{ "trust_level": "claimed", "official_brand_source": false, "verification_method": null, "verified_domain": null, "verified_at": null, "verification_last_checked_at": null, "verification_expires_at": null, "status": "active", "customer_handle": "saab-b8a26b99", "certification_status": "not_certified", "registry_certified": false, "certification": null, "brand_name": "Saab", "response_scope": "path", "content_complete": true, "available_paths": [ "/.well-known/brand.md", "/.well-known/brand/boundaries.md", "/.well-known/brand/claims.md", "/.well-known/brand/onboarding.md", "/.well-known/brand/representation.md", "/.well-known/brand/values.md", "/.well-known/brand/visual.md", "/.well-known/brand/voice.md", "/.well-known/brand/voice/anti-ai.md" ], "integrity_scope": "publication_manifest", "integrity": { "version": 2, "publication_id": "6ba7b58d95f7afffd1a37a1f2aa7b9a49c4d8b902c6a9c44fb611a792d43a517", "revision_id": "a74385c9-4bd6-47f9-942c-c547f0fec686", "manifest_sha256": "3d51ac1874a8ef508501df415a7c5510238ed14e0f0edc9418f4b456da8ff48a", "manifest_signature": "tNmkAVjrmSsdgr2S9gwzrMxQefH5kHsb9zb0lBIlswsyqwHh2mSPsaT/NM8duFugdzoMCUt1VYr7NBeeB39OBQ==", "manifest_signature_kid": "v1" }, "verified": null, "schema": "bcp-readable-package-v1", "representation": "Derived readable representation; verify signatures against the canonical source files.", "canonical_registry_url": "https://registry.encodedbrands.ai/brands/saab-b8a26b99", "html_url": "https://registry.encodedbrands.ai/brands/saab-b8a26b99", "files": [ { "path": "/.well-known/brand/voice.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: voice\nparent: https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand.md\nlast_updated: \"2026-10-29\"\n---\n\n# Voice\n\nTwo sources are used and kept apart:\n\n- **Declared.** Saab's public Brand Portal (https://brand.saab.com/point/en/saab/), chapters \"Tone of voice\", \"How we communicate\", \"Values\" and \"Making films\", checked 2026-10-27. The portal pages carry \"Copyright 2022 by Saab\"; the imagery chapter says \"Updated 2026.02.01\". These rules are `brand_declared`.\n- **Observed.** About 75 saab.com pages (corporate, product, press, investor, career, stories, sustainability, three market pages), checked 2026-10-27. These describe how Saab writes today.\n\n## Declared tone of voice (quoted from the portal)\n\nThe portal sums up the personality as \"We are Saab and we are:\"\n\n| Trait (verbatim) | What the portal says | Guard rail it sets |\n| --- | --- | --- |\n| Open-minded pioneers with Swedish roots | \"bold, assured and outward looking … But we're approachable because our language is pragmatic and grounded.\" | \"We never come across as arrogant or boastful.\" |\n| Problem-solvers who challenge conventions | \"our tone is ambitious\" | \"we're not aggressive or macho – and we don't bad-mouth our competitors. Instead, we let our products, our solutions and our experience project our competency and authority.\" |\n| People who break down barriers | \"our tone is open and straightforward. We use simple expressions … we use first-person plural pronouns, such as 'we', 'our', 'us'\" | Keep it accessible. |\n| Passionate about innovation | \"our tone is thought-provoking\" | |\n| The courage of our convictions | \"we don't shy away from talking about warfare. We are realistic and honest about the threats our society faces – and how they can be defeated.\" | \"our tone is never flippant or playful about the nature of our business.\" |\n| Real stories. Well told. | \"the stories we tell are based in fact and put into context. But we're also human. So our story-telling is emotional and imaginative.\" | Facts first, then emotion. |\n\n**Brand essence:** \"The thinking edge\" (portal, Making films: voice-overs \"should portray our brand essence 'The Thinking edge'\"). The site uses it in careers (\"Work at the thinking edge.\").\n\n**Core narrative:** \"Keeping people and society safe\". The portal's narrative lines: \"Saab believes everybody has the right to feel safe. This ethos is at the heart of everything we do\" and \"Saab was born out of a time of global uncertainty, then and now, we exist to provide safety and security through innovative thinking.\"\n\n**Narrative phrases:** the portal lets writers adapt a phrase to a product or add emphasis (\"Breaking the thought barrier with Gripen\", \"Saab is Anticipating Tomorrow\") but says \"You should not simply alter words within the phrases\" (its bad example: \"Smashing the thought hurdle\").\n\n## How Saab writes today (observed)\n\n1. **Calm, institutional third person in corporate copy.** \"Saab serves the global market of governments, authorities and corporations with products, services and solutions ranging from military defence to civil security.\" Sentences run 20–35 words, often in lists of three (\"develops, adopts and improves\").\n2. **The purpose line recurs everywhere** (about 31 times in the sample): title, footer, career eyebrow, CEO sign-offs. It is framed as a right: \"It is a basic human need to feel safe and, as we see it, a human right.\"\n3. **Protection, not aggression, outside product pages.** \"Protecting your way of life\", \"Defence is the stepping-stone towards more sustainable and resilient societies.\"\n4. **Product pages get punchier and martial.** \"One weapon. Any task.\" \"The ultimate tank killer\" \"Designed to defeat any adversary.\" \"It's the same old story – and David still beats Goliath.\" This is the one surface where combat vocabulary is normal. It sits at the edge of the portal's \"not aggressive or macho\" rule; keep it to product capability, never to people.\n5. **Press releases follow a strict formula:** party, action, SEK value and delivery years in the lede; a quote from the CEO or business-area head (\"We are deeply honoured that Poland has chosen Saab's submarines …\"); product boilerplate; the explicit contract-status sentence when there is no order (\"At this point, Saab has not signed a contract or received an order related to the announcement.\"); contacts; then \"Saab is a leading defence and security company with an enduring purpose, to help nations keep their people and society safe.\"\n6. **Investor copy is numbers-first** with prior-period figures in brackets: \"Order bookings amounted to SEK 65,825 million (20,861).\"\n7. **Careers is warm second person.** \"The difference is you\", \"This is a place for curious minds, brave pioneers, and everyone in between.\", \"Join us and belong with a real sense of purpose.\"\n8. **British spelling** for group copy (defence, organisation, programme, armour). Saab, Inc. (US) pages switch to US spelling (\"defense\"). The Swedish site uses \"totalförsvar\" and the same purpose line in Swedish.\n9. **No exclamation marks** outside the occasional careers line, no slang, no emoji.\n\n## How it shifts by context\n\n| Context | What changes | Example (verbatim) |\n| --- | --- | --- |\n| Corporate / about | Third person, measured, purpose → reach → development | \"Saab constantly develops, adopts and improves new technology to meet changing customer needs.\" |\n| Domain tagline | Noun phrase, en dash, qualifier | \"Forecasting the future – from above\" / \"Superiority – above and below the surface\" |\n| Product | Short headline, feature triplet, spec table, operator \"you\" | \"Lightweight, robust, reliable, effective and easy to use\" / \"put the odds in your favour\" |\n| Press release | Formal, literal verb-led headline | \"Saab receives order for RBS 70 NG from Finland\" / \"Saab presents first GlobalEye for Sweden\" |\n| Report headline | \"Saab [period] results [year]: [theme]\" | \"Saab Q3 results 2026: Positioned to capture growing demand\" |\n| Careers | Imperatives, \"you\" | \"Belong. Be challenged. Work at the thinking edge.\" |\n| Stories | Journalistic hook, named people, reading time | \"But how is such a feat possible?\" |\n| Sustainability / ethics | Precise, compliance language | \"Corruption has negative consequences for society and business and is something Saab will never accept.\" |\n| Local market | Purpose localised to the nation | \"Technological excellence helping to keep Britain safe\" (UK) |\n\n## Vocabulary\n\n```yaml\nprefer:\n - word: \"defence and security company\"\n use: \"Saab's self-description. Never 'arms company' or 'weapons maker' in Saab's voice.\"\n - word: \"keeping people and society safe\"\n use: \"The purpose line. Use verbatim; don't paraphrase into 'making the world safer'.\"\n - word: \"from military defence to civil security\"\n use: \"Portfolio span in corporate copy.\"\n - word: \"capability / capabilities\"\n use: \"What products give customers ('bolster its defence capabilities').\"\n - word: \"customers / nations / governments and authorities\"\n use: \"Who Saab serves. Not 'clients' or 'buyers'.\"\n - word: \"partnership / local presence / sovereignty\"\n use: \"International industrial cooperation (Brazil, Canada, Poland).\"\n - word: \"the thinking edge\"\n use: \"Brand essence. Careers and brand films; sparingly.\"\n - word: \"order / contract / letter of intent / selection\"\n use: \"Exact contract status, as in Saab's releases.\"\n - word: \"Gripen, GlobalEye, Carl-Gustaf®, NLAW, AT4, RBS 70 NG, Giraffe, Sea Giraffe, A26, Barracuda, r-TWR\"\n use: \"Exact product names and capitalisation as on saab.com.\"\navoid:\n - word: \"arms dealer / weapons manufacturer / war machine\"\n reason: \"Not Saab's self-description (it may appear in independent reporting).\"\n - word: \"kill / lethal / destroy the enemy (outside quoted product lines)\"\n reason: \"Portal: 'never flippant or playful about the nature of our business'; corporate and career copy avoids it.\"\n - word: \"game-changer / revolutionary / disruptive (as fresh coinage)\"\n reason: \"Portal: 'never … arrogant or boastful'. 'The Game Changer' appears once as a Gripen heading; don't spread it.\"\n - word: \"Buy now / Get started / Contact sales\"\n reason: \"Absent from saab.com. CTAs are Read, Read more, Visit, Explore, Download.\"\n - word: \"SAAB (all caps) in running text\"\n reason: \"Caps belong to the logotype only.\"\n```\n\n## CTA labels (exact)\n\n\"Read\", \"Read more\", \"Visit Air\" / \"Visit Land\" / \"Visit Naval\" / \"Visit Security\", \"Explore your future at Saab\", \"Work with us\", \"All job openings\", \"Learn more\", \"Download PDF\", \"Download Image\", \"High resolution Image\", \"Load more\". No urgency language.\n\n## Copy checks before use\n\n- Does the piece say \"Saab\" (not \"SAAB\") and \"defence\" (unless it is for Saab, Inc. in the US)?\n- Is every number dated and every order distinguished from an announcement?\n- Is combat language limited to product capability and free of glee, jokes or named victims?\n- Is there a \"we/our\" voice where the portal asks for it (customer-facing), and third person in press and investor copy?\n- Does it avoid naming or criticising competitors?\n", "signature": "OVi1C+LRBaqrIwaAygZHBGi9yHLI12C0kdh5D06jIkF2a+fbtY89/dp9Y1FoP7DiWsVN2yyeN4Gv2Cw5TQ9mDg==", "sha256": "9584afb65e76fb24b357d1642262d88a8d5ce30bab67977155eca5b26fedc578", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/saab-b8a26b99/files/voice", "json_url": "https://registry.encodedbrands.ai/brands/saab-b8a26b99/files/voice/data.json", "source_url": "https://registry.encodedbrands.ai/brands/saab-b8a26b99/source/voice.md", "canonical_source_url": "https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/voice.md" } ], "path": "/.well-known/brand/voice.md" }