professional, and straightforward
- Caring manifests as respectful, empathetic, and approachable
- Authoritative manifests as credible, informative, and confident
- Innovative manifests as passionate, energetic, and inspirational
What our tone of voice isn’t
- In relation to Lightspeed’s formal theme, the company’s tone of voice is not casual.
- In relation to Lightspeed’s caring theme, the company’s tone of voice is not indifferent.
- Although Lightspeed’s tone of voice is authoritative, it is not overbearing or arrogant.
- In relation to Lightspeed’s theme of innovation, it is not stagnant.
Voice sample sentences
On brand
- Formal:
- Find out more how Lightspeed instructional audio solutions help overcome listening challenges and ensure clarity of speech and even sound distribution for in-class and remote learners. (Source)
- Caring:
- Lightspeed’s technology allows the voices of all students to be heard. Our classroom audio systems are easy-to-use, so teachers can focus on educating instead of troubleshooting. Loss of visual cues for comprehension: Non-transparent masks will make it impossible for students to read teachers’ lips and properly interpret facial expressions, making them entirely reliant on the teacher’s voice. (Source)
- Authoritative:
- Our solutions help overcome barriers to listening so students can clearly hear their teacher to receive the best instruction and support at the right time. (Source)
- Innovative:
- We define ourselves as a learning company because we will continue to find new ways to create access to learning by studying the dynamics of the classroom. (Source)
- Lightspeed’s classroom audio systems have re-invented communication between teacher and student.
Not on brand
- Lightspeed’s classroom audio systems lets the kids in the back be heard.
- Easy-to-follow YouTube videos make installing our speakers a snap.
- Lightspeed’s Redcat Access system means students will spend less time chatting and more time learning.
Tone of voice dimensions
- Funny vs. serious
- Formal vs. casual
- Respectful vs. irreverent
- Enthusiastic vs. matter-of-fact
Target persona definition & affinity diagram →