Brand language
Introduction
Brands don’t just show their personality through design and imagery, but also with the way they speak and interact with the world.
What our corporate design is to our visual appearance, our corporate language is to text – it makes us recognisable and distinguishes us from our competition. It tells the reader or listener:
“This is Heidelberg Materials” and ensures the linguistic consistency of our brand. On all occasions, for all target audiences and in all forms of media.
Our goal: Guidance, not rules
We know that language is highly individual and influenced by a wide range of factors, including:
The following guidelines will help you write and speak in a way that best suits our brand. They are not “ultimate rules” and always depend on the individual context, content, and target audience.
Our brand language reflects our personality
Our three brand attributes aspirational, approachable and fundamental, define how we use language in our everyday work.
Brand attributes
The three brand attributes aspirational, approachable and fundamental are rooted in our brand character, the human-centric visionary
Learn more about our brand in the Brand strategy section.
Fundamental
We focus on what we do best: heavy building materials. We think and act long-term as our future needs solutions that last.
That means:
We focus on what matters
We are straightforward, informative, and concise. We avoid unnecessarily complex sentences and focus on one key message whenever possible.
We are friendly, but professional
Our customers are our equals – we always remain polite and professional. We avoid overly casual or regional “slang”. In languages with different forms of address, we use the formal form (e.g. German: “Sie” instead of “Du”).
We say it with confidence
We are confident in our expertise, heritage, and avoid expressions that make us seem uncertain or uncommitted (e.g. try to, might, could, maybe…).
Not: Cold, boring or distant
Practical examples: Focus on what matters
Practical examples:
Focus on what matters
Be friendly, but professional
Be friendly, but professional
Say it with confidence
Say it with confidence
Approachable
Approachable
We are stronger together, joining forces across all regions to guarantee customer satisfaction. Our hands-on attitude helps us to benefit from opportunities and address challenges ahead.
That means:
We talk like true partners
We see our customers and partners as equals. Wherever possible, we speak TO them, instead of about them – always imagining the mindset of the person we are talking to by stressing the specific benefit the interaction has to them.
We say it without buzzwords
We rely on facts and avoid empty phrases that make us seem bigger than we are or make us feel aloof and distant.
We speak as a team
We see ourselves as a team, not as a detached corporation. That’s why we use “we” when talking about Heidelberg Materials.
Not: Naïve, unprofessional, playful
Practical examples: Talk like a true partner
Practical examples:
Talk like a true partner
Say it without buzzwords
Say it without buzzwords
Speak as a team
Speak as a team
Aspirational
Aspirational
We are progressive. We drive change and the transformation of our industry for the benefit of our customers, our shareholders, our employees, and the society we live in.
That means:
We are optimists and focus on solutions
Challenges are a chance for improvement – the reason we move forward. Our words reflect this mindset even when sharing negative news.
We inspire and motivate
We lead the way and challenge others to do the same. We get the reader involved by relating to their experiences and giving direct calls to action.
We say it actively
At Heidelberg Materials, we take action. This is why we prefer to write in the active rather than the passive tense.
Not: Ignoring reality, glossing over problems
Practical examples: We are optimists and focus on solutions
Practical examples:
We are optimists and focus on solutions
We inspire and motivate
We inspire and motivate
Say it actively
Say it actively
Overview of our brand language guidelines
We focus on what matters
We are straightforward, informative, and concise. We avoid unnecessarily complex sentences and focus on one key message whenever possible.
We are friendly, but professional
Our customers are our equals – we always remain polite and professional. We avoid overly casual or regional “slang”. In languages with different forms of address, we use the formal form (e.g. German: “Sie” instead of “Du”).
We say with confidence
We are confident in our expertise, heritage, and avoid expressions that make us seem uncertain or uncommitted (e.g. try to, might, could, maybe…).
We talk like true partners
We see our customers and partners as equals. Wherever possible, we speak TO them, instead of about them – always imagining the mindset of the person we are talking to by stressing the specific benefit the interaction has to them.
We speak as a team
We see ourselves as a team, not as a detached corporation. That’s why we use “we” when talking about Heidelberg Materials.
We say it without buzzwords
We rely on facts and avoid empty phrases that make us seem bigger than we are or make us feel aloof and distant.
We are optimists and focus on solutions.
Challenges are a chance for improvement – the reason we move forward. Our words reflect this mindset even when sharing negative news.
We inspire and motivate
We lead the way and challenge others to do the same. We get the reader involved by relating to their experiences and giving direct calls to action.
We say it actively
At Heidelberg Materials, we take action. This is why we prefer to write in the active rather than the passive tense.
Flexibility
Our brand language is flexible and works for different touch points and channels. That is why our three attributes can be turned “up” or “down” depending on the touch point.
Finance and product content
We want to convey facts in our product descriptions. While we still keep aspirational and approachable language in mind, we emphasise “fundamental” by being straightforward and informative, and relying on our expertise.
Social media content
In social media content, we speak directly to our customers and the world. Aspects that make us approachable, such as speaking as equals and using “we” when talking about Heidelberg Materials, are particularly important.
Sustainability or innovation content
Whenever we talk about sustainability or innovation, we show the world what we are capable of. To do this, we speak in an especially aspirational way. For example, we focus on the solution and take the reader along with us.
Corporate wording and translation
prolingo
What our corporate design is to our visual appearance, our corporate language is to text – it makes us recognisable and distinguishes us from our competition. It tells the reader or listener: “This is Heidelberg Materials” and ensures the linguistic consistency of our brand. The prolingo platform offers an online dictionary and a translation tool that automatically translates into correct corporate wording – all in one place, always up to date, and intuitive to use.
Register
password: prolingo-HM23
Contact
Any questions about our guidelines? Contact us.
- N Support
- T + 49 211 690787-200
- E support@Brandhub.heidelbergmaterials.com