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The language guide from the DB Schenker Marketing Toolbox 02 Introduction 03 Principles 04 Tone 05 Standards 06 Terminology 07 Basic rules How we ... write clearly
The language guide from the DB Schenker Marketing Toolbox 02 Introduction 03 Principles 04 Tone 05 Standards 06 Terminology 07 Basic rules
How we ... write clearly
DB Schenker · Marketing Toolbox · Guides · Language · 19.11.2013 Page 2
The DB Schenker language guide | Introduction
Introduction
The language guide is part of the DB Schenker Marketing Toolbox, which is a repository for all of the necessary marketing standards at DB Schenker. Examples and templates help you use the Toolbox with confidence.
This language guide and all the other tools in the Marketing Toolbox can be found on the Deutsche Bahn Marketing Portal. Together with the fundamentals and templates, guides lay the groundwork for a strong, unified DB Schenker corporate identity worldwide.
Templates
Fundamentals
Guidelines
DB Schenker · Marketing Toolbox · Guides · Language · 19.11.2013 Page 3
The DB Schenker language guide | Principles
Principles
1. Why does DB Schenker need a language guide? • We are specialists when it comes to complex logistics tasks, and we accept every
challenge. Consistency in language, style and wording conveys this exemplary attitude.
• DB Schenker’s own language guide offers practical help for you to use in your everyday working life and makes it easy to create marketing materials that are a perfect fit.
• Consistent corporate language (see Tone) creates consistently high-quality texts. We write and speak in a way that customers find approachable: direct, uninhibited and friendly.
• Standards for spelling and wording are important elements of DB Schenker’s professional image.
• Clear key terms convey an unmistakable message: DB Schenker is a capable, efficient and modern company.
2. How does DB Schenker want to be perceived? We are a provider of transportation and logistics solutions.
We are customer oriented, connecting, environmentally conscious, global and trustworthy.
And we express this in the language we use.
DB Schenker · Marketing Toolbox · Guides · Language · 19.11.2013 Page 4
The DB Schenker language guide | Tone
Tone
How does DB Schenker speak and write? Finding the right tone is essential. It’s not only what you say; it’s how you say it.
The tone of communications reflects DB Schenker’s consistent customer orientation. Our tone is friendly and approachable, not impersonal or distant. We always approach readers as equals. Customers can be addressed directly:
A service that meets your deadlines and cuts your freight costs.
Large multinational and small local companies alike should feel that our logistics solutions are speaking to them.
We use the headline convention “So do we” in our advertisements. It shows that we are close to customers and their needs. The first part of the headline addresses a topic that is impor-tant to our customers. In other words, we bring up customer needs right away in the headline. By doing so, we demonstrate that we value and understand our customers’ business.
The second part of the headline changes the perspective to DB Schenker and our services. Two examples:
You set your sights on global markets. So do we.
You supply the world’s markets. So do we.
We continue the idea from the headline in the body copy. We present the solutions that DB Schenker offers to meet the customer’s requirements (solutions by DB Schenker). The headline claim is supported in the body copy.
DB Schenker · Marketing Toolbox · Guides · Language · 19.11.2013 Page 5
The DB Schenker language guide | Standards
The company name
• DB Schenker is always used without an article.
Trust DB Schenker.
How we write...
Standards
Product names
• Product names are special designations for full services, i. e. comprehensive solutions for customers.
• Product names consist of the brand name and an addition. The brand is written in capital letters and the addition follows set lower case without space between the two parts.
DB SCHENKERspeed 12
Segment Brand Addition
DB Schenker · Marketing Toolbox · Guides · Language · 19.11.2013 Page 6
The DB Schenker language guide | Terminology
Terminology
• Management of a global transportation and logistics network
• Expertise along the whole value chain
• Full service provider with global coverage
• European-wide rail freight transportation network
• Supply chain management
• Top partner for multimodal transportation
• Decentralized organization
• Large network and a local presence
• Longstanding experience
• Highly motivated and dedicated employees
• Environmentally-friendly products and services
• Customer oriented
• Connecting
• Trustworthy
Sample sentences
Our global transportation and logistics services are geared 100 % to our customers’ needs.
By rail, by road, by sea or by air, DB Schenker is synonymous with industry expertise.
Smart, cross-modal transportation systems mean optimum results for every customer.
At home anywhere in the world, locally present: DB Schenker offers a full range of transportation and logistics services.
Our employees work efficiently and face challenges head on – we see solutions, not problems.
Our extensive network and our experience make us a reliable and safe logistics provider around the world.
We are a pioneer in environmental protection. Our products and services are energy efficient and sustainable and help conserve resources.
What key terms does DB Schenker use?
These terms convey the uniqueness of DB Schenker as an experienced and efficient provider of sustainable and integrated transportation and logistics solutions.
DB Schenker · Marketing Toolbox · Guides · Language · 19.11.2013 Page 7
The DB Schenker language guide | Basic rules
Basic rules
• Use short sentences and avoid nested sentences.
• Use the active voice and get to the point.
• Make concrete statements. Do not generalize unnecessarily.
• Support claims with facts and examples.
• Address the audience directly and use personal pronouns.
• Wherever possible, use statements that lead to direct calls to action and product claims.
The further development of logistics is con-tinuously being driven at DB Schenker, both from a local as well as a national and global perspective.
At DB Schenker we are constantly driving the development of logistics solutions – locally, nationally and globally.
A number of value-added services are offered at DB Schenker logistics centers.
Value-added services – picking, packaging and quality inspection – are a matter of course at our logistics centers.
This service allows customer deadlines to be met while reducing freight costs.
A service that meets your deadlines and cuts your freight costs.
1. Writing for success: basic rules and textual components
DB Schenker’s consistent customer focus is reflected in our language. All texts address readers at their level. Spelling, grammar and typesetting must be correct. Here are a few basic rules to ensure that texts are easy to read and are well received:
DB Schenker · Marketing Toolbox · Guides · Language · 19.11.2013 Page 8
The DB Schenker language guide | Basic rules
• The headline formula “So do we” must be used in advertisements.
• The headline, along with strong imagery, sparks the reader’s interest. It makes the reader want to keep reading.
• The headline communicates the central idea. It is the most important textual component.
• The shorter the headline, the quicker readers will grasp the idea – and the likelier they will re-member it.
• Headlines should be no more than two lines long. Headlines may have a maximum length of 75 characters including spaces.
• The headline content is a call to action or a clear product claim.
• The body copy provides additional information about the product or service.
• The body copy supports the clear and explicit claim in the headline.
• The text follows the journalistic principle of beginning with the most important idea.
• The body copy has a maximum length of 500 characters including spaces.
2. Advertisements: headline and body copy
DB Schenker · Marketing Toolbox · Guides · Language · 19.11.2013 Page 9
The DB Schenker language guide | Basic rules
• The introduction communicates the brochure’s main topic. It provides a short and convincing summary of what characterizes DB Schenker product(s) or service(s) and why our logistics solutions are interesting to customers.
• An overview of the market situation and market requirements provides relevant information about the brochure’s area of focus that is easy to understand and clearly organized.
• The customer’s individual needs take center stage at DB Schenker. The brochure communi-cates this message in a concrete and compelling way by addressing customers’ most important requirements and expectations in their area of logistics.
• The brochure convincingly represents our service commitment, ”Delivering solutions.” The different solutions are listed concisely. Every brochure must also include an overview of DB Schenker’s extensive network. A selection of specific case studies clearly shows that our products and services can be put into practice and deliver optimum results.
• Fact check: Every brochure must contain a clearly arranged list of DB Schenker products and available add-ons. The list also serves to make the uniqueness of what we offer explicit.
• The brochure is a factual and engaging summary of the extensive advantages of our services for customers. It conveys why there is really no alternative to DB Schenker.
3. Brochures
