Part I — Foundation · Chapter 04
SDARM Brand Book · 2026
04
Tone of
Voice
How the SDARM sounds. How it chooses its words. What it never says. What it always says differently.
Part I · Ch. 04
6 sections
Communication
In this chapter
4.1
What tone of voice is
Why it goes beyond the choice of words
→ 4.2
The four scales
The axes that define how the brand sounds
→ 4.3
Tone by context
How tone varies without losing identity
→ 4.4
We say / we don't say
Real examples of correct and incorrect tone
→ 4.5
Forbidden phrases
What must never appear in SDARM communication
→ 4.6
Reference phrases
Examples of the right tone by context
→
4.1 — What tone of voice is

It is not what we say.
It is how we say it.

Tone of voice is the sum of every verbal choice the brand makes — choices that together create a consistent impression on whoever reads, hears or receives any SDARM communication.

Section 4.1 · Tone of voice · Genuine conversation
"Two Adventist women in quiet conversation inside a church, warm afternoon light, modest long dresses, genuine listening expression, documentary close-up, low saturation, film grain, 4:5"
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Two brands can communicate the same information and sound completely different. One can sound authoritarian; the other, welcoming. One can sound empty; the other, substantial. That difference is not in the content — it is in the tone.

For the SDARM, tone of voice is the brand's voice as if it were a person: someone who has something true to say, who speaks with care, who chooses their words because they respect the people who will hear them.

The SDARM's tone of voice is: simple without being shallow, human without being informal, spiritual without being artificial, firm without being harsh.

It does not change with the channel — it changes with the context. A worship announcement has the same character as a room notice, but a different temperature.

Tone of voice is not a list of permitted words. It is the respect the brand has for the people who will read what it writes.
Chapter 04 · Tone of Voice

Tone of voice shows in every detail: in the title of a worship series, in the text of a restroom sign, in the caption of a post, in the opening of an email to leaders. Consistency in those details is what builds trust over time.

This chapter sets the parameters — not to put anyone in a straitjacket, but to keep every person who writes on behalf of the SDARM from inventing a different tone.

Official definition
The SDARM's tone of voice is serene, clear, human and faithful. It is the voice of someone who has something true to say — and says it with care, respecting the time and the intelligence of the listener.
4.2 — The four scales

The axes that define
how the brand sounds

The SDARM's tone can be pictured on four scales. Each scale has two extremes — and the brand occupies a specific point between them. Not the middle, but a conscious, justified point.

Scale 01 — Formal × Informal
The SDARM is not entirely formal — that would make it cold and distant. But neither is it informal — that would diminish the seriousness of the message. It sits in the more formal third, close to the center.
Entirely informal
Like a WhatsApp group Entirely formal
Like a legal document
Where the SDARM stands: Respectful and clear — it does not use slang, but neither does it use impenetrable language. It uses complete sentences, but not needlessly difficult words.
Scale 02 — Serious × Light
The SDARM is serious in substance — but its tone is not heavy. There is room for moments of genuine lightness (a community meal, a health initiative), but the brand never uses humour as a way of getting closer.
Very light
Humour, excessive levity Very serious
Solemn, without human warmth
Where the SDARM stands: Serious with warmth. The message matters — but so does the person receiving it. The tone respects both.
Scale 03 — Enthusiastic × Restrained
The SDARM does not use enthusiastic language — exclamation marks in excess, superlatives, words like "incredible", "powerful", "life-changing". Its tone is restrained, but not apathetic. There is conviction — expressed with composure.
Very enthusiastic
"You can't miss it!!!" Very restrained
Expressionless, too neutral
Where the SDARM stands: Convinced, not effusive. The strength of the message does not need an exclamation mark to be felt.
Scale 04 — Spiritual × Secular
The SDARM uses spiritual language — but not excessive religious language that shuts out those arriving. It does not use internal jargon without explanation. But neither does it erase its spiritual character to appear more accessible.
Completely secular
No reference to faith Religious jargon
Inaccessible to those arriving
Where the SDARM stands: Clearly spiritual — but accessible. It uses biblical references when needed, and explains them when the audience may not know them.
4.3 — Tone by context

How tone varies
without losing identity

The SDARM's tone is consistent — but it is not identical in every context. A worship announcement has a different temperature from a health piece. The identity stays; the warmth varies.

Context 01
Worship and
adoration
A more sober, reverent tone. The language reflects the sacred character of the moment. Direct, clear, without devices that distract from the purpose.
"Sabbath worship begins at 9 a.m. Everyone is welcome."
Context 02
Evangelism and
first contact
A little warmer and closer. The person receiving it may not know the Church. The language opens without pushing. It invites without urgency.
"You are welcome. You can come knowing nothing. There is time."
Context 03
Community and
shared meals
The warmest of all. The community dimension allows more closeness — but without losing dignity. Still SDARM, but with a smile.
"After the service, the fellowship continues. Bring a dish."
Context 04
Health and
lifestyle
Informative and practical, but with warmth. Health is part of the reform — not a motivational campaign. It says what is good, and explains why.
"Vegetarian food, healthy and full of flavour. Care for the temple God gave you."
Context 05
Institutional and
official documents
More formal and precise. Certificates, minutes, official notices. The language is clear and direct, without emotional devices — but still human.
"This certificate attests to the participation of [...] in the Sabbath School course held at [...]."
Context 06
Social media and
digital content
Concise and clear — the format demands it. It keeps the sober, human tone. It does not try to compete with trends. The brand stays itself in the digital space.
"A moment to stop, listen and remember what truly matters."
Section 4.3 · Contexts · Potluck after the service
"Adventist potluck meal after Sabbath service, community members serving vegetarian food, warm ambient light, steam, modest dress — women in long sleeves and skirts — spontaneous moment, film grain, 16:9"
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4.4 — We say / We don't say

Real examples of
correct and incorrect tone

The difference between the right tone and the wrong one is often subtle — a word, a turn of phrase. These examples are practical references for anyone writing on behalf of the SDARM.

The SDARM says
The SDARM does not say
Invitation to worship"You are welcome at the Sabbath service. We begin at 9 a.m."
"Don't miss the most powerful service of the season!"
Announcing a Bible study"We are going to study the book of Daniel together. No rush. No pressure."
"Come and discover hidden truths that will change your life forever!"
Welcoming a visitor"Thank you for being here. There is a place for you."
"What an honor to have you with us! Get ready for a supernatural experience!"
A post about the Sabbath"The Sabbath gathers us. A day to stop, worship and rest."
"The Sabbath is the most special day of the week! Keep it and be blessed!"
Event announcement"Evangelism event on the 15th. Please confirm your attendance."
"UNMISSABLE EVENT! Bring all your friends! It will be TREMENDOUS!"
On health"Care for the body God gave you. Simple food, healthy and with purpose."
"Transform your body in 30 days with the Adventist lifestyle!"
Devotional post"As a family, in peace and in the presence of God."
"May God bless your family richly today and always! Amen!"
The difference lies in respect: the left-hand column treats the reader as an intelligent person. The right-hand column treats them as someone who needs to be emotionally convinced.
Chapter 04 · Tone of Voice
4.5 — Forbidden phrases

What must never appear
in SDARM communication

Some phrases are incompatible with the brand's personality — regardless of context, channel or the intention of whoever uses them. When they appear, they contradict everything the Brand Book sets out.

Forbidden phrases
None of these phrases should appear in any official SDARM material — post, poster, caption, email, signage or presentation.
"Come and experience something supernatural"
"You can't miss this"
"It will be tremendous"
"An experience that will change your life"
"Powerful service"
"It's not about X, it's about Y"
"Transform your story"
"The best is yet to come"
"Get ready to be touched"
"Hidden truths revealed"
"Blessed and anointed"
"Don't be left out!"
Why these phrases are forbidden
They create expectations that real faith does not guarantee, they use emotion as a substitute for substance, they imitate the vocabulary of denominations the SDARM deliberately does not want to imitate, and they sound artificial to anyone who thinks critically. A phrase that embarrasses a critical reader is not the voice of the SDARM.
4.6 — Reference phrases

Examples of the right tone
by context

These phrases are not slogans to be used directly. They are tone references — examples of how the SDARM sounds when it is being itself. Use them as a benchmark when writing new texts.

Reference phrases — SDARM tone
Use them as a tone benchmark, not as ready-made lines to copy. Adapt them to the local context, the language and the reality of your community.
"You are welcome here."
"No rush. No pressure. Just presence."
"Here, no one walks alone."
"The Sabbath gathers us."
"As a family, in peace and in the presence of God."
"After the service, the fellowship continues."
"Vegetarian food, healthy and full of flavour."
"A moment to stop, listen and remember what truly matters."
"The table is also a place of fellowship."
"Faith also grows in the small moments at home."
"There is room for questions here."
"The Bible is our compass — in every country, in every language."
The right tone is not the one that impresses.
It is the one that remains.
Clarity above all
When in doubt between a beautiful sentence and a clear one, the SDARM chooses the clear one. Verbal beauty that hides the meaning is the opposite of what the brand wants.
Concision without coldness
Short, direct sentences — but with warmth. This is not a telegram. It is a conversation that respects the reader's time.
Permanence over trend
The SDARM's tone does not change when a new trend appears. A sentence written today should read just as fittingly ten years from now.
Section 4.6 · References · Family Bible study
"Adventist family sitting together at home reading the Bible, warm evening lamp light, open Bible on table, calm and focused expressions, modest clothing, documentary style, low saturation, 16:9"
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Brand Manager's Note
"Tone of voice is the chapter that will be tested most in practice. Because every time someone writes on behalf of the SDARM — in a post, on a poster, in an email — they are choosing a tone. This chapter exists so that the choice is consistent, not improvised."
Hugo Cibalde
Brand Manager
Seventh Day Adventist Reform Movement
General Conference · 2026
← Ch. 03 — Personality
Next chapter
05 — Verbal System →
SDARM Brand Book · Ch. 04 · Part I — Foundation · 2026