Tone Voice & Manner

Our tone of voice defines how we speak and write as a brand. It brings the Healing Hands personality to life linguistically.

This defines not WHAT we say and every possible subject we may need to talk about – but rather, HOW we say it, and HOW we express it. We have defined linguistic principles and provided some unpacked details for each of them. And there are some example texts to exemplify these various rules.

NOTE: guidance can also be found in the imagery section of these guidelines. Often imagery and adjectives used to guide visuals can also be employed for linguistic copy and tone purposes. It is the same world we are creating, be it visual, aural or copy.

Some Key Words
Words to inspire the right attitude.

Adjacent Brands for Reference: Athleta ( joggers and sweat )

Linguistic and copy principles: We have split these into 4 distinct aspects, listed below.

01 Thoughtful — Words of human care

We are a profoundly human brand and we express our care and presence through our words.

03 Sensory — Human feelings

Whether physical or spiritual, we deal in feelings and honor their therepeautic signals and strengths.

WE ARE

FRIENDLY & APPROACHABLE
INNER-LIFE CENTRIC
CALM & RELAXED
TACTILE
HOLISTIC
ETHICAL AND HUMAN
PRESENT

01 Thoughtful — Words of human care

Our language speaks to our humanity.
We use language that is profoundly focussed on human connection and healing; balancing healthcare with selfcare.

Our language uses soothing words. We use words and phrases that feel gentle, kind and therepeutic.

We are grateful. We focus on our gratitude and how this brings meaning and purpose to our lives

02 Calm — Serene energy levels

We use words of calm, presence and quiet energy in our words and phrases.

04 Natural — In harmony

We craft our words to evoke harmony; humans in step with and respecting the natural world.

Let’s unpack these principles further.

02 Calm — Serene energy levels

We keep the energy consistent and tranquil.
We use language that has a relaxed, lilting cadence. Like a calm flowing stream. Gentle ebbs and flows.

We are not sleepy
Although we keep energy calm, this is not to be lethargic or sleepy. We should still use energy to punctuate and bring attention to the relevant aspects of the copy. We are here to up-lift as well as to soothe.

03 Sensory — Human feelings

We keep it human-centric We use sentences that keep the indiviudual human being at the center of the conversation.

We use sensing words Our language is sensory and we use words such as touch, feel, wellness, relaxed, soothed, texture to communicate the healing, therepeutic, human hands-on qualities of the brand.

04 Natural — In harmony

We use natural language. We stick to natural words rather than overly technical descriptions, or overtly slang wording.

We are harmonious. We create sentences and paragraphs that evoke a closeness and an 'in-touch with oneself 'quality.

We craft the copy with some poetic structure. We sprinkle our words with a degree of poetry. Nothing that is impossible to grasp, or overly literary, but an element of creative writing that lifts the brand into spirit, harmony and the human connected experience, should be used.

Some examples incorporating these rules.

WE ARE NOT

AGGRESIVE & UNTOUCHABLE
OVERLY EXTROVERTED
ASLEEP & LETHARGIC
STAND-OFFISH
MYOPIC
SELFISH AND GREEDY
DISTRACTED