Creating brand voice To project our style into the world, we need to look at the types of words we choose and how we structure our language. Details matter. As a starting point, we have some baseline writing principles:
Make it simple Use Plain English and avoid jargon. If you have to use technical language or abbreviations, explain them. The Plain English Campaign has an A-Z of alternative words on its website we encourage colleagues to use (such as replacing ‘commence’ with ‘start’ or ‘begin’). See also the following sections of this guide. Make it succinct Use sentences of no more than 20 words and use full stops in preference to semi-colons. Break up written text into more easily-readable paragraphs. If a word is not adding anything to Use personal pronouns such as I, we and you rather than non-personal terms, such as ‘Anchor wants colleagues to…’. Write like you would speak (within reason!) by using contractions, namely you’re instead of you are and avoid old-fashioned words such as whilst (use while instead). We avoid using them wherever possible, to stay connected to our audience, and recognise individuality. the sentence, remove it! Make it friendly
Make it clear and actionable Get to the point. Use the first sentence or sentences to explain what someone needs to know or do differently. Never leave this to the end. Begin sentences with the subject of the action rather than the object (‘We create great homes and support’ and not ‘great homes and support are created by us.’). Make it trusted Communicate the why as well as the what of any change (‘we’re doing this because of…’). People are more likely to do something when they understand the reason. Be realistic by not over-promising. Make it inclusive See the inclusive language section of the separate Anchor Language and Style Guide.
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