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Verbal Identity
Brand Personality & Tone
Brand tone helps us adjust our brand personality depending on our audience and chosen medium. It is a way to contextualize our brand across the various platforms (analog, digital, social media) available today.
Brand Persona
A welcoming host, taking care of someone coming into their home and neighborhood
Seda embodies all the characteristics of a warm and welcoming host. It is inviting, supportive, and attentive while also maintaining a sense of authority through its knowledge of the city and ability to get things done with ease. Seda is at ease in its own neighborhood and connected with the local scene.
Brand Personality
As a business hotel, our personality is mature while still being approachable and excitable enough to encourage exploration and activity. Our voice is meant to alleviate the worries that come with business travel while also creating a familiar, relaxed environment. Following our philosophy, our voice should carry a sense of “gaan” or “lightness”.
Brand Voice Framework
Because we value...
Our Voice is...
Our Communication is...
Our Communication is not...
MALASAKIT
Caring
Empathic
Proactive
Concerned
Robotic
Timid
Indifferent/Cold
MAPARAAN
Confident
Straightforward
Actionable
Reassuring
Superfluous
Vague
Confused
MAGILIW
Inclusive
Warm
Familiar
Localized
Inviting
Dismissive
Detached
Generic
Exclusive
There are no rows in this table
Brand Tone
Caring
Seda’s voice conveys care throughout every step of a guest’s stay. The brand can ask questions of care (e.g. Kumain ka na ba? Have you taken a break?) or suggest actions to guests to encourage rest (e.g. Take a breath, Tuck in) just like a host would.
Examples:
(1)
Paumanhin po, Please Do Not Disturb.
(2)
Pahinga ka na. Take your time and settle down.
(3)
Kumain ka na ba? Pantry snacks are available day long.
(4)
Fresh fruits are great for your health. Enjoy our selection of organic, seasonal produce, straight from our farmer partners in Davao.
(5)
Welcome to Seda, Welcome Home.
Confident
Seda’s voice should project confidence in the hotel’s ability to meet guests’ ever changing needs. It should reassure worries (e.g. Need assistance? Our front desk is happy to help!) and anticipate needs (e.g. Our business lounge is open to help you work at your best.). It should also be confident in asserting its values in areas like sustainability.
Examples:
(1)
We encourage the reuse of towels to lessen water wastage. By halving the number of towels washed daily, we can save up to 45,000 liters of water.
Let's care for the environment together through our small, daily acts. Sama-sama tayong magtulungan para sa kalikasan.
(2)
Explore the wonders and comforts of the Philippines across our 11 locations within Luzon, Visayas, and Mindanao.
Whether its a staycation, business trip, or city tour, Seda promises seamless ease everytime.
(3)
Here in Seda we proudly house a boutique store for the crafts made by the Iraya Mangyan weaving community of Puerto Galera, Oriental Mindoro.
Inclusive
As a welcoming neighbor, Seda is inclusive no matter what region or city it is in. Seda takes pride in its Filipino roots and its voice should reflect that through a strong sense of locality. This inclusiveness can come in through region-based language or dialect switching (e.g. Kaon ta! Maayong Buntag) or local recommendations provided by the staff (e.g. try our local durians, they’re in season!)
Examples:
(1)
Tara na! Explore Manila with us!
(2)
Maayong Buntag from Seda Abreeza! We're excited to host you in "The King City of the South". We hope you enjoy all the sights and sounds the city has to offer.
Welcome Home, and enjoy your stay.
Sincerely,
Team Seda
P.S. We know the best places to buy durian. Just ask the front desk.
(3)
Celebrate the Higalaay Festival of Cagayan De Oro! This month-long fiesta includes lively street dancing, beauty pageants, bustling food markets, and a thrilling boat race. Seda is proud to be at the center of activity, allowing visitors direct access to the many festivities and cultural celebrations happening in the city.
Brand Wordbank
Phrases
Words
Language Use
General Marketing and External materials
For campaign/thematic marketing materials, we recommend the use of plain English and Filipino. Filipino can be used as headers of text that serve as brief greetings, while English serves as the body copy. Filipino should be sprinkled in to add warmth and a sense of rootedness and identity to the hotel, while still balancing this with English as the primary language for external communication.
Regional Seda Hotels (Localization)
We recommend integrating the local language into both physical and digital materials (guest greetings, welcome notes, menus, festival announcements) depending on the city Seda is in. Adding in this aspect to the voice makes every experience local and unique, highlighting culture through language and tying the hotel even closer to the community where its from.
Packaging and Merchandise
We recommend using English as the main product copy and having straightforward Filipino translations placed under to provide a sense of place. Short active phrases that suggest care and warmth can be added in to give the voice more personality (e.g. Vitamin C Facial Moisturizer - Freshen Up)
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