Our brand voice in action
For some audiences – such as corporates – we can flex the tone of voice to be slightly more formal. However, we do need to check that our written language sounds natural and not stilted. We inherently have authority as England’s largest provider of specialist housing and care for people in later life, therefore we can be confident in what we say. Most important is being succinct and relatable. A good test is: if I said these words in a phone call, rather than wrote them in a document, would my listener be engaged? For example, the more informal tone we would want to take with non-corporate audiences might be: “At our Buckley care home, we organised Easter activities and invited in our neighbours to experience our community” Rather than something more formal that might be used in a press release for a local paper: “A care home in Buckley organised a variety of Easter activities as part of an open day on Wednesday 10 April, so members of the public could find out more about its thriving community.” We can be succinct yet express our warmth and welcoming personality. Remember also to use the personal pronoun (“at our care home, we…” rather than “at the care home, the organisation…”). The personal pronoun is key to building relationship and relevance. When something goes wrong, we want to be empathetic, but to the point. Our focus is assuring our audience we will do what it takes to resolve the issue quickly. For example, we may say: “We know sometimes things go wrong, so we’re here to help 24/7” In our written and verbal conversation, we want to emphasise that we care about the little things that matter to each person. We ask questions such as “What are you looking for in your next home? How do you enjoy spending time? What makes the biggest difference to you?” We listen well to discover how we can create great service experience for each customer and their family.
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