DE

Brand Manual

03

Voice & tone

How we write: formal “Sie”, clear, factual, friendly.

Contents
  1. 3.0Basic tone
  2. 3.1How we write
  3. 3.2Before – after
  4. 3.3Words
  5. 3.4Numbers, prices, units
  6. 3.5Product names
  7. 3.6Claims we check
  8. 3.7English

We write warmly and factually, like a good specialist adviser: benefit first, then proof. Short sentences, concrete words, always using the formal “Sie”.

3.0

Basic tone

ClearOne thought per sentence. No jargon without explanation.
FactualFacts instead of superlatives. Numbers only when they are right.
FriendlyFormal “Sie”, helpful, never lecturing or loud.
Specification
Address
Always formal “Sie”, also in social media and newsletters
Sentence length
Aim for under 20 words
3.1

How we write

  1. Benefit first, then proof: “No folding – the slot fits A4 envelopes.”
  2. Headlines as short nouns with one explaining sentence below: “Concealed lock”.
  3. Concrete instead of general: name material, size, function.
  4. Lists with an en dash: “Flexible opening – by fingerprint, RFID or app”.
  5. Write actively: “You see who is ringing” instead of “It can be seen”.
3.2

Before – after

Before

Our innovative premium intercoms offer you an unparalleled first-class experience!

After

With the app you can always see who is at the door.

Concrete benefit instead of empty superlatives.

Before

Installation is carried out using the existing cable infrastructure.

After

You simply keep using your existing 2-wire doorbell cable – no new cables.

Active, addressing the reader, with a benefit.

Before

GREAT OFFER!!! Grab it now!

After

15 % off security technology – valid from 01.10. to 31.10.2026.

Calm, precise, with a period.

3.3

Words

Use

  • hochwertig
  • massiv
  • witterungsbeständig
  • rostfrei
  • pulverbeschichtet
  • individuell
  • personalisiert
  • Unikat
  • Eingangsbereich
  • Zuhause

Avoid

  • revolutionär
  • einzigartig (ohne Beleg)
  • Weltneuheit
  • unschlagbar
  • günstig / billig
  • Premium (als Füllwort)
  • Kunde (nur männlich)
  • Smart Home (ohne Funktion)
3.4

Numbers, prices, units

WhatDoDon’t
Price1.490,00 €1490 EUR · € 1.490,-
Price fromfrom 699,00 €only 699 €!
Dimensions37 × 37 × 10,5 cm37x37x10,5cm
Percent15 %15%
Date12.11.202612.11.26 · 2026-11-12
Time09:00–16:00 Uhr9-16h
Phone+49 (0) 7121 / 317 731007121-3177310
Specification
Prices
Only take from the shop; “UVP” and “ab” exactly as in the shop; price note on the last page
Non-breaking space
Between number and unit so they never break apart
3.5

Product names

Product names are written exactly as in the shop. Model names are proper names and come last.

Before

XDM 10 · Xdm10 · VDM-10

After

XDM10 · VDM10 2.0 · SDM10

System names without a space, versions with a space.

Before

Siebert letterbox in anthracite

After

Letterbox Siebert, anthracite

Product type first, model name last.

3.6

Claims we check

  1. “Made in Germany” only where the product page says so.
  2. Guarantee always precisely: “Metzler guarantee: up to 10 years protection against rust-through” – the terms of the guarantee apply.
  3. “Pay by invoice” only as the payment page allows.
  4. Customer numbers and ratings only with the source date.
3.7

English

English texts use British English, friendly and direct (“you”). Sizes and prices keep the German format when the text is for the German market.