Our style is:
Caring – People should be able to tell from what we say and how we say it that they are not a number in a ‘system’. We actively welcome, listen, and show patience – so that people of all backgrounds feel valued as part of the Anchor community. While we are driven to help, we are never patronising, and always communicate as one adult to another. Life-affirming – Our goal is for everyone to love later life. Our residents can expect that we’ll bring a positive warmth to any challenge or conversation, and assurance that we’ll find the best solution. We celebrate joy in the everyday – and believe in the uplifting power of sharing stories of people loving living. Authenticity is key. Empathetic – How we communicate across channels is tailored to our audience. Sometimes more explanation is needed, but usually fewer, emotionally-engaging words have more impact. Down to earth - Our language and sentence form is natural, and with our resident audience, slightly informal. We enjoy sharing fun, but don’t try to be funny. Our audiences find it easy to connect with us as our language is always grounded and relatable. While we remain friendly in all our communication, we use a more formal tone in professional and corporate communications. Can-do - Our language reflects a can-do attitude and a willingness to make things better for our residents. As we are committed to solving any issues quickly, we keep our language friendly, easily readable, and to the point.
These style words reflect our organisation’s values of being accountable, respectful, courageous, and honest.
Anchor Language and Style Guide v20 300724
Page 3
Made with FlippingBook - PDF hosting