Tone of Voice overview

If you only read one page of this section, make it this one!

The tone of voice matches our personality: we’re passionate, knowledgeable, wanting-to-change-the-world food lovers. We’re not robots.

So everything we say comes from the heart, but is guided by our head. Science is used to prove what we say is right, but delivered in a warm and approachable way.

We tend to use everyday words but steer clear of slang. We don’t avoid big words, but realise there is nearly always a more approachable alternative.

Flexibility

Tone of voice must have some flexibility built in. The way we express ourselves to a lunchtime consumer audience will be quite different to a corporate audience. But everything will come from the same place.

It’s important to bear that flexibility in mind when reading the next few pages. We look at each personality trait and apply it to tone of voice. But in the real world, Sano won’t say something just as a change-maker, or just to show inclusivity. Each of those traits should be a part of everything we write. By isolating each trait, the following pages help to shine more light on where the language and approach to writing as Sano have come from.

One Sano voice

Having a consistent look has to be matched by a consistent way of speaking. Whatever the communication, whether it’s on a paper bag, on our website or on promotional comms for the Sano School of Culinary Medicine, Sano speaks with one voice.

The following are our personality traits, boiled down to the individual ingredients that make up our overall voice.

How does Sano sound?

How does Sano the change-maker sound?

With passion and commitment at our heart, we speak with energy and enthusiasm. It’s about big ideas, revolution and changing the world. We want to help people make their lives better.

What we say comes from our knowledge, not from hunches or fads. That combination of passion and science is a winning one.

How does Sano sound authentic?

Simple: we believe what we say and we’re ready and willing to prove it. Demonstrating that what we say is true will bring the whole Sano brand to life. We’re positive – a very attractive quality – because we know evidence-based eating will change people’s lives.

We never hedge our bets or sit on the fence. If we’re not sure about something we say nothing rather than sound unsure.

How does Sano sound inclusive?

We’re an open door, encouraging questions about what we do and why. Our ultimate aim is to help everyone discover the benefits of this new approach to food. Simple things like feeling and sounding human are key to inclusivity, so use words like ‘we’, ‘us’ and ‘you’ wherever you can.

And remember, this is a revolution, not a dictatorship. We don’t tell people what to do, we provide ways for them to discover/experience for themselves.

How is Sano visionary?

Because we’re the only people at this meeting point of passion and science. We’re about a new way of thinking - and we need to show people what that future is like.

So we give people reasons for doing things, and the results they can expect. We talk in revolutionary terms, paint big pictures. Any small details are part of a larger whole.