Tone of
Voice

Our tone of voice expresses our personality to all of our audiences. It allows us to communicate clearly with an authentic Klarstein spirit.

TOV Principles

Our tone of voice is how we speak, across everything we do. These are the rules you should follow when creating communications for Klarstein.

MAKE IT LIGHT

We’re light. Our tone is friendly and to the point.

We don’t waste time with details that the customer doesn’t need. Occasionally we use this to get a smile from our audience.

For example:

We’re all about stylish design, practical solutions and helping you live your best life.

So let’s not waste any more time reading here, let’s find your mode.

MAKE IT USEFUL

No-one should read our copy and come away confused.

We highlight product features simply and honestly.

So we keep it simple.

For example:

Simple, elegant and great at heating things up.
Meet the Garcon kettle.

  • Quick boil with power up to 2000 watts.
  • Gooseneck spout that guarantees pour control.
  • Warming function that keeps temperatures stable up to 95°C 30 minutes after boiling.

MAKE IT RELEVANT

When you can, let the copy elevate design. Try to think of ways that the copy can relate and adapt to the space it’s in.

Always consider factors like audience, ad format and social settings.

For example:

Things are heating up.
Shop our Summer sale

How we write
about products

Our tone of voice is how we speak, across everything we do. These are the rules you should follow when creating communications for Klarstein.

HIGHLIGHT QUALITY

Klarstein creates quality products and our copy should reflect that. Focus on quality of build, the lifestyle benefits and, importantly, the design.

Highlight the beauty of the products, mentioning specific high end features where you can.

For example:

It’s getting hot in here.
The Klarstein Phantasma Cube brings the romance and power of the open flame to your home.

Stylish stainless steel and glass house the fire itself, adding a modern touch to the traditional fireplace.

SIMPLE DESCRIPTIONS

We’re retaining the charm and appeal of the current Klarstein tone. But moving away from the longer, almost story-like, product descriptions.

Product pages will feature key product features in digestible bullet points. Which means we don’t have to cram everything into the description twice.

So, we’re using the product description itself to really sell the product, it’s quality and how it fits into the audience’s mode. Your product descriptions should be aspirational but functional.

You should be able to read it quickly, understanding what the product is and its benefits.

Things to avoid

DON’T ADD TOO MUCH DETAIL

Avoid superfluous detail. Make sure the bulk of your copy is useful and easy to digest.

DON’T REPEAT

Don’t repeat details where possible. Keep it concise. Particularly on longer communications, such as web pages.

DON’T MAKE IT LONG

Adding in lifestyle benefits and charm is fine, but make sure that at its core, the copy isn’t too long and full of details that the customer doesn’t need.

DON’T OVERCOMPLICATE

Avoid overly complicated words and terminology, keep it simple and consumer friendly.