So what exactly is the Sabre voice? Great question. It’s the expression of our brand’s personality and identity. It’s who we are, in writing. The Sabre voice is human, high-performance and clever. When writing, human and clever are the drivers, with the emphasis on human.
While it may sound odd to be talking about voice and the written word, that’s the point. Whether composing an internal email, an article for publication or a note to a customer, make it feel like you’re conversing, one human being to another.
When crafting any company communication, you are an ambassador of the Sabre brand. You not only speak for Sabre; you speak as Sabre. Here are some things to think about:
Voice is who we are. It’s human, clever, high performance. It’s consistent, singular.
Tone is how we speak. It can change depending on audience, situation or media.
Informal vs. formal, all business vs. business casual.
Tone of voice is something you hear a lot about when discussing brand. These are guidelines, not rules. They’re intended not to box you in, but rather provide a path on which to turn you loose, confident in your ability to write the Sabre way.
Use strong, vivid, purposeful language, especially active verbs.
Look for verbs and adjectives that include some emotional connotation or evoke a strong mental image.
Write headlines with strong verbs and be concise.
Be clear and straightforward. Avoid jargon or wordiness.
Go with active voice over passive.
Be a positive force. Use positive language, rather than belaboring the negative, adverse, unfavorable, detrimental, pessimistic. See what we did there? Don’t do that.
Be honest. In your effort to be positive, don’t sugarcoat things. Tell it like it is.