Text - Tone Of Voice
Size & Legibility | Tone of Voice | Style Guide
It is important that we all understand how to speak to our audience in a tone of voice that reflects our brand's values.
As a simple guide, think about your particular audience and what they need to hear, and check that your copy is:
Accessible
- simple, friendly, jargon-free, straightforward
Honest
- clear, explanatory, not marketing-speak
Positive
- upbeat, enjoyable
Respectful
- inclusive, intelligent, non patronising
Providing information:
"Hello, you're speaking to Pam at
the Age Concern Information Line
how can I help?"
ACIL call centre operative
Campaigning for change:
"The basic state pension should
be increased each year to give all
pensioners a share in the nations
rising prosperity, and provide a
decent minimum income in
retirement for all older people."
Pocket campaign guide
Offering support
"We understand how important
safety at home is, so during
October and November you can
have your electric blanket tested
for free thanks to an initiative by
Age Concern and Powergen."
Electric blanket testing leaflet
