Communication

Effective communication strengthens people’s connection to a brand. It is essential to maintain consistent behaviour and communication. This consistency forms the foundation of successful communication. At Hannes Snellman, our tone of voice plays a vital role in guiding how we communicate with clients, colleagues, future colleagues, and the wider community.

Firm Description

In English
Hannes Snellman is a leading Finnish business law firm entrusted by its clients in matters of critical importance. We are visionary, dedicated, and human — a team of outstanding professionals who work together in a collaborative and empowering environment.

In Finnish
Hannes Snellman on johtava suomalainen asianajotoimisto, johon asiakkaat luottavat kriittisimmissäkin tilanteissa. Meitä kuvaa näkemyksellisyys, omistautuminen ja ihmislähtöisyys — meillä alamme osaavimmat asiantuntijat työskentelevät yhdessä kannustavassa ja inspiroivassa ympäristössä. 

Boilerplate

A boilerplate is a short and more fact-based description of the company than the firm description and is mainly used in press releases.

In English
Hannes Snellman is a team of 250 dedicated professionals. We provide the smartest decisions in demanding situations. Our expertise spans a wide range of legal practice areas and industries, and we provide our clients with strategic solutions.

In Finnish

Hannes Snellman on 250 sitoutuneen asiantuntijan tiimi. Autamme asiakkaitamme tekemään parhaat päätökset vaativissa tilanteissa. Hallitsemme laajasti eri oikeudenalat ja sektorit ja tarjoamme asiakkaillemme kokonaisvaltaisia strategisia ratkaisuja.

Target Groups

To be clear in our communication, it is important that we are distinct about who we are addressing and what we say to them. Hannes Snellman has two main target groups: existing clients and potential clients and employees and potential recruits.

One Firm

In English
We work together across geographical borders and service areas to bring the best of our firm to each client. We are stronger as a collective than as individual practitioners. We jointly take responsibility for building and contributing our lasting institution.

In Finnish
Toimimme yhdessä varmistaaksemme asiakkaillemme parhaan mahdollisen palvelun. Yhdessä olemme yksilöä vahvempia ja kehitämme yhteisöämme vastuullisesti.

Client Communication – Our Key Selling Point (existing clients and potential clients)

In English
Our clients say that what sets us apart is how we take ownership of every matter entrusted to us. We understand our clients’ business drivers, and we approach each situation with a “can-do” attitude.

In Finnish
Asiakkaidemme mukaan erottaudumme huolehtimalla kokonaisvaltaisesti heidän tavoitteidensa saavuttamisesta. Ymmärrämme asiakkaidemme liiketoiminnan tarpeet ja lähestymme jokaista tilannetta ratkaisukeskeisesti.

Employer Branding (employees and potential recruits)

We are a community of individuals working towards a shared goal. With us, everyone is part of the team from day one. We believe our team spirit makes a difference not only to our people but also to our clients — when our people thrive, our clients get the best results.

Channels

The choice of channel should always be based on the purpose and goal of the activity and is at least as important as the message itself. It is important that we are consistent in our expression and that it applies throughout all channels.

Employees

Face-to-face is our most important communication tool. Our employees are in contact with our target groups through e.g. personal meetings, presentations and events.

Online Presence

Our current focus online is our website, LinkedIn, Facebook, and Instagram, but we also use YouTube as a platform for video content. We actively maintain our company website, blog, and social media profiles and encourage our employees to keep their personal LinkedIn profiles up to date and to be active on LinkedIn. Other online communication tools include newsletters like Nordic Highlights.

The choice of tool, platform or channel should always be based on the target audience.

Our Tone of Voice

At Hannes Snellman, our tone of voice reflects our core brand attributes: visionary, dedicated, and human. It guides how we communicate with clients, colleagues, future colleagues, and the wider community.

Visionary 

Our visionary tone is forward-thinking and insightful. We communicate with clarity and confidence. When discussing legal matters, we want to appear as an articulate thought-leader.

  • We provide informed insights and forward-looking perspectives.
  • We embrace new ideas and approaches, sparking discussions about future  possibilities.
  • We have business acumen.
  • We say it like it is. We present solutions that arise from our insights.
  • We simplify the complex and focus on presenting clear, actionable solutions.

Dedicated 

Our dedicated tone reflects our commitment to understanding and addressing our clients’ needs. We’re attentive, thorough, and responsive, ensuring our clients feel valued and understood.

  • We acknowledge our clients’ concerns, ensuring they feel heard and valued.
  • We anticipate needs and take initiative in our communications.
  • Our attention to detail is meticulous — we aim for precision in every word.
  • We’re never sloppy, never cut corners or settle for less than excellence.​

Human 

Our human tone emphasises authenticity and approachability. Our language is inclusive and relatable, reflecting our more-relaxed-than-expected company culture.

  • We communicate with respect, creating a welcoming environment.
  • We encourage open dialogue, inviting questions and conversations.
  • We can be clever, witty, or even funny when the time is right.
  • We avoid jargon and legalese, opting for straightforward language.
  • We stay humble, never coming across as arrogant or distant.

The use of the tone of voice in different channels and contexts  

While our tone remains visionary, dedicated, and human across all channels, it adapts to fit the context of the communication. For example, on social media, we encourage the use of emojis to add a human touch. However, we approach this with intention and care — choosing emojis thoughtfully to reflect our dedication and to create a visionary impression.

Our tone ensures every message — no matter the platform — is authentic, approachable, and professional.