On Tone of Voice — Innovative & Swiss
Tagline: "Run on Clouds"
Industry: Footwear
Sector: Sports & Fitness
How On Communicates
On communicates with a innovative, swiss and performance voice using premium, innovative, and swiss-engineered language. Their sentences are primarily commands in the present tense. Their messaging is figurative. Their tagline, "Run on Clouds", captures this voice. The central tension in On's communication is cushioning vs. speed, which shapes every message they craft. Their mission is to igniting the human spirit through movement.
Tone Words
On's brand voice is defined by the following tone words: Innovative, Swiss, Performance.
Communication Style
- Language Style: Premium, innovative, and Swiss-engineered
- Sentence Type: Command
- Tense: Present
- Expression: Figurative
On Brand Story
On Running brought Swiss engineering precision to running shoes with their patented CloudTec technology. The distinctive pods on the outsole provide cushioned landings and explosive takeoffs, creating a unique running sensation. Roger Federer's investment and collaboration brought mainstream awareness, while the brand's rapid growth challenged established running brands. IPO on NYSE made On one of the fastest-growing sportswear companies globally.
Brand Message
Swiss engineering for running
Brand Mission
Igniting the human spirit through movement
Brand Positioning
Core Concept: Cloud cushioning technology
Central Tension: Cushioning vs. Speed
Frequently Asked Questions About On
What is On's tone of voice?
On uses a innovative, swiss, performance tone of voice. Their communication is premium, innovative, and swiss-engineered, typically using command-style sentences in the present tense. Their tagline "Run on Clouds" exemplifies this voice.
How does On communicate with customers?
On Running brought Swiss engineering precision to running shoes with their patented CloudTec technology. The distinctive pods on the outsole provide cushioned landings and explosive takeoffs, creating a unique running sensation. Roger Federer's investment and collaboration brought mainstream awareness, while the brand's rapid growth challenged established running brands. IPO on NYSE made On one of the fastest-growing sportswear companies globally.
What is On's brand message?
On's core message is about Swiss engineering for running. Their concept "Cloud cushioning technology" drives their mission: Igniting the human spirit through movement.
What makes On's brand voice unique?
On stands out through their innovative, swiss, performance communication style. Their central brand tension — "Cushioning vs. Speed" — shapes every message they craft in the Sports & Fitness sector.
What language style does On use?
On uses premium, innovative, and swiss-engineered language with figurative messaging. Their sentences are typically command in structure, using the present tense.