{"id":5964,"date":"2026-05-20T10:36:55","date_gmt":"2026-05-20T10:36:55","guid":{"rendered":"https:\/\/brandbook.envacgroup.com\/?page_id=5964"},"modified":"2026-06-01T14:09:41","modified_gmt":"2026-06-01T14:09:41","slug":"tone-of-voice","status":"publish","type":"page","link":"https:\/\/brandbook.envacgroup.com\/?page_id=5964","title":{"rendered":"Tone of Voice"},"content":{"rendered":"\t\t
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Tone of Voice<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ideal tone of voice for Envac<\/b><\/p>

  • Envac\u2019s core tone is forward-thinking, sustainable, confident, and empathetic. Avoid sarcasm, overly casual memes, or gimmicky slang.<\/li>
  • Envac\u2019s voice should always feel: sustainable, expert, human, visionary, and minimal. Use the tone as a checklist whenever you write.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    1. Sustainable & Purpose-Driven<\/b><\/p>

    • Write as a brand whose reason to exist is cleaner, more liveable cities. Key behaviours:<\/li>
    • Link content to climate action, circularity, clean streets, hygiene, and long-term infrastructure.<\/li>
    • Show concrete outcomes, not just ambition (fewer trucks, cleaner air, safer spaces, higher material recovery).<\/li>
    • Use forward-looking, empowering language. Examples:<\/li>
    • \u201cBy moving waste underground and improving sorting, we cut heavy truck traffic and keep more resources in circulation \u2013 opening streets for people, not vehicles.\u201d<\/li>
    • \u201cWe are building tomorrow\u2019s cities today, with cleaner streets, quieter neighbourhoods, and smarter, more circular waste flows.\u201d<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      2. Expert, But Approachable<\/b><\/p>\n

      Sound like specialists who explain, not lecture. Key behaviours:<\/p>\n

        \n
      • Use plain language; avoid technical acronyms unless you explain them.<\/li>\n
      • Always answer the \u201cso what?\u201d \u2013 why this matters for the reader\u2019s city, budget, citizens, or goals.<\/li>\n
      • Use simple comparisons and clear proof points.

        Examples:<\/li>
      • Technical only: \u201cThe pneumatic waste collection system optimises collection.\u201d<\/li>
      • Explained: \u201cEnvac\u2019s underground waste system can reduce collection truck journeys by up to 90%, which means less noise, lower emissions, and \u2026\u201d<\/li>
      • \u201cInstead of bins on every corner, waste travels underground \u2013 freeing up space for parks, playgrounds, and people.\u201d<\/li><\/ul>\n
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          3. Human & Empathetic<\/b><\/p>

          Keep people and communities at the centre of every story. Key behaviours:<\/p>

          • Highlight residents, operators, city partners, and teams \u2013 not just hardware.<\/li>
          • Use inclusive \u201cwe\u201d language and show local pride where applicable.<\/li>
          • Be respectful, calm, and non-confrontational. Examples:<\/li>
          • \u201cProud to be part of Seoul\u2019s sustainability journey, helping keep busy streets cleaner and safer for everyone.\u201d<\/li>
          • \u201cTogether with the hospital team, we created a cleaner, calmer environment for patients and staff.\u201d<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            4. Innovative & Visionary<\/b><\/p>

            Show Envac as a leader shaping the future of cities \u2013 without bragging. Key behaviours:<\/p>

            • Emphasise progress, solutions, and what\u2019s next.<\/li>
            • Talk confidently about smart, data-driven and future-ready infrastructure.<\/li>
            • Inspire action rather than simply describing features. Examples:<\/li>
            • \u201cWe are not waiting for change. We are engineering it \u2013 with waste systems designed for the next 50 years of urban growth.\u201d<\/li>
            • \u201cWhat if waste collection disappeared from the street? In [City], that future is already running under their feet.\u201d<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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              5. Clean, Minimal & Scandinavian<\/b><\/p>

              Let the writing feel as considered as the design. Key behaviours:<\/p>

              • Use short, precise sentences and clear structure.<\/li>
              • Focus on one main message per asset or post.<\/li>
              • Avoid clutter: no buzzword lists, no emoji storms, no unnecessary adjectives. Examples:<\/li>
              • Instead of: \u201cThe innovative, cutting-edge, next-generation solution delivers unparalleled sustainability benefits.\u201d Write: \u201cThe system moves waste underground, cuts truck traffic, and helps cities reach their climate goals.\u201d<\/li>
              • Caption style: \u201cCleaner streets. Fewer trucks. Quieter mornings. That\u2019s Envac in [City].\u201d<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                Using the five pillars together Every Envac post, article, or script should be:<\/b><\/p>

                • Purpose-driven,<\/b><\/li>
                • Clearly explained and relevant (\u201cso what?\u201d),<\/b><\/li>
                • Human,<\/b><\/li>
                • Future-focused,<\/b><\/li>
                • And expressed in clean, minimal language.<\/b><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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                  Grammar & Reference Guideline<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                  • Use the third person as the default narrative perspective.<\/strong>
                    Content should describe Envac and Envac\u2019s solutions from an external, objective point of view. Avoid addressing the reader directly as \u201cyou\u201d and avoid speaking as \u201cwe\u201d unless quoting stakeholders or using example copy.

                    <\/li>
                  • Frame Envac in descriptive, not generic, terms.<\/strong>
                    Avoid simple identity statements such as \u201cEnvac is a company that\u2026\u201d. Instead, use constructions that emphasise role and purpose, for example:
                    • \u201cAs a company, Envac is committed to\u2026\u201d<\/li>
                    • \u201cAs an industry leader, Envac focuses on\u2026\u201d

                      <\/li><\/ul><\/li>
                    • Avoid first-person possessives for solutions and technology.<\/strong>
                      Do not write \u201cour system,\u201d \u201cour solution,\u201d or \u201cour technology.\u201d Use:
                      • \u201cEnvac\u2019s system\u2026\u201d<\/li>
                      • \u201cEnvac\u2019s solution\u2026\u201d<\/li>
                      • \u201cThe system\u2026\u201d \/ \u201cThe solution\u2026\u201d \/ \u201cThe technology\u2026\u201d
                        when the subject is clear from context and clearly refers to Envac.

                        <\/li><\/ul><\/li>
                      • Ensure clarity when using \u201cthe system.\u201d<\/strong>
                        When \u201cthe system\u201d is used instead of \u201cEnvac\u2019s system,\u201d the reference should be unambiguous from the surrounding sentences (for example, after Envac and Envac\u2019s offering have already been introduced).

                        <\/li>
                      • Keep the tone formal, professional, and precise.<\/strong>
                        Use clear, direct language that reflects expertise and reliability. Avoid slang, gimmicky expressions, and rhetorical questions addressed to the reader.

                        <\/li>
                      • Describe benefits objectively rather than personally.
                        <\/strong>Replace constructions such as \u201cEnvac\u2019s system helps you manage waste more efficiently\u201d with formulations like:<\/span>
                        • \u201cEnvac\u2019s system enables more efficient waste management.\u201d<\/span><\/li>
                        • \u201cThe system enables more efficient waste management for cities and property owners.\u201d

                          <\/span><\/li><\/ul><\/li>
                        • Prefer active voice while allowing passive where useful.
                          <\/strong>Use active structures such as \u201cEnvac develops automated waste collection systems\u201d in most cases. Reserve passive voice for situations where results or users are more important than the actor.<\/li>
                        • Be fact-based and avoid unsupported superlatives.
                          <\/strong>Focus on verifiable strengths and outcomes (for example, reduced truck traffic, improved safety, and higher material recovery). Use broad claims like \u201cleading,\u201d \u201cworld-class,\u201d or \u201cbest\u201d only when they are supported by credible evidence in the surrounding context.

                          <\/li>
                        • Maintain consistent terminology and capitalisation.
                          <\/strong>Use agreed names and capitalisation for Envac\u2019s products, systems, and concepts throughout each piece of content (for example, \u201cEnvac\u2019s automated waste collection system\u201d) and avoid mixing variants within the same section.

                          <\/li>
                        • Avoid an internal, company-centric viewpoint.
                          <\/strong>Replace phrases such as \u201cWe believe our system\u2026\u201d with third-person equivalents, for example:
                          • \u201cEnvac aims to\u2026\u201d<\/li>
                          • \u201cEnvac\u2019s system is designed to\u2026\u201d<\/li>
                          • \u201cThe system is designed to\u2026\u201d

                            <\/li><\/ul><\/li>
                          • Align examples and quotes with these rules.
                            <\/strong>When example copy is provided, ensure that it follows third-person phrasing, uses \u201cEnvac\u2019s system\u201d or \u201cthe system\u201d instead of \u201cour system,\u201d and reflects the five tone of voice principles.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                            \n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

                            Tone of Voice Ideal tone of voice for Envac Envac\u2019s core tone is forward-thinking, sustainable, confident, and empathetic. Avoid sarcasm, overly casual memes, or gimmicky slang. Envac\u2019s voice should always feel: sustainable, expert, human, visionary, and minimal. Use the tone as a checklist whenever you write. 1. Sustainable & Purpose-Driven Write as a brand whose […]<\/p>\n","protected":false},"author":6,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"1","_relevanssi_noindex_reason":"","footnotes":""},"class_list":["post-5964","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/brandbook.envacgroup.com\/index.php?rest_route=\/wp\/v2\/pages\/5964","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandbook.envacgroup.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/brandbook.envacgroup.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/brandbook.envacgroup.com\/index.php?rest_route=\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/brandbook.envacgroup.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5964"}],"version-history":[{"count":0,"href":"https:\/\/brandbook.envacgroup.com\/index.php?rest_route=\/wp\/v2\/pages\/5964\/revisions"}],"wp:attachment":[{"href":"https:\/\/brandbook.envacgroup.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}