Index

Tone of voice

Introduction

Our tone of voice is how we express our brand’s personality and values. It reflects our mission and gives us our distinctive, memorable voice.

Principles

01

We relate

We're all friends here. We speak openly and honestly, using informal, everyday language. Inclusivity is paramount – we make an effort to uplift everyone, equally. There's no place for snark (even towards our competitors).

We are

Chatty
Honest
Reliable
Inclusive*

We are not

Disrespectful
Judgemental
So colloquial that we 

lose relevance

* A note on inclusive, neutral language

At Fresha, we want to create an environment where everyone feels welcome.

Everyday language is filled with unconscious biases, and the beauty & wellness industry is no exception. As well as obvious examples of bias, such as “Hi guys” (try “Hi folks”) or “mankind” (“humankind”), we also should watch out for gendered words, such as “gossip” or “drama queen” or “diva”.

Avoid gendered language wherever possible. Use the singular ‘they’ to refer to a person whose gender is unknown or irrelevant (e.g. “A therapist should submit their hours online”).

It is also important to be aware of racial bias. Watch out for words like “blacklist” (use “blocklist”), as well as language that may suggest ethnic or racial stereotypes (e.g. “good hair”).

02

We say it straight

Just like our seamless platform, we don’t mess around. We respect our audience’s time and say more with less. Our bold, bright attitude empowers our people to be themselves, share their flair and boss it every day.

We are

Confident
Direct
Concise

We are not

Arrogant
Air-headed
Cutting corners

03

We raise a smile

We're all about boosting the mood and releasing those good feels. So our messaging is always positive and celebrates you. We like a little humour too. The inclusive, playful kind that makes the world a happier place.

We are

Lighthearted
Playful
Energetic

We are not

Sickly sweet
Inappropriate
Over the top

Writing for different audiences

Our tone flexes.
But our voice stays the same.

In everyday life, we modify what we say depending on who we’re addressing, be that friends, hairdressers, children, bosses.

Likewise, at Fresha we have different audiences each with distinct need states and expectations, so our tone has to flex accordingly.

Our B2B audience primarily comprises of business owners who will want to know that Fresha is easy-to-use, great value and reliable (because their business depends on it!)

Our B2C audience, meanwhile, expect Fresha to be an inspiring, inclusive and trustworthy place. A platform for all their personal beauty and wellness needs.
This means we dial up our playful, relatable side when addressing B2C customers –as if they were our best friends.

With B2B audiences, we’re more straight-talking, as if talking to an important client.(Although a client that we’d happily go for a cocktail with – so let’s not be too corporate).

How our two core audiences differ

What we're helping them to do Which services we're offering How Fresha feels Who we're talking to Your business, your salon, your team, your clinic, your therapists, your barbers You, your body, your hair, your skin Grow, simplify, manage, amplify, succeed, boost, retain, target, inspire Book, find, discover, feel, indulge, glow, shine, love, pamper, enhance, replenish Payments, bookings, reservations, promotions, calendar Treatments, therapy, wellness, hairdressing, massage, self-care Empowering, joyful, premium, indulgent, caring, soothing, healing, relaxing, simple Simple, fast, easy, secure, straightforward, trustworthy, friendly, approachable, intuitive B2B B2C
Who we’re talking to What we’re helping them to do Which services we’re offering How Fresha feels Your business, your salon, your team, your clinic, your therapists, your barbers B2B Grow, simplify, manage, amplify, succeed, boost, retain, target, inspire B2B Payments, bookings, reservations, promotions, calendar B2B Simple, fast, easy, secure, straightforward, trustworthy, friendly, approachable, intuitive B2B You, your body, your hair, your skin B2C Book, find, discover, feel, indulge, glow, shine, love, pamper, enhance, replenish B2C Treatments, therapy, wellness, hairdressing, massage, self-care B2C Empowering, joyful, premium, indulgent, caring, soothing, healing, relaxing, simple B2C

B2C overview

Here are some examples of B2C messaging. These are to be used as inspiration, so absorb them and then go create your own!

Discover and book top-rated beauty and wellness experiences from standout professionals.

From acupuncture to zero fades, book your next appointment on Fresha.

Up for an adventure (and ready for a challenge)? Come and work for Fresha.

Spotlight on our Top 5 Nail Salons in MCR.

Fades for days.
Fix up, look sharp.
Split up with your split ends.
Make some time for number 1.
How much pampering can you handle?
There’s nothing selfish about self-care.
Good skin. Good mood. Good day.
Cheating on your hairdresser? We won’t tell.
Your happy place is just around the corner.

Demand the spotlight

Don’t fit in, stand out

It’s your world, so make it glow

On a journey to joy

Change your hair. Change your life.

Functional Emotional Aspirational

B2B overview

Here are some examples of B2B messaging. These are to be used as inspiration, so absorb them and then go create your own!

Wondering what you’ve got on tomorrow?

Bookings. Scheduling. Payments. Marketing.
The only thing Fresha doesn’t do is make the tea.

Do it all with Fresha.

Supercharged bookings, streamlined admin.

Payments, without the pain points

All your appointments. No disappointments.

Show off your salon in the best light.

You make people look and feel amazing.
We do the same for your business.

Running your own business is your dream.
Making it run smarter is ours.

Make delight your default

Be your best salon

Functional Emotional Aspirational

UI/UX

Overview

At Fresha, we always sweat the small stuff. Whether it's an app button or a section title, it's in those unexpected places where tone of voice can really reach out and make a connection.

Buttons/CTAs

Get yours now

Get Fresha now
(instead of Download now)

Try it out

Fill me in
(instead of Find out more)

Take me there

Section heads

I’m looking for a
(instead of Top categories)

Recommended near you
(instead of Featured venues)

New in town

Brilliant beauty salons
(instead of Top-Rated Beauty Salons)

404 message

Oh snip.
Looks like this page is missing.

Fresha as an adjective

When to get fresh
with Fresha

Every brand dreams of becoming a verb.

“Let me Google that for you.”

“Why don’t you Airbnb your flat?”

For Fresha, we can play around with our brand name in interesting ways that add to our brand equity,

Come and make the world a Fresha place

Using Fresha instead of better

So Fresha.
So clean.

Using Fresha instead of fresh

Get that
Fresha feeling

Using Fresha as a positive emotion

This device will work across social, web or newsletters as long as it’s used sparingly.

Always keep it simple, so avoid more laboured puns e.g. “Take a ReFresha course on card payments” or “Feel as Fresha as a daisy.”

Localisation

A note on localisation

As a brand with multiple markets in various languages, we need to be sure that our messaging works for all. A colloquialism in Britain may not be understandable in the U.S., let alone France or Brazil.

When you write idiomatically (from puns to cultural references),
we advise you to err on the side of caution.

When it comes to translating copy for different markets, we recommend using of transcreation services to ensure the spirit of the message is kept, and not just the literal meaning.

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