Tone of Voice
Reflecting our personality
Turkish Airlines is one of the biggest airlines that widen people’s worlds by flying to hundreds of destinations globally. We appeal to billions of people from many countries. In order to speak the same language with so many people, we must reflect our established personality.
We can design consistent, appropriate, conscious and aware content by reflecting our personality in products.
1. Voice attributes
To answer this question, we need to delve into the voice attributes—the fundamental elements that reflect our personality.
At Turkish Airlines, we believe travel is more than just a journey; it’s an unforgettable experience. That’s why we’re dedicated to offering every traveler a personalized, caring, and empathetic experience. Our inspiring, embracing, confident, solution-oriented, informative, and clear voice embodies this commitment.
Here are our five vertical voice attributes and their defining characteristics, which you should adhere to when writing for a product.
1.1. Welcoming
Warm; We believe every interaction should feel like a heartfelt smile.
Personalized; We craft customize experiences, treating each user not just as a customer but as a guest whose unique journey matters.
Culturally sensitive; We embrace the rich tapestry of global perspectives, ensuring everyone feels safe.
1.2. Inspiring
Story-driven; We know every journey has a unique experience. We strive to weave narratives that remind with the joy and pleasure.
Experiential; We don’t just provide services—we create moments that linger in the mind and heart.
1.3. Trustworthy
Transparent; We believe in sharing information openly, so there’s never a shadow of doubt.
Safety-focused; We ensure peace of mind every step of the way that starts with content.
1.4. Embracing
Inclusive; We make space for everyone to feel valued and welcomed.
Respectful; Every interaction is grounded in care. Without being cold as ice, we keep formal and straightforward conversations.
Accessible; After concluded an experience, we make sure no one is behind.
1.5. Empathetic
Understanding; We listen deeply. We put ourselves in the user’s mind to anticipate their needs and concerns.
Supportive; We offer solutions that truly uplift the will to discovery. We’ll always be at the travel lovers’ side to fly them.
2. Our tone
We’ve gotten to know our voice attributes, but these alone don’t always lead us to the ultimate copy in every scenario. That’s because we must consider the mindset and emotional state of our users when they encounter our microcopy. Only by doing so can we truly empathize and craft a fully conversational tone.
Our tone is generally formal and respectful, reflecting our commitment to professionalism. However, we recognize the importance of adapting our message to different audiences and contexts. This allows us to maintain a balance between formality and a tone that is both inspiring and approachable.
When we align our users’ mental and emotional states with Turkish Airlines’ voice attributes, our essential tones are as follows:
2.1. Formal
Professionalism; We approach our work with a professional attitude.
Adopting a formal tone is unsurprising for us. This approach reflects the complexity of our services and our goal to address people from diverse cultural and social backgrounds simultaneously. However, being formal does not mean being cold or avoiding dialogue. Ensure that formality is balanced with openness and approachability in every interaction.
2.2. Serious
High sense of responsibility; We take our responsibilities seriously and strive for excellence.
We operate in an industry where continuous improvement is a necessity. The awareness of delivering better every day gives us tremendous confidence. We recognize the gravity of our work and reflect this seriousness in every touchpoint with our users and passengers.
This seriousness manifests in a service-oriented tone, which should never be mistaken for insincerity. A good service provider must never be distant from their customers while maintaining the appropriate level of seriousness. Keep this perspective in mind to strike the right tone.
2.3. Respectful
Mutual respect; If you act respectfully, you will be respected in return.
We believe that mutual respect builds trust. We treat our passengers and users with great respect and see it reciprocated. When writing, always ask yourself: If I were in this situation, how would I want to be treated? By fostering empathy, you’ll naturally communicate with passengers and users in a respectful manner.
2.4. Realistic
Inspired by life; We provide accurate and practical information.
Information is at the heart of everything we do. It must be organized correctly and delivered to passengers and users with meaningful, clear, and accessible language. When reflecting our realistic tone, draw inspiration from real life. Share accurate, practical information in a way that is straightforward, concise, user-friendly, and inclusive.
3. Alternative tone usage scenarios
While our core values remain consistent, our tone can vary depending on the type of content. Please review the following examples and get inspired for creating appropriate mobile and web experiences.
3.1. Educative UX content
Tone
Supportive, informative, and helpful
Microcopy
Please select a method to retrieve your password securely. Enter your email address below or utilize your membership information.
3.2. Empty state
Tone
Inspiring, informative, actionable
Microcopy
You haven’t created a TK Wallet yet. Start saving Miles by creating your TK Wallet now. Create TK Wallet ->
3.3. Error state
Tone
Emphatic, informative, actionable
Microcopy
Heading
Your session has expired
Description
You haven’t taken any action for a while. Please try again.
Prompt
Retry ->
3.4. Product pages
Tone
Passionate, informative, inspiring
Microcopy
Heading
Take a global music voyage
Description
My Music Planet, powered by Universal Music Group, offers playlists from over 2,000 artists.
Prompt
Explore collection ->
3.5. FAQ
Tone
Clear, concise, helpful, accurate, informative
Heading
How to change seat assignment after checked in?
Description
Last update: March 14, 2024
Before printing your boarding pass, you can still change your seat. Learn more about check in procedures.
3.6. Campaign pages
Tone
Inspiring, persuasive, motivating
Microcopy
Heading
Share the joy—transfer Miles with 25% off!
Description
Bring happiness to your loved ones by transferring your Miles with a 25% discount. Make this season extra special that opens doors to unforgettable journeys.
3.7. Blog main page banner
Tone
Friendly, inspiring, engaging, conversational
Microcopy
Heading
Most photographed destinations on Earth
Description
Find out the world’s most photographed locations and capture iconic moments. Prompt: Discover ->
3.8. Announcements
Tone
Clear, concise, informative, helpful
Microcopy
Heading
Ticket change, cancellation or open ticket transactions
Description
Passengers whose flights on November 29, 2021 are canceled due to severe weather conditions can perform transactions for free. Get detailed information about free transactions.