APPLICATIONS
Lutheran SeniorLife’s verbal identity is a crucial component of its overall brand identity, encompassing the tone, language, and messaging used to communicate with various stakeholders and those we serve. Here are key elements that define Lutheran SeniorLife’s verbal identity:
1. Compassionate and Empathetic: • Tone: Warm, caring, and supportive. • Language: Using words that convey empathy, kindness, and under- standing. • Messaging: Highlighting the organization’s commitment to providing compassionate care and support to seniors and their families. 2. Trustworthy and Reliable: • Tone: Confident, reassuring, and dependable. • Language: Emphasizing reliability, safety, and the organization’s long-standing reputation. • Messaging: Focusing on the trust that residents and families can place in the services and care provided by Lutheran SeniorLife. 3. Community-Oriented: • Tone: Inclusive, engaging, and welcoming. • Language: Using inclusive language that fosters a sense of community and belonging. • Messaging: Showcasing community activities, events, and the collabo- rative spirit within Lutheran SeniorLife.
4. Dignified and Respectful: • Tone: Respectful, honoring the dignity and individuality of each per- son. • Language: Avoiding patronizing terms and using respectful language that acknowledges the residents’ experiences and individuality. • Messaging: Promoting the dignity and respect of all residents, ensuring they feel valued and honored. 5. Professional and Knowledgeable: • Tone: Professional, informative, and knowledgeable. • Language: Using clear and precise language, free of jargon, to convey expertise and professionalism. • Messaging: Emphasizing the qualifications, experience, and expertise of the staff, as well as the quality and breadth of services offered. 6. Hopeful and Positive: • Tone: Optimistic, uplifting, and encouraging. • Language: Using positive and hopeful language to inspire confidence and a positive outlook on aging and senior care. • Messaging: Highlighting success stories, positive outcomes, and the joys of life within the Lutheran SeniorLife community.
Incorporating these elements into all communications ensures that Lutheran SeniorLife consistently projects a cohesive and strong verbal identity that aligns with its mission and values. See the following examples.
22 / Lutheran SeniorLife Branding and Communications Guidelines / www.LutheranSeniorLife.org
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