Volume one
Tone of voice.
A written communication guide for everyone who writes on behalf of Konfigure, covering English and Czech, brand and salesman, web and social. Two voices, one personality, no jargon.
Contents
Inside this guide
01 · Origin
Who we are.
Konfigure turns physical-product catalogs into interactive 3D configurators, with real-time materials, configuration rules, pricing, save and share.
We are a tech company that respects craft. We understand that a furniture manufacturer has spent decades perfecting their joinery. A jeweler has obsessed over every alloy. We do not ask them to compromise their product to fit our software. We build software that fits their product.
That belief lives in everything we write.
02 · Range
Two voices.
We communicate through two distinct voices. Both represent the same brand, but they serve different moments and different people.
Voice one
Brand voice.
Used for company LinkedIn and Instagram, campaign copy, product announcements, and the website.
The brand sounds like a person who knows their product well and does not need to oversell it. Confident but not loud. It explains things clearly, without jargon, in a way that makes the reader feel like they understood something, rather than like they were marketed to.
Stop sending catalogs. Start letting people configure.
Přestaňte posílat katalogy. Nechte zákazníky si vybrat.
Both versions use a direct imperative, stop this, start that. English is slightly more blunt. Czech lands warmer through "nechte zákazníky".
Voice two
Salesman voice.
Used for founder LinkedIn posts, sales outreach, event talks, and any personal content from people connected to the product.
This is the voice of someone who spent the day doing interesting work and wants to tell you about it. Not a pitch. Not a press release. More like, you run into a friend who works there, they tell you what happened this week, what was tricky, what surprised them.
Had a call today with a door manufacturer. They have something like 40 000 possible combinations, different sizes, materials, handle positions, glass options. Their current process is a spreadsheet and a guy who knows it by heart. We spent an hour just mapping out the rules. That is actually the interesting part of what we do.
03 · Personality
What we always sound like.
Regardless of voice or language, everything we write shares these traits.
01 Sounds like a person
We write the way someone explains something to a friend, clearly, with real detail, without trying to sound impressive. If a sentence could appear on a billboard, it probably needs to be rewritten.
Do
You know that moment when a customer asks 'can I get this in oak with a black frame?' and someone has to go check, then email back? We got rid of that.
Don't
Seamless configuration experience that eliminates friction from the buyer journey.
02 Specific, not vague
Real details build trust. Numbers, situations, named problems. Vague claims signal there is nothing concrete behind them.
Do
Most manufacturers we talked to were dealing with the same thing, such as beautiful product, PDF catalog, a sales cycle where half the time was spent helping people visualise what they were buying.
Don't
We help manufacturers deliver a better customer experience at every stage of the sales funnel.
03 Craft-respecting
We speak to people who have spent years becoming experts. We use the right vocabulary, acknowledge the complexity of their work, and never condescend.
Do
We spent an hour just mapping out the rules, such as 40 000 combinations, material logic, handle position constraints. That is the interesting part.
Don't
Simply upload your products and our platform handles the rest.
04 Honest about hard parts
If something is difficult, we say so. Honesty is more persuasive than polish, and it is rarer.
Do
Getting your product data in order is actually a bigger job than the configurator itself. We have started helping with that part too.
Don't
Our streamlined onboarding process gets you up and running in no time.
05 Curious, not preachy
We share observations and ask real questions. We do not lecture. If we have a strong opinion, we state it once and move on.
Do
Something I noticed talking to manufacturers, the ones who resist configurators usually are not worried about the technology. They are worried about their product data.
Don't
In today's digital-first landscape, brands must embrace configurator technology to stay competitive.
04 · Languages
English & Czech.
The two languages serve different audiences. They carry the same values and the same message, but the way that message is constructed must be native to each language. Never translate. Write each version independently, starting from the core idea. A translated sentence almost always sounds like a translated sentence.
English
- Global audience, such as manufacturers, designers, architects across Europe and beyond.
- Conversational but precise. Read it aloud, if it sounds like copy, rewrite it.
- Informal but never sloppy. No buzzwords. No slang.
- Dry wit is acceptable. Understatement over enthusiasm.
- CTAs are short and active, for example 'See it live.' / 'Let's talk.' / 'Try it.'
Čeština
- Local audience, such as Czech and Slovak manufacturers, procurement managers, distributors.
- Warmer register. A little more context and detail is natural and expected.
- Use vykání (vy-form) always in brand voice. Never tykání unless a personal relationship is clearly established.
- Czech business readers respond better to a warmer opener (a specific situation or rhetorical question) before the point.
- Never omit háčky or čárky. Ever. It signals carelessness and undermines trust immediately.
- Avoid English calques. If there is a natural Czech way to say it, use it.
- CTAs, for example 'Podívejte se.' / 'Vyzkoušejte.' / 'Napište nám.'
05 · Toolkit
Choose for the moment.
These are not alternatives. They are a toolkit. Pick based on the specific situation, who you are talking to, what they already know, and what they need to feel.
Brand voice examples
A · Someone curious, asking what the product does
First encounter, explain it plainly.
EN
Basically you take your product catalog and we turn it into something customers can actually play with. They pick the finish, change the size, see the price update, all in the browser, no app needed. We handle the configuration logic so your sales team does not have to explain every combination over email.
CS
Vezmete produktový katalog a my z něj uděláme něco, s čím si zákazníci můžou sami pohrát. Vyberou povrch, změní rozměr, vidí aktuální cenu, rovnou v prohlížeči, bez instalace. My se staráme o to, aby konfigurace dávala smysl.
B · Someone who already feels the pain
Talking to a prospect who has lived this problem. Name the exact moment they recognise.
EN
You know that moment when a customer asks 'can I get this in oak but with the black frame?' and someone has to go check, then email back, then maybe render something? We got rid of that. They just configure it themselves and see exactly what they are getting.
CS
Znáte ten moment, kdy zákazník napíše 'a šlo by to v dubu, ale s černým rámem?', a pak někdo musí jít zkontrolovat, odepsat, možná něco vyrendrovat? Tohle jsme odstranili. Zákazník si to nakonfiguruje sám a hned vidí, co dostane.
C · LinkedIn post or first sales meeting
Framing the wider problem for an audience that may not know they have it yet.
EN
Most manufacturers we talked to were dealing with the same thing, such as a beautiful product, a PDF catalog, and a sales cycle where half the time was spent just helping people visualise what they were buying. We built a tool that handles that part, so the conversation can actually be about whether they want it, not what it looks like.
CS
Většina výrobců, se kterými jsme mluvili, řešila to samé, tedy krásný produkt, PDF katalog a obchodní cyklus, kde půlka času šla na to, aby zákazník vůbec pochopil, co kupuje. Postavili jsme nástroj, který tohle řeší.
Salesman voice examples
D · After an interesting day at work
Founder or team LinkedIn post. Share something specific and real. No pitch required at the end.
EN
Had a call today with a door manufacturer. They have something like 40 000 possible combinations, different sizes, materials, handle positions, glass options. Their current process is a spreadsheet and a guy who knows it by heart. We spent an hour just mapping out the rules. It is the kind of complexity that is completely invisible to the end customer, but someone has to know it. That is actually the interesting part of what we do.
CS
Dnes jsem měl hovor s výrobcem dveří. Mají něco kolem 40 000 možných kombinací, různé rozměry, materiály, pozice klik, varianty zasklení. Jejich současný proces je tabulka a člověk, který ji zná nazpaměť. Strávili jsme hodinu jen mapováním pravidel. A to je vlastně ta zajímavá část toho, co děláme.
E · Honest observation, no pitch
Warming up a skeptical prospect, or building trust with an audience that has seen too many sales posts.
EN
Something I noticed talking to manufacturers, the ones who resist configurators usually are not worried about the technology. They are worried about getting their product data in order first. Which is fair. It is actually a bigger job than the configurator itself. We have started helping with that part too, because otherwise we would just be selling something people were not ready for.
CS
Něco jsem si všiml při rozhovorech s výrobci, totiž že ti, kdo se brání konfigurátoru, většinou nemají problém s technologií. Bojí se toho, že by nejdřív museli dát do pořádku svá produktová data. Což je oprávněné. Začali jsme s tím pomáhat i my.
06 · Lexicon
Words we use, and avoid.
English
| Use | Avoid |
|---|---|
| configurator | digital transformation |
| live 3D | revolutionary / innovative |
| real-time | cutting-edge |
| product catalog | solution / ecosystem |
| manufacturer / maker | enterprise client |
| material finish | asset |
| rule-based | AI-powered (unless true) |
| see it live | leverage / synergize |
| in the browser | seamless / frictionless |
| configure | utilize |
Čeština
| Použít | Vyhnout se |
|---|---|
| konfigurátor | digitální transformace |
| 3D v reálném čase | revoluční / inovativní |
| okamžitě | nejmodernější / špičkový |
| produktový katalog | řešení / ekosystém |
| výrobce | enterprise klient |
| povrchová úprava | asset (použijte česky) |
| pravidla konfigurace | poháněno umělou inteligencí |
| podívejte se naživo | synergie / leverage |
| v prohlížeči | bezešvý zážitek |
| nakonfigurovat | využít / implementovat |
08 · Craft
Punctuation & formatting.
- Em dash (—)
- Avoid it. A spaced em dash reads as AI-generated. Use a comma, a colon, or start a new sentence instead.
- Exclamation marks
- None in brand voice. One maximum in salesman voice, used sparingly.
- Sentence case
- Always, even in headlines. Not Title Case.
- Numbers
- Write out one through nine, numerals for 10 and above, except '3D', '3 weeks'.
- Parentheses
- None. If it needs a bracket, rewrite the sentence.
- Czech diacritics
- Háčky and čárky are not optional. Missing diacritics signals carelessness.
- Czech vykání
- In all brand and salesman copy unless a personal relationship is clearly established.
09 · Quick reference
Before publishing anything.
Run through this list before you press post, send, or publish. If a check fails, rewrite. Do not ship. Tap each item to mark it; print the page to use a pencil instead.
07 · Social
Writing for social media.
LinkedIn, brand posts
Open with something that earns the scroll, such as a specific situation, an uncomfortable question, a named problem. Then explain. Then a short CTA or question at the end. Maximum 3 hashtags, placed at the end, never mid-copy.
LinkedIn, founder / salesman
First-person. Start from something real that happened. Do not open with 'I'm excited to share'. Do not pitch at the end. Let the observation or story do the work.
Instagram
The visual does the work. The caption adds one thought that reframes or sharpens what you are seeing. One idea. Never explain what is already visible in the image.
Facebook
Slightly longer than Instagram. More practical, less editorial. Speaks to retailers and end consumers. Still no jargon.