Our tone of voice is as important to the brand's identity as our visual expression. Therefore, it is important that everyone who writes for BoKlok finds and follows our common language and tone, which is shaped by the best choice of words, form and style.

Tonality_Rityta 1

One language, several target groups

We talk to all people. With newly in love, newly divorced, small families, large families, older people, younger people, immigrants, journalists and politicians. It is important to send the right message to the right person – but it does not affect our tone of voice. Because BoKlok is the customer's friend and should always sound like the customer's friend. Therefore, we use the same tone and language, regardless of who we talk to – even if we of course can use technical terms against a professional target group that we do not use in conversations with customers.

The customer journey

The tone varies depending on when we communicate with the customer. Inspiring and inviting in the beginning. Honest and concrete when it comes to the products. Stringent and formal when it comes to buying documents. But everything must be explained simply and understandably, as always.

Easy & Nice

Our language is always warm, engaging, conversational and written in a way that is easy for everyone to understand, often with a twinkle in the eye. We avoid complicated words and strange wording. Like IKEA, we target a large and broad target group. And also linguistically, we are close to IKEA. Many other building companies have a tendency to often decorate the language with too many adjectives. We avoid that, so as not to lose credibility.

Way to use words

Since our language is informal, we don't mind if you as a writer play a little with it. Allow yourself to create new words, play with sentence constructions and tempo. And start your sentences with "And" if you want because that's the way people talk. Feel free to add dashes with clauses in the sentences you write – because it creates natural pauses – and a feeling of conversation. We have no problem with breaking a grammatical rule from time to time, for example to highlight something important. But never be careless – and if you feel insecure in your formulations, make it simpler.



  • Feel free to be surprising, but always be clear.
  • Like IKEA, we do not use punctuation in headings, except for exclamation marks when needed and question marks in questions.
  • On the web we use Hello place! as the main heading.
  • We do no longer use the word WISE/KLOK in our headings.


  • We avoid abbreviations in body text. Ao we write circa instead of c. Kilometre instead of km, kroner per month instead of kr/month. Street instead of St. This makes a more readable text.
  • However, in lists, tables, drawings and similar we use: kr/month, km


  • We use spaces as separators in large numbers – SEK 1 450 000 – and add points only to avoid line breaks in digital environments where we can not control the spacing. This practise is used in the nordic countries, in UK we use commas as separators.
  • Number arrangements are always adjusted to the right. When we write about the monthly fee, we tell the customer how we calculated.

Alignment and casing

  • We use conventional formatting regarding uppercase and lowercase. I.e. our headings should be formatted as “This is a heading”.
  • Text alignment should be left by default to ensure good readability. Exceptions can be made when following other legibility best practices generates better readability.