At Shopware, the tone of voice that fosters meaningful connections with our audience, plays a central role in our brand identity. Our approach to tone of voice extends beyond words and encapsulates the essence of our brand personality, values, and the emotions we aim to evoke in every interaction. Through a consistent and authentic tone, we aim to resonate with our users, establish trust, and create memorable experiences that reflect our commitment to innovation, reliability, and customer-centricity.
🎯 Writing Goals and Principles
Help people understand Shopware by using language that informs them and encourages them to make the most of our products.
Treat readers with the respect they deserve. Put yourself in their shoes, and don’t patronise them. Remember that they have other things to do. Be considerate and inclusive.
Tell readers what they need to know, not just what we want to say. Give them the exact information they need, along with opportunities to learn more. Remember that you’re the expert, and readers don’t have access to everything you know.
Write to engage the reader, capturing their interest with relevant content and a conversational tone. Keep them interested with a narrative that provides value and relevance to their experience with Shopware.
💬 Our Approach
In order to achieve these goals, we make sure our content adheres to these values.
Understand the topic you’re writing about. Use simple words and sentences.
Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?
Write like a human. Don’t be afraid to break a few rules if it makes your writing more relatable. All of our content, from splashy website copy to system alerts, should be warm and human.
Write in a way that suits the situation. Just like you do in face-to-face conversations, adapt your tone depending on who you’re writing to and what you’re writing about.