Why we’re here and how we sound
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Home About us Tone of Voice
The way we express ourselves and our brand is as important as the way we look. In fact, because security is a people business, words are perhaps even more important. Tone of voice means how we say what we say. We have developed one tone of voice that applies to everything we write, from high-profile marketing communication, such as ads and brochures, to every e-mail, every letter and every offer. Why? Because every word we use in our communication contributes to how Securitas is perceived. Different channels have different requirements. The following guidelines cover a principal direction.
The content we create and publish is a vital building block of our reputation, how we’re perceived, and how we deliver value to our audience. A consistent and unified voice, tone, and style is integral to helping us build authority and establish trust with our content. Achieving brand consistency isn’t easy – especially when our brand represents more than 350 000 people across the globe. Below, you’ll discover the simple principles of how to talk and write in the Securitas tone of voice. This will help us all create a consistent and clear voice for our brand: one that will bring our unique values and personality to life.
Before discussing the tone of voice, first, we must understand the foundation of the brand.
This is our “why” – the reason we exist.
This describes what we do and how we do it.
These describe what we believe in, and what steers the decisions we make.
This is the character of our brand and organisation.
This sums up all the components of our brand into a single, simple, distinct promise.
Our communication themes let us use the brand idea in different ways, giving us more freedom to tell our stories.
Our communication principles provide a general framework for content development. For more detailed guidelines, please refer to the editorial style guide.
We create content for our audience, not for ourselves. Before creating a piece of content, identify and understand who it’s for and why, so we create something useful and relevant.
We communicate our messages clearly, using simple language our audience understands. Eliminate jargon to avoid confusing the audience. The golden rule: If it’s not clear, it won’t be effective.
We communicate our messages concisely and get straight to the point. Use focused, short sentences and paragraphs so the content is easier to understand and digest. Less is more!
Our brand personality is captured in three strong words: brave, human, and curious. These are the characteristics we want the world to associate with us. The way we speak and write is our chance to bring this personality to life. We do that by being personal, curious, simple, and honest. Our tone of voice must always remain consistent across our communications. However, we can adjust the application of our voice to suit different audiences, contexts, and objectives. We must always communicate in a tone that’s most appropriate for specific segments, content types, and situations/events. Read on to learn what each part of our tonality means – and how to let these characteristics shine through in written and spoken language.
We’re real people, looking out for real people. Talking on a personal level shows us as the human-centric, down-to earth-organization we are. Too formal and we appear distant. Too corporate and we come across cold. We speak in a comfortable, relaxed voice. Feel free to talk about ourselves as “we” (just like we’re doing here) rather than always in the more formal third person (Securitas believes that everyone has a right to security). Real-life stories and staff experiences add a personal touch and remind everyone we’re here to make the world a safer place – for people. Here are some tips for being personal and professional at the same time. – Picture your reader before you start to write and imagine talking directly to them. – Personal is warm and accessible, but never too familiar.
– Don’t be afraid to show a little emotion. – Feel free to mention individual members of the team. – Invite your reader into our world by asking questions. – Talk as one of the team – think “we’re here for you.” – Feel free to use emojis in social media posts to reflect a personal and playful tone.
Examples
Hi from the Lisbon Wine Fair where we’re busy making everyone feel safe! It’s crowded here today, so if you need any help, look out for us – we’re the folks with the three red dots on our uniforms – or tweet us @XXXXXXX. We’re always here to help!
Let’s talk! Our experts are ready to dive into your concerns, understand your challenges, and create a security solution that works for YOU. Together, we can build a safer future. #SecuritasTechnology
Hi from Sofia and Pedro, your team on the ground right here at Estadio Nacional! Go <team name> and go Sofia and Pedro!
Instead of:
We provide receptionist/concierge services with a security officer performing a combination of services including access control, reception, and customer service. Try this: Specially trained Securitas reception staff perform regular customer-facing duties and monitor the security of your building. Two essential roles. One vital person.
We’re genuinely fascinated by the world around us and every person that we meet. It’s why we ask questions. It’s why we dare to wonder “what if?” And crucially, it’s why we listen to what our clients and colleagues say. – Encourage your audience to have their say with inviting phrases: “Tell us” is always a good opener. – Ask open-ended questions. – Show our curiosity is genuine and reassure readers we’d love to hear what they feel/think.
– Involve your audience by asking for feedback. – Talk about the reader/audience more than about us.
LinkedIn post example
Have you ever felt safer at the mall than at home? You’re not alone. Over XX percent of respondents admitted to feeling more secure in public places with a visible security presence than at home, according to our security report.
Mauro’s new uniform on its first ever patrol. We’d love to hear: What’s your first impression?
Website example
Ever felt safer at the mall than at home? You’re not alone.
Our security report results are in. And the responses are eye-opening, with over XX percent of us admitting to feeling more secure in public places with a visible security presence than in our own homes.
Website example – Our offering
Instead of: Securitas offers security solutions based on client-specific needs through different combinations of on-site, mobile and remote guarding, electronic security, fire and safety and corporate risk management. Read more about our offering: Click on the links to find more information about our security services and solutions, strategy and opportunity for growth.
Try this:
What does Securitas do? We’re here to make your world a safer place. We do this by combining expertise in on-site and mobile guarding, remote services, technology, fire and safety, and corporate risk management – all to create security solutions that address real-life challenges. What could you do if your world was a safer place? Find out more about our services, solutions, and security strategies.
Security is a complex business, but talking and writing about it shouldn’t be. Simple words help us build trust and connect with people from all over the world. – Skip the jargon. If you absolutely must use industry terms or acronyms, explain them. – Avoid using complicated language to sound smart. – Choose strong words that get to the point: talk, not converse, meet not convene, buy, not purchase, etc. – Keep sentences short and limit yourself to one thought per sentence. – Show, don’t tell. Use pictures or graphs if they would help clarify your point. – Client-facing? Make interactions simple too. Be prompt, polite, and precise. (And if you can’t solve a problem, find someone who can.)
Example from securitas.com Securitas Operation Centers
Securitas Operation Centers Securitas Operation Centers (SOC) play a key role in providing high-performance security. From here, our security services and solutions are managed and controlled. At the SOC, people and technology are combined through established processes and protocols, coordinating customer security and service. Data about all incidents that occur and security services provided are directed through our SOC and managed by trained professionals. Our operators are experts in quickly addressing problems and solving them according to protocols and customer requests. The combination of a single point of contact and high density of security officers ensures immediate attention and action. The information gathered in our SOC is used to take the correct action at all times, giving our customers high-quality security around the clock. Improved analytics, analysis and precise customer feedback reports are also facilitated by our SOC.
Securitas Operation Centers All our services and solutions are expertly managed and controlled in our Securitas Operation Centers (SOC). They’re where advanced technology meets skilled personnel, proven processes, and strict protocols to deliver the best client security and service. When an incident arises, data is sent straight to the SOC for immediate attention. A single point of contact and a high density of security officers makes sure the right action is taken – quickly.
The SOC is also where all our analytics, analysis, and reporting happen.
Securitas presents higher Q2 earnings from BA B2C compared to Q1.
Securitas reports higher quarter-on-quarter earnings from consumer business.
People trust us to make the world a safer place. We earn that trust by being honest and transparent. If you make a mistake, be honest about it. Don’t try to cover it up. Being honest also means seeing the world how it is – and reflecting that in our own content through diverse and honest representations of age, body shapes, nationalities, genders, and religions. Our audience is global – and we hold a true mirror up to that audience. – Say it how it is. If something could be better, don’t pretend it’s perfect. – Be brave enough to say sorry if something is our fault. – Don’t overpromise. Only say what you know you can deliver. – Don’t gush. Less is usually more in difficult situations. – Put yourself in your client’s shoes. How do they feel right now? What can you say to meet them where they are?
@JohnDoe: “Hey @securitas – you double-parked my car outside the mall, neither smart nor secure! :(”
@Securitas: Hi @JohnDoe. We’re sorry. We messed up your afternoon and that’s not OK. We’ve talked to all our teams about this so everyone knows to park smarter from now on. Thanks for letting us know.
@JohnDoe: “I have been double charged for my Securitashome package – I thought you were supposed to protect me from theft??”
@Securitas: Hi John, we’re sorry – that definitely shouldn’t have happened. Your account has been credited already. And we’re checking our systems to fix the glitch that caused this. Thank you for letting us know.