Tone of voice

Our tone of voice includes the words and language we use, and it also communicates our perspective and the values we stand for. We also need to be clear about what sets us apart from other organisations and, importantly, we need to be able to communicate it in an understandable, engaging and professional way.

Our ethical principles impartiality, reliability, integrity, and responsibility set the basis for our research, and all our activities. Our values respect, together, passion, and forerunner guide how we behave. And, our brand attributes joy, curiosity and courage, set the tone for our everyday activities and communications. 
 
We use UK English and Finnish. 

Brand attributes

  • Joy
  • Curiosity 
  • Courage.

We are driven by a vision of a brighter future. Our tone is warm because we want to listen, understand and address the needs of our stakeholders. We want people to understand us and trust us. We use active, engaging and inspiring voice. We speak from human to human, avoid unnecessary jargon, and have the courage to take the lead, but also condense and simplify content to deliver clear and concise messages. We are curious and we know a thing or two about how to achieve positive change. We don't say that’s impossible, but we rather provide hope, look beyond and discover possibilities together. 

To sum up, always make sure the readers understand your message! Use active and inclusive wording, and remember VTT's positive, convincing and respective tonality.