Understanding our Tone of Voice
Because our voice represents who we are and what we stand for, it’s shaped by our brand values, so we’re ‘positive’, ‘brilliant’ and ‘part of it’.
It’s important to remember that in an organisation as large as ours, sometimes we’ll need to talk in a more informative way, and sometimes we can be quite inspiring. So our new tone of voice allows for that flex.
Let’s look a little deeper into what those words mean to us.
It’s about making our audience feel assured. So use optimistic, forward-looking language, focus on benefits and keep to the active voice.
We write like the professionals we are. Make your writing interesting, don’t just settle for the obvious thought. Use appealing facts and where appropriate, have a point of view – the middle ground rarely inspires.
Be part of it
Make your writing personal to your readers and show that you see things their way. Use words your audience is comfortable with – we’re professional without getting too official or casual.
Flexing our voice
As a large, diverse organisation, our voice needs the flexibility to suit different situations.
The Straight to Great spectrum enables us to flex our voice to suit the task in hand.
Straight is about telling
Great is about inspiring
Untitled drag and drop text question
Sort these words in to 'on brand' and 'off brand'
What does 'brilliant' sound like? Compare these two headlines and select the one which you believe is 'on brand'.
- ‘We register 30,000 changes of address each month, so we know it’s a challenge to keep in touch with customers.’
- ‘With thousands of people moving home every month, keeping track of your customers can be a real nightmare!’
Have a go at completing the following message from the 'Great' end of the spectrum
Welcome to a world of possibility
There’s much more to than reliable mail delivery. Being on the UK’s 29 million doorsteps six days a week means we know where your are and what they want.
We can help you find , raise your reputation, expand overseas and much more.
See how we can take your >