Advania is "the tech company with people at heart," but their digital presence didn't fully reflect that personality. As they prepared to launch a new and completely restructured website, they faced a critical content hurdle: while they had existing material, it needed to be extensively rewritten and refined to truly capture their "inclusive, transparent, and confident" character.
This task was compounded by the complexity of their market. Advania needs to speak simultaneously to SMB C-levels and Enterprise CIOs – one seeks personal support and the other demands scalability. Without finding the middle ground, Advania risked populating the new site with disjointed messaging. What they needed was a single, authentic voice that builds trust with both segments without alienating either.
The solution: Decoding the "people-first" DNA into a strategic compass
To establish a shared direction, we first needed to agree on the compass we'd use when writing copy. Our solution focused on discovering the voice in Advania's DNA – specifically their people at heart philosophy – and translating it into a practical tool. One that wouldn’t just end up in a marketing drawer somewhere.
How: Deep-dive analysis and collaborative definition
We began with a deep-dive into the two key segments to understand their distinct motivations. This informed a workshop with Advania stakeholders where we defined what trustworthy, human, and professional actually meant in practice.
However, getting the tone just right required more than a single session. We conducted extensive follow-up research and had review and refinement sessions with our point of contact at Advania to stress-test our findings.
The output was a comprehensive Tone of Voice Guide. More than a list of adjectives, this handbook provides tangible principles – buttons to turn – that allow writers, and even non-writers, to dial the voice up or down depending on whether they are addressing busy C-levels or a technical System Admin.
To ensure the product truly became Advania’s, we delivered the guide fully layouted according to Advania’s brand guidelines – making it a seamless addition to their internal assets from day one.
The results: Turning a "feeling" into a scalable business asset
The immediate result is a website written with confidence, but the real, long-term value lies in the guide – a practical tool that helps the entire organisation express Advania’s DNA clearly and consistently.
- A unified digital front: The website is Advania's primary window to the market. The guide ensured that whichever page a visitor lands on, they encounter the same consistent, "people-first" personality – building the immediate trust required to keep buyers engaged.
- Operational efficiency: The guide allows the team to produce on-brand content faster and with fewer revisions. And will slash the time needed to train new employees and brief external agencies.
- Strategic differentiation: In a market where many competitors sound purely technical or impersonal, the defined voice creates an emotional connection that sets Advania apart.
Who is Advania?
Advania is a leading technology service provider in Northern Europe, dedicated to empowering people to create sustainable value through the clever use of technology. Operating with a decentralized model that places decision-making close to the customer, they distinguish themselves through deep customer intimacy and a mission to "never lose a customer."
They engaged us for a new website project, where we identified the need to define and document a strategic voice that would ensure their digital presence matched this people-first philosophy.
Are you interested in seeing the guide unfold? Check the Advania website out and discover the tech company with people at heart.
