Comparing brand voices

To help you understand how our different brands sound, we’ve compared similar messages side-by-side.

Based on each brand’s voice guidelines, below you’ll find some different interactions that occur on a digital journey, with examples of how each brand might address them.

These examples aren’t meant to be definitive or cast in stone. They’re an illustration to help you get each brand’s voice ‘in your ear’.


When a user completes an order

These examples cover the first message the user will see once they’ve completed a purchase journey.

Sainsbury's

Thanks for your order. We'll get right to it.

Argos

All done. Your order’s on the way.

Habitat

Thanks. We'll get started on your order right away.

Nectar

Nicely done. That's 1000 points in the bag.

When a user goes to log in

These examples cover the header message that introduces a login screen or form to the user.

Sainsbury's

Welcome to Sainsbury's Groceries

Argos

Do we know you?

Habitat

Already registered?

Nectar

Right, let's get started

When a user is looking for help

These examples cover the header message that introduces the help pages to the user.

Sainsbury's

What can we help you with today?

Argos

How can we help?

Habitat

We're here to help

Nectar

Need some help?

When the user searches for something that the website can't find

These are situations where a user has tried to search for something on a website, and the website is unable to return anything that matches their search term.

Sainsbury's

Sorry, we couldn't find any results under "ahahdfnjf"

Argos

Did you mean that? We couldn't find anything for "ahahdfnjf”

Habitat

Sorry, there's no results for "ahahdfnjf". Want to try again?

Nectar

Hmm, we couldn't find anything for "ahahdfnjf"

When you want to update a user about a delivery

There are situations where you need to update a user about a delivery, usually by text or a push notification in an app.

Sainsbury's

Just to let you know, your order should be with you today at 13:31.

Argos

Good news. Your order should be delivered to [address] at 13:31. We'll see you there.

Habitat

Time to get excited. Your Habitat order is on the way.

Nectar

Sorted. Your new Nectar card is on the way.

When you want to ask a user for feedback

There are situations where you might want to ask for feedback from the user, usually at the end of an experience.

Sainsbury's

Let us know what we could be doing better

Argos

How are we doing?

Habitat

How are we doing?

Nectar

We want your feedback

When you want to say hello with a chatbot

There are situations where users will be using a live chat service in order to talk to customer service teams. It’s important to make sure the way each brand says hello is friendly and true to that brand.

Sainsbury's

Hello, what can we help you with today?

Argos

Hey there 👋, how can we help?

Habitat

Hey! How can we help?

Nectar

Hey! How can we help?

When you want to verify a user’s email address

There are situations where we need to ask a user to do something in order to progress through an experience, like verifying an email address when signing up.

Sainsbury's

We just need to verify your email address

Argos

Almost done! Just verify your email to continue

Habitat

Almost there. Verify your email address to continue

Nectar

One more thing. Verify your email and we're done

Brand voice guidelines

To further understand why our brands sound the way they do in these examples, we’ve also created voice guidelines for each of our brands, with an emphasis on digital interactions.


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