Brand 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 tone is a way for us to empathize with audience.

But the general rule of thumb is to always consider your reader or audience when writing. Who it is for and what purpose does it serve. When writing content, it is important to ask the following questions:

Is it easily understandable at a glance?

Are sentences jargon-free and in the active voice?

Will our audience find what they need within the first two sentences?

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Primary Audiences

WHO

Tasteful professionals who lead high octane lifestyles

WHAT

SmartAge stands for a future where technology enhances everyday life, making homes more comfortable, secure, and efficient. We represent an evolution in living spaces, championing a lifestyle that's not only smart and connected but also sustainable and personal. At SmartAge, we're not just transforming homes - we're shaping the future of living.

HOW

Visionary - SmartAge is redefining what we know of luxury living. We bring homes and lifestyles into a future that is more efficient, connected, and personal. We make intelligent living a reality.

Professional - Our SmartAge teams create custom, comprehensive solutions that are fit to your needs. Our project managers and dedicated teams ensure the highest quality of service delivery in every project.

Concise - Sophisticated simplicity. At SmartAge, we’re devoted to redefining what luxury home living feels like.

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Mediums and channels

Digital + Social Media + Marketing

Always write with your audience in mind

Make information easy to digest and navigate. Help everyone find what they need more quickly by using headers, subheadings, and grouping together similar thoughts.

Focus your message. Always lead with your main thought using clear and concise language. Lead with your main point, especially on digital. We want our users to spend more time learning about who we are and what we do.

Active voice, not passive voice

Text is considered

more readable, digestible, when written in the active voice⁠

. Reserve passive voice for academic writing, not marketing materials and plain speak. In an active voice the subject of the sentence does the action. In passive voice, the subject of the sentence has the action done to it. Use simple tenses.

❌ We are in the process of securing new technology for even smarter homes. (Passive voice)

✅ We are securing new technology for even smarter homes. (Active voice, clear actor + what is being done)

Write in the affirmative, lean on positive writing

Use positive language rather than negative language. Avoid words like “can’t,” “don’t,” etc.

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