Tone of voice
Introduction
Words matter. And how we speak is key to who we are and what we do. So, this chapter on tone of voice is all about excellent communication and consistency. But it's also about showing off our seriously amazing personality.
Here, you'll be introduced to our four core personality traits. Completely unique to dsm-firmenich.
FYI: in any given piece of copy (no matter how functional), we should be aiming for two or more of these traits. Challenge accepted? Let's go.
Please note that this section is in the process of being updated, so watch this space.
A shift of mindset
Our new tone of voice comes with a whole new mindset.
By joining our two companies, we're leaving behind the separate tonalities of DSM and Firmenich. This is an exciting new step for our collective brand identity.
We're moving away from technical, corporate ways of thinking. And moving into a fresh and dynamic headspace.
As a brand that's committed to bringing progress to life, our writing must always feel alive…
We are ...
No-nonsense trailblazers
There's no doubt that we're leaders in innovation. What we do is mighty complex. But for maximum impact, what we say should be nice and simple. We exude energy and authority – always championing the impact of our work on the world – but never alienate by being overly technical or boastful.
What this means in practice:
- Use mostly short, snappy sentences.
- Use direct, accessible language. If we have to use a technical term, we explain what it means. Clarity is key.
- Establish a leadership stance by writing with cool confidence, balancing the cutting-edge nature of our work with humility.
Allies of life
Everything we stand for is for the good of life on Earth. So, we speak like real people who live on planet Earth. And ensure that in everything we say, there is a tangible benefit to people, nature, and the planet. We're intrinsically connected to the world around us, and we find a human story in everything we do – conveying a sense of authenticity and togetherness through our language and content.
What this means in practice:
- Use a conversational, human tone. Write as you would speak to a friend.
- Make reference to day-to-day life, showing that we, too, are human.
- Show an awareness of global issues and how we can make a positive impact on these issues.
Curious problem-solvers
Curiosity is what drives us toward a more vibrant future. And our belief in our ability to create a better world is the key to our success. There’s a lot yet to be solved, and we aren’t afraid to ask some of life’s biggest questions – this is a crucial part of our process. But we make sure that no matter how big the question is, we can always provide a solution.
- What this means in practice:
- Use rhetorical questions to show that we are always looking for new possibilities.
- Create solution-led copy. We might ask questions, but we will always provide an answer.
- Maintain an optimistic outlook. We know there is a lot yet to be solved, but our belief in a better world is the source of our success.
Eccentric geniuses
Some of our world’s greatest minds are enriched by compelling eccentricities, that drive them toward game-changing leaps.
There's an air of eccentricity about our science and products. And we bring that idiosyncrasy to our voice, complementing our intellect and authority. We make people think differently about the world by bringing fresh, rousing perspectives to a crowded category.
- What this means in practice:
- Embrace clever wordplay and offbeat expressions. However, be mindful of translations - just because a bit of wordplay works in English, it doesn't mean it will work in other languages!
- Avoid clichés. We are intelligent people doing fantastical things, so our language should never feel humdrum.
- Approach common subjects from unconventional angles, always finding new and exciting ways to express our ideas
At the core of each personality trait sits our purpose: We bring progress to life.
Personality traits in practice
Example 1
No-nonsense trailblazers
Here, we balance mostly short, snappy sentences with a couple of longer sentences. Language is simple and accessible, and the tone is direct – it feels like we are talking directly to our audience. There is an air of cool confidence – ‘clever’ and ‘mighty big difference’ - as well as an emphasis on our cutting-edge innovations.
Allies of life
The tone is very conversational, with informalities such as ‘very gassy friends’ and ‘mighty big’. However, there is also a clear awareness of a pressing global issue – climate change – which frames the content.
Curious problem-solvers
The rhetorical question in the title helps to create an air of curiosity. The copy is solution-led, foregrounding Bovaer as a way to combat methane emissions, and tone is optimistic (e.g. ‘There’s another way forward’).
Eccentric geniuses
The title itself feels unconventional and disruptive – the wordplay straddling the line between the common apology for belching and a sense of disbelief.
Example 2
No-nonsense trailblazers:
Short, snappy sentences help to bring energy to the copy. Language is simple and to-the-point. There is an air of cool confidence that comes with the simple phrasing ‘Making sustainable fine fragrances, as nature intended’. Simple, humble, but self-assured.
Allies of life:
The conversational tone helps to engage our audience, while the light reference to sustainability shows that we are responding to global issues.
Eccentric geniuses:
Wordplay helps to enliven the copy and offers an alternative angle to the subject matter.
Example 3
No-nonsense trailblazers:
Short and snappy sentences are balanced with one longer sentence to hold the reader’s attention. Language is simple and the tone is very direct – almost engaging the reader in conversation. Confidence is exuded through language choices such as ‘you’re in luck’, ‘great leaps’, and ‘smell incredible’, but doesn’t feel boastful.
Allies of life:
This copy is undoubtedly people-focused, with a human, conversational tone and references to how our functional fragrances can benefit people’s day-to-day lives.
Curious problem-solvers:
Using a rhetorical question in the heading helps to engage the audience and tee up our solution-led copy. The tone is optimistic e.g. you want this to happen? Well, we’ve made it happen
Example 4
No-nonsense trailblazers:
Using mostly short and snappy sentences to build energy and increase engagement. Language is generally kept simple, and the tone is direct – addressing the reader as ‘you’.
Allies of life:
There is a conversational tone throughout, with slight informalities such as ‘Seriously…what’s not to love?’ and ‘We’re talking’ helping to give the content a human touch.
Curious problem-solvers:
The copy is solution-led, foregrounding the benefits of HiPhorius. Rhetorical questions help to give a sense of curiosity, and the tone is optimistic throughout.
Example 5
No-nonsense trailblazers:
Using mostly short and snappy sentences to build momentum and increase engagement. The language is simple, and the tone is direct and to-the-point.
Allies of life:
This copy is people-centric. We maintain a human tone, with phrases like ‘If things smell and taste good, they make people feel good’ and ‘we don’t see why anyone should settle for less’. Tangible references to everyday life further cement the human touch e.g. ‘first sip of morning coffee’, and ‘bubble bath before bed’.
Curious problem-solvers:
The copy is solution-led, simply explaining how our fragrances and flavors can improve wellbeing.
Flex to context
Our four personality traits act as the baseline for our tone of voice. This means, even in the most functional copy, we should be striving to include two or more of these traits.
However, they'll be applied differently in different contexts. For instance, copy for a job board advertisement will naturally look and feel different from the copy on a billboard advertisement. The corporate or legal copy will naturally feel more functional.
It’s therefore important that these personality traits can be dialed up or down, to form a voice that is guaranteed to cut through the noise – whatever the context.
But it's also important that you take the time to understand the purpose of your copy and who you're writing for, so you can flex the tone of voice accordingly.
When we boil it down
No-nonsense trailblazers:
is about being concise, confident, and using accessible language
Allies of life:
is about maintaining a conversational, human tone
Curious problem-solvers:
is about ensuring copy is solution led
Eccentric geniuses:
is about embracing playful language, but avoiding clichés
Example
No-nonsense trailblazers
Being concise, confident, and using accessible language.
Sentences are generally kept short, and language is simple – making the messaging easy to understand. Showing confidence through powerful language choices (e.g. ‘global force for good’, ‘thrive’, ‘revolutionists’) and impactful statements (e.g. ‘you’re in the right place’, ‘we are the thinkers and makers set to transform life on Earth.’)
Allies of life
Maintaining a conversational, human tone.
We are speaking directly to the reader, creating a connection between ‘you’ and ‘us’. Conversational turns of phrase help to keep things human (e.g. ‘Congratulations. You’re in the right place.’), while inclusive language makes this feel like an alliance (e.g. ‘Join our team’).
Curious problem-solvers
Ensuring copy is solution-led.
Opening with rhetorical questions sets us up to provide a solution e.g. if these things apply to you, you’re in the right place, and this is why…
Job description
About dsm-firmenich
Fascinated by the potential of human inventiveness? Desperate to be part of a global force for good?
Congratulations. You’re in the right place. Imagine life as we know it, but better, brighter, bolder. A future that reflects what we collectively need – and what the planet demands. Where humans and nature don’t just survive, but thrive. We are the thinkers and makers set to transform life on Earth.
By combining the essential, the desirable, and the sustainable, we enrich life for the many, while nurturing it for all.
Join our team of revolutionists, as we bring progress to life.
No-nonsense trailblazers
Being concise, confident, and using accessible language.
Very short and snappy expression, with simple language and direct delivery. There is confidence implicit in the concision and delivery of this phrasing, but the copy feels contemplative – there is a modesty to it.
Allies of life
Maintaining a conversational, human tone.
In saying we have thought for food, it hints at our awareness of the global issues around food supply, quality, and sustainability.
Curious problem-solvers
Ensuring copy is solution-led.
Using the idiom ‘food for thought’ as the basis of this messaging projects our sense of curiosity.
Eccentric geniuses
Embracing playful language, but avoiding clichés
The wordplay in this messaging (food for thought/thought for food) demonstrates our alternative view of the world, and this reversal of a common idiom at once avoids a cliché and offers a fresh new way to talk about quality and sustainability.
