What is Tone of Voice?

Do you have favorite brands that you love and can easily explain why? You may even have an idea of how these brands perceive you and communicate with you. This level of familiarity is the result of constant communication and brand behavior over time.

However, brand alignment can be challenging, especially for a brand that represents more than 70,000 people worldwide and serves even more customers. This guide is designed to help you in this endeavor.

In this chapter, you will learn the fundamental principles of communicating with your signature tone of voice, both verbally and in writing. These principles will help ensure that our brand presents a coherent and cohesive voice that reflects our unique values and identity.

The brand is already important to many people. With this guide, we can take our brand to even greater heights.


The brand platform is intimately tied to our values and promise to the world, reflecting our reason for being. Before we continue, let's go back to the basics on which our brand is based.

Our goal

This is our "Why" - the reason we exist (besides running a successful global business, of course).

We help in the construction of modern safe buildings and structures.

Our positioning

It describes what we do and how we do it.

A construction solutions partner with advanced technology and extensive experience.

Our values

They describe what we believe and what influences the decisions we make.

Honesty and openness

Our identity

This is the nature of our brand and organization.





Our brand idea

It sums up all the components of our brand into one simple and clear promise.

Build a safe world

Our tone of voice

As you've learned from our Brand Platform, the top three things we're proud of and want to be associated with are "honest", "simple" and "human". Let's take a closer look at each of these qualities.

Be honest

We strive for openness and honesty in our relationships with customers, partners and employees. We tell the truth, even if it doesn't benefit us, and we always maintain high ethical standards in our work. Our goal is to build a relationship of trust based on mutual respect and honesty.

We do not try to capture the attention of our audience with false promises or distorted facts. Instead, we call for the courage to admit our mistakes and apologize for them if necessary.

In addition, we understand that our clients are different, and we try to find an approach to each of them individually.

We do not promise the impossible and do not make empty promises. Instead, we only say what we can do. We strive not to be rigid in formal procedures, but to be flexible and adapt to changing situations.

When we communicate with clients, we try to put ourselves in their place in order to understand how they feel. We speak to them in a language they can understand and try to understand their needs and concerns. Our goal is to create an environment in which customers can feel comfortable and confident in dealing with us.

  • Be honest. If there is room for improvement, don't pretend everything is perfect.

  • Show courage and apologize if we made a mistake in something.

  • Don't promise more than you can deliver. Only talk about what you know you can do.

  • Don't complicate. In difficult situations, less usually means more.

  • Put yourself in the client's shoes. How do they feel? What information can you give to best help them solve their problem?

Example 1

Dear friends,We would like to share with you information about a recent accident at a construction site and how we solved it.

During the construction of the building, we encountered an unexpected failure in the operation of construction equipment, which led to a serious accident at the facility. Our team responded immediately to the situation and took all necessary measures to ensure the safety of all workers and visitors to our facility.

We immediately called specialists to assess the damage and take measures to eliminate the problem. Thanks to our teams, as well as competent organization and control over the progress of construction, we were able to resolve this situation quickly and efficiently.

We also want to point out that the safety of our team and visitors is always our first priority. We take all necessary measures to ensure safety during the construction process in order to minimize risks and prevent similar incidents in the future.

Thank you for your understanding and support on this important matter.

Example 2

We want to share with you a story that happened at one of our construction sites and how we solved it. A few months ago, there was a major conflict at the construction site between workers and management personnel, which eventually leaked to the press. This was a big disappointment for us as we have always strived to create a welcoming and supportive atmosphere in all of our properties.

However, when this happened, we quickly intervened and started working on resolving the problem. Together with representatives of both sides of the conflict, we began a series of meetings to listen to both sides and understand the causes of the conflict. We have tried to create a safe environment in which workers and management staff can speak up and share their concerns and concerns.

It was very important for us that our decision was fair and took into account the interests of all parties. We listened to all opinions and after long discussions we came to a compromise that satisfied all parties.

Be simple

We strive to make our work accessible and understandable to everyone. We speak a language that our customers understand, avoiding complex terms and technical jargon. We strive to simplify processes and services so that customers can more easily understand what we do and how we can help them.

  • If you must use industry terms or abbreviations, explain what they mean and avoid jargon.

  • Don't use complicated language to look smart, more often than not.

  • Use strong words appropriate to the context, be clear and specific.

  • Keep sentences short and limit each sentence to one thought.

  • Use images and graphics if they can help get your point across faster.

  • Demonstrate customer focus by providing simple, fast, courteous and accurate interactions. If you can't solve a problem, find someone who can.

Example 1

We professionally manage all of our services and solutions in our operations centers using cutting-edge technology, skilled staff and proven processes. We adhere to strict protocols to ensure maximum safety and control over construction progress. We have a single point of contact and a high density of security personnel ensures we take the right action quickly in any situation.

Example 2

We build not just buildings, we build houses, offices, shops, which should be places where people feel comfortable and protected. Therefore, we ensure that our buildings meet high safety standards. We install automatic fire alarm systems, fire extinguishing systems, electrical equipment security systems, access control systems and other means that ensure the safety and protection of life and property.

Example 3

We are proud that our buildings meet the highest safety standards and are reliable and durable structures. We are sure that our clients will appreciate our work and will feel comfortable and secure in our buildings. Our mission is to build a safer world, starting with the buildings we build. #BuildASafeWorld #Building Safety #Reliability

Be human

We strive to ensure that our customers feel comfortable and confident with us. We speak the same language with them, using a tone that evokes no tension or intimacy. We strive to make our customers feel that we not only listen to them, but also understand their needs and concerns. We are interested in building long-term relationships with our clients and our goal is to make our work as human as possible.We also believe that a key factor in establishing long-term relationships with clients is our ability to solve their problems quickly and efficiently. We pay special attention to customer feedback and are constantly working to improve our services and processes to meet their needs. In addition, we strive to be transparent in our communications and operations so that our clients always know what to expect from us. Our goal is not only to get the job done, but to exceed the client's expectations and achieve their complete satisfaction with our services.

Example 1

Our team consists of experienced professionals who not only have technical knowledge, but also have a high level of communication skills. We strive to build relationships based on trust and mutual respect between all project participants.

Example 2

Every project we implement starts with listening carefully and analyzing the needs and desires of our clients. We believe that it is important to create a customized and quality product that will satisfy the needs of our customers.

Example 3

We are ready to share with you the progress report of our latest project! We carefully monitored every stage of construction to guarantee the high quality and safety of our building.Our engineers and builders have carried out regular checks and tests to ensure they meet our exacting standards. We have also used cutting edge technology to make sure all systems are working properly.In the report, you will find information about every step of the construction process, including excavation, foundation construction, frame installation, finishing work, installation of HVAC systems, and much more.