---
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/