Smart Tone of Voice — Urban & Clever
Tagline: "Open your mind"
Industry: Compact Vehicles
Sector: Automotive
How Smart Communicates
Smart communicates with a urban, clever and unconventional voice using imperative language. Their sentences are primarily commands in the present tense. Their messaging is figurative. Their tagline, "Open your mind", captures this voice. The central tension in Smart's communication is conventional vs. innovative, which shapes every message they craft. Their mission is to create intelligent solutions for urban transportation.
Tone Words
Smart's brand voice is defined by the following tone words: Urban, Clever, Unconventional.
Communication Style
- Language Style: Imperative
- Sentence Type: Command
- Tense: Present
- Expression: Figurative
Smart Brand Story
"Open your mind" invites drivers to rethink what a car needs to be. Smart's clever, unconventional approach challenges the assumption that bigger is better, offering purpose-built urban vehicles that make city life easier. The phrase works on multiple levels—opening minds to new possibilities while the compact cars open up parking spaces and reduce urban congestion.
Brand Message
Challenge conventional thinking about urban mobility
Brand Mission
Create intelligent solutions for urban transportation
Brand Positioning
Core Concept: Urban Intelligence
Central Tension: Conventional vs. Innovative
Frequently Asked Questions About Smart
What is Smart's tone of voice?
Smart uses a urban, clever, unconventional tone of voice. Their communication is imperative, typically using command-style sentences in the present tense. Their tagline "Open your mind" exemplifies this voice.
How does Smart communicate with customers?
"Open your mind" invites drivers to rethink what a car needs to be. Smart's clever, unconventional approach challenges the assumption that bigger is better, offering purpose-built urban vehicles that make city life easier. The phrase works on multiple levels—opening minds to new possibilities while the compact cars open up parking spaces and reduce urban congestion.
What is Smart's brand message?
Smart's core message is about Challenge conventional thinking about urban mobility. Their concept "Urban Intelligence" drives their mission: Create intelligent solutions for urban transportation.
What makes Smart's brand voice unique?
Smart stands out through their urban, clever, unconventional communication style. Their central brand tension — "Conventional vs. Innovative" — shapes every message they craft in the Automotive sector.
What language style does Smart use?
Smart uses imperative language with figurative messaging. Their sentences are typically command in structure, using the present tense.