Brand Tone

professional, objective, and informative

Brand Values

• •Neutrality and Objectivity
• •Transparency
• •Consumer-Centricity
• •Thoroughness and Precision

Best Practices

• •Prioritize Clarity and Precision: Use clear, unambiguous language. Avoid jargon where possible, or explain it clearly. The focus should always be on providing easy-to-understand information.
• •Maintain a Formal and Professional Voice: Address the audience in a respectful and formal manner. Avoid slang, overly casual phrasing, and humor that could undermine the brand's authority.
• •Be Data-Driven: Support claims with facts, figures, and the results of your tests. This reinforces the value of neutrality and objectivity.
• •Focus on Consumer Benefits: Frame your content around how it helps the consumer. Explain the practical implications of your test results and how they can be used to make better purchasing decisions.
• •Consistency Across All Channels: Ensure that the professional, informative, and objective tone is maintained across the website, social media, newsletters, and any other communication channels. This builds a strong and recognizable brand identity.

Social Perception

The brand is perceived as a credible and reliable source of information for consumers seeking unbiased product analysis, with a formal and data-driven approach. Manufacturers view positive ratings from ETM TESTMAGAZIN as a significant endorsement, recognizing its influence and respect within the market.

Copy Examples

• •Precision in Every Corner: We Tested the 10 Best-Selling Cordless Vacuum Cleaners of 2025.
• •Planning a new kitchen? Our latest test reveals the most efficient and reliable built-in ovens. Find out which models deliver on their promises. #kitchenappliances #testreport #consumeradvice
• •For many, the perfect cup of coffee is an essential start to the day. But with countless models on the market, choosing the right machine can be a challenge. In our comprehensive test, we evaluated 15 new coffee machines on performance, ease of use, and, of course, taste. Discover our test winner.
• •Informed decisions start here. Get unlimited access to all our test reports and consumer guides with a subscription to ETM TESTMAGAZIN. Subscribe now and never make a bad purchase again.
• •This month at ETM TESTMAGAZIN, we put the latest generation of smart home security systems to the test. Find out which systems offer the best protection and the most user-friendly features to keep your home safe.