Our brand voice
Examples often help Below are some examples of writi ng in the Anchor brand voice, and how our style can be flexed for corporate audiences. For a community event, we’d use a simple, down-to-earth descriptor such as:
“Fish and Chip Fridays” Rather than a more formal, distant descriptor such as: “This Friday, we will gather to eat a fish and chip dinner”.
Why? We are passionate about building community. Therefore, we speak in a way that is relatable, shareable and inclusive. We get straight to it. Our aim is to capture the joy in the everyday, joy that everyone can share in. A vibrant image alongside a simple, down-to-earth headline really helps communicate positivity. We are not a government service provider, so we don’t need to sound like one. We are more personable, and aware of the emotional benefits of what we offer – such as taking the stress out of everyday life. When speaking to a potential resident, we would say: “care centred around you”. This focuses the benefit on the person we are speaking to and creates a greater sense of connection. More formal terms such as “person-centred care” may be appropriate for professional audiences. When speaking to our core audience – people in later life – we avoid using labels wherever possible, even in jest. We recognise that people at all stages of life don’t want to be stereotyped. Demonstrating a shared attitude helps build connection, and keeps the tone adult to adult, without patronising.
For example, to promote an activity, we would avoid a copy line such as “old dogs, new tricks” or “the grey curious” – both which could alienate. Instead, use a life-affirming tone in copy, such as: “we live, we learn” .
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