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Sheet 09

Voice & tone

Trust is earned through clarity — a checkmark needs no explanation, and neither should a sentence. The brand speaks in two registers: product (calm, factual, sealed) and campaign (direct, human, grounded). Neither one shouts.

The rule

Calm, clear, certain — say what is on record, and stop.

Fig. 09.A — Registers, pairs & vocabulary
PRODUCT VOICE — CALM · FACTUAL Scan booked. Tuesday, 10:00. Your report will be sealed the same day and shared with both parties. CAMPAIGN VOICE — DIRECT · HUMAN No more he-said, she-said. Our deposit came back — every dirham. The record did the talking. SAY IT LIKE A RECORD ✓ “Your deposit, backed by evidence.” ✗ “We revolutionise the rental experience!” ✓ “214 rooms on record. Sealed.” ✗ “Cutting-edge AI-powered property intelligence.” ✓ “If there’s a dispute, open the record.” ✗ “Never worry about landlords again!” THE DICTIONARY record · scan · sealed verified · evidence move-in · move-out revolutionary · disrupt AI-powered · seamless solution · journey rule say what is on record · then stop tagline “Your property, on record.”
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Principles

Confident
not loud
Clear
no jargon, ever
Certain
evidence, not promises

Registers

Product
calm · factual · short
Campaign
direct · human · grounded
Legal & records
plain language · mono

Vocabulary

We say
record · scan · sealed · verified
We say
evidence · move-in · move-out
We avoid
revolutionary · AI-powered
We avoid
disrupt · solution · journey

Never

  • × Exclamation marks in product UI
  • × Over-promising — "guaranteed", "always win"
  • × Tech jargon — the scan is the magic, not the words
  • × Blame language — the record is neutral, both-sided