Brand
What Sona8 says, and how it sounds.
The claim. Exactly so: ampersand, full stop. Never reworded, translated or shortened.
Message
The lines to copy as they are.
Claim
Listen & move forward.
Supporting headline
Turn employee knowledge into your next move.
Product sentence
Sona8 turns AI-led employee interviews into actionable insights, so you can understand what's happening and move transformation forward.
Approved as written. New copy does not build on actionable or transform.
Company
Sona8 is based in Berlin, Germany, and works within the EU in line with the GDPR.
The 8 is a circle over a square. The circle stands for the people, the square for the product champion. Together they stand for a continuous exchange of knowledge.
One main message per asset: the claim, a supporting headline, what Sona8 does and why it matters, and one call to action: Book a demo.
Voice
Warm, clear, confident, and always leading somewhere.
- 01
Warm
Respect for the people interviewed. They are people, not respondents.
- 02
Clear
Concrete nouns, active verbs, short sentences.
- 03
Confident
Say the benefit without hype or guarantees.
- 04
Leading somewhere
Every piece ends in one next step.
| Say this | Not this |
|---|---|
| Interview your whole company in days. | Revolutionary AI-powered feedback solution! |
| Two open positions have been empty since spring. 51 of 120 people raised it. | Amazing engagement scores across the board! |
| Find what works in one site, then copy it to the others. | Unlock cutting-edge insights for your workforce. |
| AI asks and summarises. Your team decides. | Let AI make your decisions for you. |
Style examples, not client results.
Words
The words we use, and the ones we leave out.
For the product
people, interview, project, question, theme, Insight, tension
Not for the product
survey, pulse, audit, workspace, employees (as a product term), respondent, campaign, round, programme
Leave out
revolutionary, game-changing, seamless, cutting-edge, unlock, empower, supercharge, leverage, harness, elevate, transform, journey, actually, real
- British spelling (organisation). English, German or Swedish; German uses du.
- No em dashes, middots or spaced hyphens as dashes. No exclamation marks, no emoji.
- No "It's not X, it's Y", no rhetorical triplets, no recap closers.
- Insight is capitalised when it means what Sona8 delivers.
- Never invent quotes, customers, logos or figures. Label illustrative copy as illustrative and give every figure its source.
Imagery
People first, in soft light.
- Clean, people-focused colour photography: natural expressions, soft light, simple light backgrounds, room for copy.
- No robots, sci-fi screens, glowing networks or busy office stock.
- Name and role on pills along an edge: Highlight for the name, outlined for the role.
- A short quote can sit on a photo with a small Highlight dot. Label it illustrative unless it is sourced.
- Synthetic images only when labelled in the working file, and never shown as a real employee or customer.