Brand voice
& tone of voice
Brand guideline
Hey there!
Welcome to MEININGER’s brand voice and tone of voice guide.
Our voice is our personality, who we really are.
Think of us as your local expert, your warmest friend, and your go-to adventure buddy: welcoming, curious, enthusiastic, thoughtful, and inclusive.
Our tone of voice is how we express these personality traits depending on the situation. The tone can change based on what we’re talking about and who we’re talking to.
This guide is here to help us make sure we always sound like us.
Our brand voice mirrors our personality
What makes MEININGER Hotels individual as a brand?
What does our brand voice do?
“Help us stand out”
“Gives our audiences a consistent experience.”
“Shows the world what kind of brand we are.”
Our three pillars
Human
What it means:
we’re warm, friendly, inclusive, we sound like a real person
How to apply it:
by using simple, casual language, a conversational style & talking human-to-human
Tone variations
simple
genuine
conversational.
2. Relatable
What it means:
we’re empathetic, we make people feel “seen”
How to apply it:
by putting yourself in people’s shoes, using occasional humor, finding a realistic angle & focusing on shared experiences
Tone variations
approachable
understanding
humorous
3. Witty
What it means:
we’re playful, upbeat & full of personality
How to apply it:
by finding the fun in everyday, using wordplay and cultural references, a light-hearted style & making people feel good when they hear from us
Tone variations
joyful
clever
cheeky
How to talk...
MEININGER
Quick practical tips
Our official standard is
American English
The real question is…
to do or not to do?
The black list
“Help us stand out”
“Gives our audiences a consistent experience.”
“Shows the world what kind of brand we are.”
Our three pillars
Our three pillars
Human
What it means:
we’re warm, friendly, inclusive, we sound like a real person
What it means:
we’re warm, friendly, inclusive, we sound like a real person
How to apply it:
by using simple, casual language, a conversational style & talking human-to-human
Tone variations
simple
genuine
conversational.
2. Relatable
What it means:
we’re empathetic, we make people feel “seen”
What it means:
we’re empathetic, we make people feel “seen”
How to apply it:
by putting yourself in people’s shoes, using occasional humor, finding a realistic angle & focusing on shared experiences
Tone variations
approachable
understanding
humorous
3. Witty
What it means:
we’re playful, upbeat & full of personality
What it means:
we’re playful, upbeat & full of personality
How to apply it:
by finding the fun in everyday, using wordplay and cultural references, a light-hearted style & making people feel good when they hear from us
Tone variations
joyful
clever
cheeky
How to talk...
MEININGER
How to talk...
MEININGER
Quick practical tips
Quick practical tips
Our official standard is
American English
The real question is…
to do or not to do?
The real question is…
to do or not to do?
