Tone of voice

What matters isn’t just what you do, but how you do it. This is true for many things in life, including communication. It’s not just about what we say but how we say it. That’s why it’s important to keep a consistent tone of voice for our brand.

At Firefly, our tone of voice reflects our expertise, commitment to safety, and focus on customer success. We aim for clear, direct communication that builds trust and delivers information in a straightforward way. We prioritize clarity without overselling and maintain a professional yet approachable style.

Do’s and Don’ts

Do’s

  • Experts – We speak with confidence, backed by our industry knowledge and experience.
  • Clear – Our messages are direct and easy to understand.
  • Engaged – We maintain an active, approachable tone that connects with our audience, without being overly formal.
  • Customer focused – We focus on what matters most to our customers, addressing their needs and concerns with respect.

Don’ts

  • Overcomplicating things – while we are technical, we make sure our language is always relevant and easy to follow.
  • Being overly casual – when discussing safety and important matters, we maintain professionalism.
  • Focusing on sales – our expertise speaks for itself, and we prioritize delivering value over pushing products.
Our purpose

Saving lives and keeping customers in production is more than just a tagline — it’s the foundation of everything we say and do. Our communication should always reflect this commitment by emphasizing safety, reliability, and the impact of fire prevention.

Flexibility in tone of voice

While our tone of voice is central to how we communicate externally, it’s important to recognize that different types of communication serve different purposes. For internal communication, reports, or more formal documents, the primary focus will be on clarity, accuracy, and professionalism, rather than engaging or persuasive language. However, the core principles of our tone of voice — clarity, customer-focus, and respect, should still be present.