Brand Tone

human, relatable, emotionally engaging, supportive, understanding, simple, direct, aspirational, forward-looking, playful, informal

Brand Values

• •Connection
• •Reliability
• •Family & Community
• •Innovation & Progress
• •Customer Focus
• •Sustainability & Digital Inclusion
• •Trust & Security

Best Practices

• •Focus on Human Connection: Even when discussing technology, frame the benefits around how it helps people connect with each other, achieve their goals, or improve their lives. Use relatable scenarios and emotional storytelling.
• •Speak Like a Friend, Not a Corporation: Adopt a personal and approachable tone. Avoid overly technical jargon. If technical terms are necessary, explain them simply. Aim for clarity and directness.
• •Emphasize Reliability and Support: Reassure customers that Vodafone is a dependable partner. Highlight the strength of the network and the support available to them. This builds trust.
• •Be Optimistic and Forward-Looking: Reflect Vodafone's belief in the positive potential of technology to shape a better future. Use an encouraging and aspirational tone where appropriate.
• •Adapt to the Platform, Maintain Core Values: While the tone can be more playful on TikTok than in a press release, the underlying values of connection, reliability, and customer focus should remain consistent. Ensure all copy aligns with the "Together We Can" spirit.

Social Perception

mixed (positive aspects: quality and coverage of the network, successful marketing campaigns focusing on emotional connection and family, sponsorship of Irish Rugby (#TeamOfUs), initiatives around digital inclusion and the Vodafone Foundation. Negative aspects: customer service issues, billing problems, broadband installation and performance issues)

Copy Examples

• •For a Family Plan (Relatable, Supportive): "Juggling school runs, violin practice, and that first boyband concert? We get it. Connecting your family shouldn't add to the chaos. Our Red Family plan brings your mobiles and broadband together, making life a little simpler and saving you money. Because we go through a lot to connect with our family, your network should make it easier. #TogetherWeCan"
• •For GigaHome Broadband (Reliable, Emotionally Engaging): "From homework deadlines in the attic to movie nights in the basement, and that all-important video call when you need a friendly face. Vodafone GigaHome delivers reliable Super Wi-Fi to every corner, keeping your family seamlessly connected to what matters most. Connections you can always rely on. #GigaHome"
• •For Network Reliability (Direct, Confident): "In a world that never stops, you need a network that keeps up. Whether it’s a crucial business call, sharing a special moment, or navigating your next adventure, count on Vodafone for Ireland's leading network coverage and speed. Every connection counts. Stay connected, effortlessly."
• •For a New Smartphone Launch (Playful, Tech-Forward on TikTok/Social Media): "Unbox the future! 🤩 The new [Phone Model] is here, and it’s ready to change your world. Get yours from €0 when you switch to Vodafone. Epic camera? Super-fast 5G? All the AI magic? Yep, it’s got that. What will you create? #NewPhone #TechUpgrade #VodafoneIreland"
• •For a Community Initiative/Sustainability (Aspirational, Caring): "We believe in a digital society where everyone is included and our planet is protected. That's why we're [mention specific initiative, e.g., expanding digital skills programs/investing in renewable energy for our network]. Together, we can build a better, more connected future for Ireland. #VodafoneForGood #SustainableConnections"