Sasol Ci Manual - Other - Page 20
SASOL CI MANUAL
2 OUR TONE OF VOICE 2.2 INSPIRED, CONFIDENT, APPROACHABLE
2.2 Inspired, Confident, Approachable
When people read a piece of Sasol communication, we want them to instantly
get a feeling for what Sasol stands for. The language and tone that we use
is an important and highly effective way to convey that feeling.
Inspired
Confident
Approachable
We inspire and are inspired by what
we do. Our language must have a sense
of energy, excitement and urgency.
No lengthy sentences, no meaningless
expressions and words, just straight
forward conversations that talk to the
emotional benefit, rather than just the
functionality of a service, product,
initiative or offering.
Confidence is not arrogance. Nor is
it about being overly intellectual.
Confidence is about instilling a sense of
confidence in our consumers. This is done
by creating trust, by talking honestly
and in a straightforward manner. It is
about creating a connection by talking
in an approachable and friendly way, not
by being too intellectual and confusing.
It is about talking in the first person.
Even though Sasol is mainly a B2B business,
Sasol is a company that is intricately linked
to our stakeholders and the communities
that we work in. In order to inspire
confidence in all our stakeholders, we need
to be an empathetic and transparent brand.
The language must not alienate anyone
by using highly technical jargon; it must
be straightforward and unintimidating.
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