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Tone is a powerful tool that can both shape a positive user experience for people and clear the air in a negative one.
Here’s a quick comparison between voice and tone:
The right tone depends on a user’s contextual needs, as well as how involved and emotional we need to be in the process. To borrow from the work of the infamous Nielsen Norman Group, there are essentially four dimensions to consider when piecing together a product’s voice and tone.
Think of the tone for any given experience as being on a spectrum:
The tone spectrum acts as a sliding scale for considering which of our attitudes and expressions are appropriate for different experiences.
Following is Ledger’s tone spectrum:
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The points on this spectrum aren’t necessarily binary. For example, the right tone for an experience could be either serious or respectful, or it could exist somewhere between those points.
(Emails, legal docs, web pages, notifications, in-app)
For Ledger’s operational communications, which includes (but isn’t limited to) emails, legal documents, web pages, notifications, and in-app messaging, the tone should blend professionalism with clarity and approachability. Here's how Ledger should sound:
(1) Tone: Semi-formal
(2) Attitude: Clear, concise, professional, approachable, reassuring (when needed)
(3) Style: Emails should be informative and easy to digest. The message should feel reassuring, making users feel supported without overwhelming them with details. We do not want to employ stale gimmicks and come across as overly enthusiastic or too familiar.
Example:
Hi there,
Verify your email address to continue subscribing to Ledger Recover™.
In a few more steps, you’ll never have to worry about losing access to your wallet.
CTA: Verify my email
(1) Tone: Serious, matter-of-fact
(2) Attitude: Direct, thoughtful, factual, no-nonsense
(3) Style: Legal documents should be clear and precise, avoiding complex legal jargon. The language should be plain-spoken, focusing on accuracy and transparency.
Example:
”To understand how Ledger uses and stores your information, please read Ledger’s Terms and Conditions document.”
(1) Tone: Semi-formal
(2) Attitude: Informative, professional, approachable, reassuring
(3) Style: Web content should be clear and straightforward, offering quick answers to common questions. Make sure the tone is supportive, guiding users through any issues with ease. Try and anticipate all issues and confusions the user might encounter and prepare satisfactory answers beforehand.
(1) Tone: Matter of fact
(2) Attitude: Plain-spoken, no-nonsense, factual, action-driven
(3) Style: Notifications should be short, direct, and to the point. The message needs to be immediately clear and actionable.
For more information about writing notifications, please refer to the Notifications section of this Content Style Guide.
(1) Attitude: Empathetic, supportive, clear, reassuring, approachable
(1) Empathetic and supportive: Acknowledge the user’s issue or concern with empathy and offer clear steps to resolve it. Make the user feel heard and valued.
(2)Clear and informative: Provide precise, easy-to-understand solutions without overwhelming them with unnecessary details.
(3)Concise but reassuring: Be direct, but always leave the user feeling supported and confident in their next steps. This is not the time for employing humor.
(1) Starting with empathy: Recognize the user's situation with a caring approach.
Example:
"We understand how frustrating this can be and we're here to help."
(2) Providing reassurance: Reassure users that the solution is straightforward and within reach.
Example:
"Don't worry, we’ve got you covered. Here's how we can fix this together."
"Don't worry. Here's how you can fix this.”
(3) Offering clear guidance: Step-by-step instructions or explanations should be clear and easy to follow, focusing on helping users understand exactly what to do next.
Example:
"To resolve this, simply follow these steps..."
(4) Ending with support: Always close by reminding the user they can reach out for further help, reinforcing a helpful and supportive attitude.
Example:
"If you need more help, don’t hesitate to contact us.”
(1) Empathy first: Always start by acknowledging the customer’s issue, making sure they feel understood.
(2) Clarity and reassurance: Offer clear, easy-to-follow steps and reassure them they’re in good hands.
(3) Positive and encouraging: Keep the overall tone positive and motivational, helping users feel confident in the solutions provided.
(4) Professional but friendly: Maintain a semi-formal tone that’s approachable and human, balancing professionalism with warmth.
Examples:
Customer issue with wallet access:
"We know how important it is to access your wallet, and we're here to ensure you're back in safely. Follow these steps, and if you need any further assistance, we'll guide you through the process."
Technical difficulty:
"It seems like there’s a technical issue with your Ledger device. Let's troubleshoot this together. Follow these quick steps, and if the problem persists, we're ready to assist."
For Ledger's marketing communications, the tone should be engaging, clear, and authoritative, with a strong focus on trust, security, innovation, and privacy—key pillars of Ledger’s brand. The marketing voice should inspire confidence while remaining approachable and direct. Here's how Ledger should sound when writing for marketing communications:
(1) Attitude: Direct, clear, professional, positive, motivational, reassuring
(1) Clear and direct: Keep the messaging simple and straightforward, highlighting Ledger’s strengths in security and reliability.
(2) Engaging and positive: Use motivating language that inspires trust and excitement about using Ledger’s products.
(3) Reassuring and thoughtful: Emphasize security and peace of mind, reassuring users that Ledger is the most reliable choice for their crypto assets.
(4) Professional with a human touch: While promoting technology, maintain a professional tone but avoid sounding overly technical or distant. Keep it approachable.
(1) Highlighting trust and security: Emphasize Ledger’s industry-leading security, making users feel confident that they’re choosing a trusted solution.
Example:
"With Ledger, your crypto is protected by uncompromising security, ensuring unmatched peace of mind."
“What stands between your crypto and millions of hackers? Only Ledger”
(2) Motivating action: Use language that encourages users to take the next step, whether it’s purchasing a product, subscribing, or trying out a new feature.
Example:
"Ready to take control of your digital life? Check out how Ledger empowers you."
(3) Inspiring confidence: Position Ledger as the authority in crypto security, reassuring users that they are in safe hands. Use testimonials or statistics to reinforce this.
Example:
"Join millions of users who trust Ledger to keep their crypto safe"
(4) Emphasizing innovation and simplicity: Show Ledger as an innovative and user-friendly solution, highlighting both technological advancements and ease of use.
Example:
“Reviewing and signing crypto transactions never felt this easy and safe”
”Touchscreens aren’t supposed to feel this safe. Meet the one that does.”
(1) Security as the Core Value: Subtly or explicitly reinforce Ledger’s position as the most secure choice for crypto users. Security is not just a feature, it’s a promise.
Example:
"Uncompromising security, now in the palm of your hand with Ledger Stax."
(2) Empowerment through technology: Frame Ledger products as tools that empower users to confidently manage and protect their digital assets. Use a positive, empowering tone to make users feel in control.
Example:
"Take charge of your digital life—Ledger gives you the power to secure your crypto, NFT, and digital logins, anytime, anywhere."
(3) Simplicity meets innovation: Balance the innovative nature of Ledger’s products with messaging that highlights ease of use, showing users that cutting-edge technology doesn’t have to be complicated.
Example:
“Tap with trust, not fear. The Secure Touchscreen you’ve been waiting for."
(4) Trust and community: Position Ledger as a trusted leader within a global crypto community. Make users feel they are part of something larger, supported by the best in the industry.
Example:
"Join millions of users worldwide who trust Ledger for their digital security."
(1) Product promotion:
”Introducing Ledger Stax—the World’s first crypto wallet with a touch screen resilient to hacks! Experience the future of crypto security”
(2) Security-focused campaign:
"Your crypto, your control. With Ledger, security is always in your hands."
(3) New feature announcement:
"Get back into your wallet without your 24 words. Ledger Recover—making wallet security simple."
”Recover your wallet without your 24 words. Ledger Recover—making wallet security simple."
(4) Call to action:
"Protect what matters most. Get your Ledger wallet today and secure your digital future."
For Ledger’s campaigns, the tone should be bold, clear, and motivational, reflecting Ledger’s core values of security, trust, privacy, and innovation. Campaign messaging should grab attention while being reassuring, making users feel empowered when engaging with Ledger's products. Here’s how Ledger should sound when writing for campaigns, based on the tone guide:
(1) Attitude: Direct, motivational, positive, concise, and reassuring
(1) Direct and punchy: Campaigns require strong, attention-grabbing messaging. Lead with impactful statements that immediately convey Ledger’s value.
(2) Reassuring and empowering: Use language that reassures users of their safety while emphasizing the power and control they gain with Ledger.
(3) Clear and concise: Campaign copy should be quick to read and easy to understand. Avoid technical jargon, focusing on benefits and the solution rather than details.
(4) Motivational and engaging: The tone should inspire users to take action, whether it’s making a purchase, signing up, or learning more about Ledger’s offerings.
(1) Security and trust at the forefront: Campaigns should always emphasize Ledger’s unmatched security, making users feel confident they are making the safest choice.
Example:
"Secure your crypto with the wallet trusted by millions."
“Hackers hate it. You’ll love it.”
(2) Empowerment and control: Position Ledger as a tool that empowers users to take full control of their digital assets.
Example:
"Your crypto, your rules. Ledger gives you total control over your assets."
(3) Urgency and motivation: Use time-sensitive or action-oriented language to drive engagement.
Example:
"Don’t leave your crypto unprotected. Get Ledger now and take control of your security."
(4) Innovation and simplicity: Showcase the cutting-edge features of Ledger products, but always highlight how these innovations make security easier and more accessible.
Example:
About Ledger Stax’s E Ink Secure Touchscreen: "This is the closest you’ll come to signing crypto on paper with unmatched security”
(1) Strong call to action: Campaigns should have clear, compelling calls to action that motivate users to act immediately.
Example:
"Get Ledger today and secure your digital future."
(2) Focus on benefits: Highlight the key benefits users will experience, such as security, peace of mind, and ease of use. Frame Ledger as the solution to their needs.
Example:
“It’s not just a wallet. It’s your crypto’s bodyguard.”
”A wallet so secure, even hackers need a new hobby”
”With a Ledger wallet, what you sign is what you get”
(3) Build trust and credibility: Reinforce Ledger’s position as a trusted leader in the crypto space, helping users feel confident in their choice.
Example:
"Built by experts, trusted by millions. Ledger keeps your digital value safe."
(4) Highlight innovation and protection: Make Ledger’s technological advancements a key focus, especially in campaigns introducing new products or features.
(1) Product launch: Uncompromising security and craftsmanship for the uncompromising holder - meet Ledger Flex.
(2) Security-first campaign: "Your security shouldn’t be a gamble. With Ledger, it never is."
(3) Call to action: "Stop worrying about your crypto. Get Ledger and secure your assets now."
(4) New feature announcement: "Lost wallet access? Not with Ledger. Recover your wallet easily and safely with Ledger Recover."
For Ledger’s paid ads, the tone needs to be direct, concise, and compelling to grab attention quickly and communicate key benefits in few impactful words. The messaging should align with Ledger’s core values of trust, security, privacy, and innovation, while being clear and motivational to drive conversions. Here's how Ledger should sound when writing for paid ads based on the tone guide:
(1) Attitude: Concise, clear, playful, motivational, and reassuring
(1) Concise and direct: Paid ads need to be punchy and to the point, delivering the message in as few words as possible. Focus on the most important value or benefit.
(2) Motivational call to action: Encourage users to act immediately, with clear, action-oriented language.
(3) Reassuring and trust-building: Reinforce Ledger’s position as the most secure option for crypto users, making the audience feel safe and confident.
(4) Positive and engaging: Create excitement around the product, showing that it’s a solution to a real problem while keeping the tone upbeat.
(1) Emphasizing security and peace of mind: Security is Ledger’s main selling point, so ads should consistently highlight that using Ledger ensures security of users' digital assets.
Example:
"A wallet so secure, even hackers need a new hobby”
”Hackers hate it. You’ll love it.”
”Other wallets store crypto. Ledger protects it.”
”There’s only one wallet where your crypto is untouchable.”
(2) Motivating action: Paid ads should feature a clear, compelling call to action that drives users to click, buy, or learn more.
Example:
"Discover the Ledger wallet that’s right for you”
(3) Building trust with authority: Position Ledger as the industry leader in security, reassuring users that they’re choosing the best option.
Example:
"Total crypto stolen through hacks: $20 billion. Total Ledger wallets hacked: 0”
(4) Highlighting simplicity and innovation: Make it clear that Ledger’s products are easy to use while offering cutting-edge security. Highlight features in the light of problems they solve.
(1) Ad for Ledger Flex:
“Not just a wallet—A revolution in your pocket.
Get yours today."
(2) Ad for Ledger Stax:
"Fortify your digital life with the wallet built with tomorrow’s technology, for today.”
(3) Ad for Ledger Recover:
"With Ledger Recover, make your Secret Recovery Phrase the strongest link to your wallet’s security, not its weakest! Subscribe now”
“Get your wallet access back without your Secret Recovery Phrase”
”Millions have lost their wallets due to mishandled recovery phrases.
Ledger Recover protects yours.”
(4) General security ad:
"For those who value security above all else, there’s only Ledger.
Shop now."
When writing for Ledger's social media channels like TikTok, Instagram, LinkedIn, Threads, and X, the tone should adapt to the platform while maintaining Ledger’s brand identity of trust, security, and innovation. Social media is about engaging quickly and effectively with different audiences, so the tone should be approachable, concise, and engaging, with a balance between being professional and relatable. Here’s how Ledger should sound on each platform, keeping in mind the tone guide:
(1) Attitude: Concise, positive, professional, reassuring, motivational, and approachable
(1) TikTok:
Tone: Fun, engaging, and informative
Style: Short, punchy, and visually-driven content. Be more playful while reinforcing Ledger’s authority on crypto security. Employ humor to create engaging content and playful skits.
Call to Action: Use trends, humor, and relatable content to build a connection with younger users.
(2) Instagram
Tone: Visual, motivational, and community-driven
Style: Engaging with a focus on inspiring security and trust. Stories and Reels should be visually stunning with minimal text, while posts can be slightly longer but remain concise.
Call to Action: Leverage inspiring visuals, product shots, and security tips and quick surveys and quizzes to engage users.
(3) LinkedIn
Tone: Professional, authoritative, and trust-building
Style: More formal than other platforms, focused on thought leadership and industry expertise. Highlight Ledger’s expertise and credibility in crypto security.
Example: "Why trust Ledger? Because we’re leading the way in secure crypto solutions. Join millions who rely on us to safeguard their digital assets. #CryptoSecurity #Ledger"
Call to Action: Use this platform to engage with professionals and businesses, positioning Ledger as the leader in crypto security.
Example:
"Looking for secure, scalable crypto solutions? Ledger offers the tools you need to protect your assets. Learn more. #SecureCrypto #IndustryLeaders"
4. Threads
Tone: Conversational, direct, and community-focused
Style: Keep it concise and conversational. Use a tone that feels more casual, but still informative.
Call to Action: Leverage the quick, discussion-driven nature of Threads to spark conversations.
5. X
Tone: Concise, impactful, and informative
Style: Get to the point quickly with clear, bold statements. Balance between professional and conversational.
Call to Action: Use concise messaging to spark engagement, paired with powerful visuals or infographics.
Example:
"You wouldn’t trust your life savings to a weak password—why trust your crypto? Secure it with Ledger.
Trust and security: Always emphasize Ledger’s core offering of security, privacy, and innovation, positioning it as the best and most trusted option for protecting digital assets. Example: "Your crypto, secured. Ledger keeps your assets safe so you can stay stress-free. 🔒 #CryptoProtection”
Example:
"Your crypto, secured. Ledger secures your assets so you can stay stress-free. 🔒 #CryptoProtection"
Innovation and simplicity: Highlight Ledger’s cutting-edge technology and ease of use, but in a tone appropriate to each platform. Make security feel approachable and easy to understand.
Example:
"Crypto security, made simple. Discover Ledger Flex—the future of safe digital assets. 🚀 #LedgerFlex #SecureYourCrypto"
Empowerment and control: Frame Ledger’s products as empowering users to take control of their digital assets, encouraging them to feel confident in using the product.
Example:
"Your crypto, your rules. Ledger puts the power of security in your hands. 🛡️ #TakeControl #CryptoSecurity"
(1) Engagement-driven: On platforms like TikTok and Instagram, the goal is to spark interaction, whether it’s likes, shares, or comments. Make posts relatable and invite users to share their experiences.
Example:
"Ever lost access to your wallet? With Ledger Recover, that’s a thing of the past. Tell us your worst crypto horror story. 😱 #LedgerSecure"
(2) Community-oriented: Create a sense of belonging by emphasizing the global community of Ledger users. Encourage conversations around security and innovation.
(3) Visually engaging: For visual platforms like Instagram and TikTok, use product shots, behind-the-scenes content, or user testimonials to create an emotional connection. Visual storytelling should be a key part of the messaging.
(4) Platform-specific personalization: Tailor the tone based on the platform’s unique culture and audience, whether it's professional for LinkedIn or more laid-back and trend-driven on TikTok.
