Brand voice
Central should sound like a person.
Direct, grounded, authentic—we use human language to build real understanding.
Real
Energetic, dynamic—we use verb-driven language that creates a sense of momentum.
Active
Humane, relational—we put people at the heart of our communications.
Warm
Self-assured, steadfast, bold when needed—we know who we are and where we’re going.
Confident
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