1.0 Tone of Voice

1.01 Introduction

Simplicity, ease of use and peace of mind – our messaging reflects the brand’s refreshed personality and resonates with consumers, showing we understand their needs and aspirations.

With this in mind, we have used what we know about the Zanussi brand and consumer, to create these guidelines. Its purpose is to guide copywriters whenever they are creating, editing or repurposing messaging, across all touchpoints.

1.02 Tonal Hooks


We make it as easy as possible for our consumers to take care of their daily chores. Our products bring them the innovations that matter and our marketing presents Zanussi as the easy choice. And relax!


Our consumers need the reassurance that what they’re buying is tried and tested, recommended by people whose opinion they trust. Peace of mind built into every appliance since 1916. We call it the appliance of reliance.


Our target audience can’t afford a designer kitchen but that doesn’t mean they can’t aspire to it. With Zanussi design, contemporary form is just as important as smart function.


We don’t bombard our consumers with technological speak, they just want to know if what they’re buying does what they need it to do. Straightforward language that is truthful and trustworthy.


Life can be complicated and serious. Our consumers gravitate towards brands that brighten up their day. We speak to them like an adult who enjoys that witty spark. We’re smart, and so are they – we know that they get it.

1.03 When to be inspirational, when to be functional

Inspirational messaging

(Attract & Engage)


Created as inspiration and guidance for touchpoints such as social and PR, etc.


Attract and engage: lead with the witty headline, underpinned by the functional benefit, while lightly touching on the technology.


Inspire consumers and introduce Zanussi as the easy choice to make.

Functional messaging



Created as product information for category and product pages, instore material, data sheets, etc.


Convert: turn the engaged audience into believers. Explain the technical detail, expand on the functional benefit, and nod to the emotional benefit.


To prove why Zanussi is the easy choice.

1.04 Tone of voice in action


Simple, engaging, to-the-point headlines that get the target audience’s attention


Why a Zanussi is the Easy Choice, e.g. how it makes my life easier. The hero tech that makes this a step up.


This is where the peace of mind comes in. Top tech highlights, consumer ratings, warranty, testing.

1.05 Do's and Don'ts


  • Inject some energy and pace. Be upbeat. Add a dash of Zanussi personality. Brighten up our consumers day.
  • Be clear, useful and quick to read.
  • Say it, rather than write it formally. Use everyday words. Keep it conversational and light. Concentrate on the real benefits.
  • Truthful and trustworthy. Relaxed and understanding.
  • Adapt messaging to context, e.g. attract and engage messaging is primarily on social media or at experiential events but product benefit messaging is primarily on in-store comms.


  • Don’t try too hard to be funny or frivolous to a point where you lose authority on the subject.
  • Don’t be too presumptuous – e.g. here’s something that’ll make you laugh. Or presuming to know better than our consumers.
  • Don’t be too verbose or long-winded. Not teaching but sharing information.
  • Don’t be formal – always informal.
  • Don’t go into too much detail about technology.

1.06 Helpful Hints


  • It’s perfectly acceptable to open a sentence with ‘and’ or ‘but’. It’s contemporary and natural.

  • Use ‘you’ and ‘your’ to talk directly to the reader, creating a feeling of togetherness.

  • Avoid using lots of exclamation marks.

  • Don’t use company abbreviations or business jargon in consumer-facing copy.

  • Avoid formal and old-fashioned language. Be knowledgeable without the likes of ‘amongst’, ‘whilst’, ‘thus’, or ‘henceforth’...


  • Focus on being fun, welcoming and inclusive.

  • Picture someone you know who would be interested in the product you’re writing about. Write for them.

  • Keep your copy concise, sharp and to the point.

  • Never assume knowledge when it comes to technology. However, there is a fine line between considered explanation and condescension.

1.07 Checklist

  • Does it sound lively but also reassuring?
  • Is the product in a ‘problem-solved’ context?
  • Have you explained the technology in a way that is easy to understand?
  • Does it make Zanussi sound like the easy choice?
  • Would it bring peace of mind to the consumer?

1.08 Style Guide

A style guide is a point of reference for grammar, punctuation and spelling. A set of standardised rules mean all communications for Zanussi, no matter who has written them, will always be consistent.

Headlines should be written in short, concise sentences – two or three words are expected. All copy is to be stylised in capital letters* using Korolev Condensed font (print executions), weighted Heavy or Roboto Condensed Bold (digital executions). Use full stops to punctuate if necessary.

Running copy including captions, credits, standfirsts, caveats and subheads should all be written in sentence case, using Roboto Light. And should always be closed with a full stop.