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voice.md
---
bcp_version: "0.8"
file_type: voice
parent: https://registry.brandcontextprotocol.dev/omniva-691-staging/.well-known/brand.md
last_updated: 2026-10-06
---
# Voice
Omniva's published voice is cheerful, trustworthy, caring, upbeat, humorous, friendly, protective, passionate, quirky, smart, challenging, eager, playful, informative, leading, and warm. Those traits work as a system: warmth and humor make the brand approachable; respect, information, and trust keep it useful.
## Published tone dimensions
The brandbook presents four visual scales. The positions below are qualitative readings of the published diagrams, not numeric scores.
```yaml
tone_dimensions:
funny_to_serious:
position: "strongly toward funny"
guidance: "Use lightness and wit, but do not make a delivery problem, loss, damage, delay, safety issue, or complaint into a joke."
evidence_status: observed
casual_to_formal:
position: "casual side of center"
guidance: "Sound human and approachable. Increase formality when legal, operational, safety, privacy, or corporate context requires it."
evidence_status: observed
irreverent_to_respectful:
position: "strongly toward respectful"
guidance: "Play with language, never with a person's concern or the responsibility attached to a shipment."
evidence_status: observed
matter_of_fact_to_enthusiastic:
position: "strongly toward enthusiastic"
guidance: "Bring energy to benefits and moments of joy while keeping service facts exact."
evidence_status: observed
```
Source: https://www.omnivagroup.com/brandbook/tone_of_voice/
## Voice attributes
```yaml
voice_attributes:
- trait: "Caring"
guidance: "Acknowledge what the delivery means to the sender or recipient and make the next step easy to find."
evidence_status: brand_declared
- trait: "Cheerful and upbeat"
guidance: "Use positive momentum and small moments of delight without manufacturing excitement."
evidence_status: brand_declared
- trait: "Trustworthy"
guidance: "Say only what Omniva can deliver. Keep dates, conditions, markets, and uncertainty visible."
evidence_status: brand_declared
- trait: "Helpful and informative"
guidance: "Lead with the answer, status, or action a customer needs; then add explanation."
evidence_status: brand_declared
- trait: "Smart"
guidance: "Explain the useful solution in plain language. Do not use technology as decoration."
evidence_status: brand_declared
- trait: "Playful and quirky"
guidance: "Use sparingly for friendly character, especially in low-risk customer communication. Never obscure the instruction or claim."
evidence_status: brand_declared
- trait: "Respectful and protective"
guidance: "Treat people, parcels, personal information, and the environment as entrusted to the service."
evidence_status: brand_declared
```
## Register and rhythm
- Lead with the customer's need, delivery moment, or next action.
- Prefer short, direct sentences and familiar words.
- Use lowercase for customer-facing messages where the format and language allow it; the typography guide says lowercase creates a friendly feel.
- Pair enthusiasm with a specific benefit, action, or service fact.
- Keep tracking, timing, price, eligibility, and restrictions factual and easy to scan.
- Use humor as a warm accent, not as the structure of a complaint or incident response.
- Use Christmas and gift imagery subtly. The brandbook explicitly contrasts subtle care and gift-like attention with loud Christmas branding and extravagant surprises.
- Localize idiom and humor; what feels warm in one Baltic language may feel forced in another. This localization rule is an **inference** from Omniva's multilingual, multi-market context.
## Preferred vocabulary
```yaml
prefer:
- "deliver"
- "care"
- "joy"
- "bring closer"
- "help"
- "delivery journey"
- "people and businesses"
- "postal and parcel delivery"
- "international transit"
- "digital logistics solutions"
- "open"
- "trustworthy"
use_with_context:
- term: "delivering happiness"
rule: "Use as the published brand idea, not a guaranteed customer outcome."
- term: "seamless"
rule: "Use only for the published vision or when the complete journey has evidence; do not hide handoffs or exceptions."
- term: "sustainable"
rule: "State the specific initiative, scope, method, market, and source."
avoid:
- "guaranteed happiness"
- "perfect delivery"
- "zero-impact delivery"
- "instant everywhere"
- "effortless in every situation"
- "revolutionary logistics"
- "a Christmas miracle"
```
## Writing patterns
The examples in this section are **inferred applications** of the published tone, not approved Omniva copy.
### Service update
**Use:** “your parcel is ready to collect. check the location and opening hours before you go.”
**Avoid:** “Exciting news! Your magical delivery moment has arrived!!!”
### Problem response
**Use:** “we're sorry this delivery did not go as expected. here's what we know and what you can do next.”
**Avoid:** “Oops! Even the best journeys have little bumps.”
### Corporate description
**Use:** “Omniva connects businesses and people through postal and parcel delivery, international transit, and digital logistics solutions.”
**Avoid:** “Omniva revolutionizes the world with a seamless, world-class logistics ecosystem.”
### Sustainability
**Use:** “Name the action, geography, reporting period, and measured result from a current Omniva source.”
**Avoid:** “Every delivery brings a greener tomorrow.”
## Context shifts
```yaml
context_shifts:
routine_customer_message:
tone: "casual, cheerful, concise"
emphasis: "status, next action, place, and time"
customer_support:
tone: "warm, respectful, protective"
emphasis: "listen, acknowledge, explain, resolve or escalate"
disruption_or_loss:
tone: "calm, factual, caring"
emphasis: "known facts, uncertainty, responsibility, and next update"
corporate:
tone: "confident, informative, people-centered"
emphasis: "connection, services, markets, and evidence"
sustainability:
tone: "specific, measured, accountable"
emphasis: "scope, method, reporting period, result, and limitation"
campaign:
tone: "upbeat, playful, warm"
emphasis: "a believable moment of connection or joy, not spectacle"
```
## Sources
- https://www.omnivagroup.com/brandbook/tone_of_voice/
- https://www.omnivagroup.com/brandbook/typography/
- https://www.omnivagroup.com/