{"id":61,"date":"2021-01-21T17:47:06","date_gmt":"2021-01-21T17:47:06","guid":{"rendered":"https:\/\/blog.siemon.com\/internal-branding\/?page_id=61"},"modified":"2026-10-21T14:43:58","modified_gmt":"2026-10-21T14:43:58","slug":"tone-and-voice","status":"publish","type":"page","link":"https:\/\/blog.siemon.com\/internal-branding\/tone-and-voice\/","title":{"rendered":"Tone and Voice"},"content":{"rendered":"\t\t
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The following guidelines were developed to outline the general tone and voice of Siemon-generated material and are provided here as a reference to Siemon partners when developing content in which the Siemon company, its products or its services are referenced. \u00a0We encourage all partners to consult with Siemon marketing before publishing any Siemon-related content, but all forms of material or messaging that in any way implies Siemon’s direct involvement in its development or Siemon’s authorization or approval of its content must be approved in writing by Siemon corporate marketing.<\/p>

Authorized Siemon partners are welcome to utilize, in whole or part, any public Siemon produced content, with the following terms and limitations:<\/p>

  • Usage must be positive in nature and intended to support Siemon’s commercial efforts<\/li>
  • Any material used must be properly attributed to Siemon<\/li>
  • Usage must not mis-represent the partner’s business relationship with Siemon<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    Pronunciation of “Siemon”<\/strong><\/h3>

    To ensure consistent and accurate pronunciation of our company name, please use the following phonetic guidance:<\/p>

    • SEE-mun<\/strong><\/li><\/ul>

      Explanation:<\/strong><\/p>

      • The first syllable, “Sie,” is pronounced like the English word “see.”<\/li>
      • The second syllable, “mon,” is pronounced like the English word “mun.”<\/li><\/ul>

        Editorial\/Educational Content<\/span><\/h3><\/div>

        In general, these pieces are intended to deliver useful information to a specific external audience, leading the reader\/viewer to \u201cpro-Siemon\u201d conclusions without overt sales pitches or editorializing. While a degree of bias is unavoidable (even desirable), we want to \u201clet the facts do the talking.\u201d<\/p>

        Editorial: <\/strong><\/p>

        • Press releases<\/li>
        • Articles<\/li>
        • Case studies<\/li><\/ul>

          Educational: <\/strong><\/p>

          • Whitepapers, tech briefs\/guides<\/li>
          • Training presentations (industry-accredited sessions, public webinars, etc.)<\/li><\/ul>

            Guidelines:<\/strong><\/p>

            • Use third-person objective format.<\/li>
            • Avoid conjunctions

              • NO<\/span><\/strong>: \u201cthey\u2019re\u201d<\/p>

                YES<\/span><\/strong>: \u201cthey are\u201d<\/p><\/blockquote><\/li><\/ul><\/li>

              • Use industry-standard terms vs. Siemon product names where possible\/appropriate<\/li>
              • Use the full industry-standard term in its first appearance\/instance on each piece

                • EX: <\/em>Category 6A\/Class EA F\/UTP<\/em>.<\/strong><\/p><\/blockquote>

                  (When in doubt, refer to the relevant standards)<\/p><\/li>

                • Subsequent references can be shortened or referenced by regional naming variants

                  EX: <\/em>Category 6A Shielded<\/em><\/strong><\/p><\/blockquote><\/li><\/ul><\/li>

                • Do not abbreviate or colloquialize in editorial\/educational pieces

                  (EX: Cat 6A<\/strong>)<\/p><\/blockquote><\/li>

                • Apply trade\/service\/registration marks (\u2122, \u00ae, SM) to applicable Siemon product and service names on their first appearance\/instance per page.<\/li>
                • Avoid unsubstantiated marketing claims.<\/li>
                • Be as specific as possible \u2013 avoid absolutes such as \u201call\u201d, \u201cnone\u201d, \u201cfastest\u201d unless 100% certain that the statement is accurate

                  • NO<\/span><\/strong>: \u201cWe recommend that you use shielded Z-MAX 6A cabling to support all PoE devices\u201d<\/p>

                    YES<\/span><\/strong>: \u201cBased on TIA guidelines, Siemon recommends that contractors deploy Category 6A shielded cabling to support higher power PoE+ devices\u201d<\/p><\/blockquote><\/li>

                  • NO<\/span><\/strong>: \u201cZ-PLUG is the fastest terminating connector\u201d<\/p>

                    YES<\/span><\/strong>: \u201cBased on Siemon testing and available competitive product details, the Z-PLUG termination process is as much as 40% faster than other field-terminated plug options.<\/p><\/blockquote><\/li><\/ul><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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                    Promotional Materials<\/strong><\/h3>

                    In the majority of situations where both we and the audience are aware that we are presenting a commercial message, the \u201cbias\u201d rules above can be relaxed, however discretion is still required.<\/p>

                    Promotional Material:<\/strong><\/p>

                    • Siemon.com promotional content<\/li>
                    • Ads, advertorials<\/li>
                    • eNewsletters (sponsored and direct)<\/li>
                    • Open social media<\/li>
                    • Brochure and flyers<\/li>
                    • Videos, podcasts<\/li>
                    • Sales presentations, etc.<\/li><\/ul>

                      \u00a0<\/strong>What changes:<\/strong><\/p>

                      • First person (we, you) is acceptable<\/li>
                      • Conjunctions are acceptable<\/li>
                      • Use Siemon-specific product names<\/li>
                      • Abbreviated industry standard terms are acceptable

                        EX: <\/em>Cat6A<\/strong><\/em><\/p><\/blockquote><\/li>

                      • Can shift to more superlative language:

                        EX: <\/em>LC BladePatch offers the fastest and easiest field polarity changes<\/strong><\/em><\/p><\/blockquote><\/li><\/ul>

                        What doesn\u2019t:<\/strong><\/p>

                        • Statements must be true.

                          • Ex: You don\u2019t necessarily need to justify the statement \u201cLC BladePatch offers the fastest and easiest field polarity changes.\u201d in the piece but you need to be able to prove its validity if questioned.<\/em><\/p><\/blockquote><\/li>

                          • As a general rule, if the piece has the room to include additional detail to back up any statements, it is a good idea to consider adding it.<\/li><\/ul><\/li>
                          • Avoid negative selling.
                            • We want to present Siemon in a positive light, not directly badmouth competitors<\/li>
                            • Avoid using competitor names<\/li><\/ul><\/li>
                            • Apply trade\/service\/registration marks (\u2122, \u00ae, SM) to applicable Siemon product and service names on their first appearance\/instance per page<\/li>
                            • Social media note: While certain platforms such as Twitter have character and formatting limits, stick to correct, traditional punctuation when possible, and use \u201ctext\u201d abbreviations only when absolutely necessary due character limit constraints

                              • EX: Avoid \u201c<\/em>UR<\/em>\u201d in place of \u201c<\/em>You are<\/em>\u201d or \u201c<\/em>4<\/em>\u201d in place of \u201c<\/em>for<\/em>\u201d.<\/em><\/p><\/blockquote><\/li><\/ul><\/li><\/ul>

                                Other Promotional Considerations<\/strong>:<\/p>

                                • Cultural considerations \u2013 Understand the cultural basics and potential sensitivities of your target audience, as well as areas into which your message might \u201cescape\u201d

                                  • EX: Don\u2019t publicize a \u201cPub Crawl\u201d in a region where alcohol is prohibited<\/em><\/p><\/blockquote><\/li>

                                  • EX: Is \u201cAmerican Made\u201d a desirable message in the UK?<\/em><\/p><\/blockquote><\/li>

                                  • Avoid \u201chot-button\u201d social issues<\/li><\/ul><\/li>
                                  • Ensure that your messaging is appropriate to your audience\u2019s \u201clevel\u201d (technology, market knowledge, etc.).

                                    • EX: Tone and content will be different addressing DC design strategies for an audience of MSP system integrators vs end users.<\/em><\/p><\/blockquote><\/li><\/ul><\/li>

                                    • Ask \u201cSo what?\u201d after every marketing statement.\u00a0 If you can\u2019t answer that question from the target audience\u2019s perspective, rework it.<\/li>
                                    • Know what matters to your audience and ensure that the messaging addresses their needs specifically.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

                                      The following guidelines were developed to outline the general tone and voice of Siemon-generated material and are provided here as a reference to Siemon partners…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":3,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_customify_content_layout":"","_customify_sidebar":"","_customify_page_header_display":"default","_customify_disable_header":"","_customify_disable_header_top":"","_customify_disable_header_main":"","_customify_disable_header_bottom":"","_customify_disable_page_title":"","_customify_disable_content_vertical_padding":"","_customify_disable_footer_top":"","_customify_disable_footer_main":"","_customify_disable_footer_bottom":"","_customify_breadcrumb_display":"","_customify_header_transparent_display":"","footnotes":""},"class_list":["post-61","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/blog.siemon.com\/internal-branding\/wp-json\/wp\/v2\/pages\/61","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.siemon.com\/internal-branding\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/blog.siemon.com\/internal-branding\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/blog.siemon.com\/internal-branding\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.siemon.com\/internal-branding\/wp-json\/wp\/v2\/comments?post=61"}],"version-history":[{"count":46,"href":"https:\/\/blog.siemon.com\/internal-branding\/wp-json\/wp\/v2\/pages\/61\/revisions"}],"predecessor-version":[{"id":1206,"href":"https:\/\/blog.siemon.com\/internal-branding\/wp-json\/wp\/v2\/pages\/61\/revisions\/1206"}],"wp:attachment":[{"href":"https:\/\/blog.siemon.com\/internal-branding\/wp-json\/wp\/v2\/media?parent=61"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}