Whether you’re writing stand-out headlines or useful reminders, our tone of voice brings our oath to life.
First, we’ll share our TOV principles, and then we’ll show you how they manifest in writing through examples.
This is what we sound like when we speak externally to our customers, both present and future.
Depending on the situation, we can take three different angles: brand-led, functional, or retail-led. Using our TOV principles to guide us, we’ll show you how to write for different contexts.
Our brand-led messaging focuses on the bigger picture of Redcare. This is mostly used for top-level brand moments, e.g. large scale campaigns or website landing pages.
Our Caring and Optimistic principles take centre stage,
as our intention is to make people feel looked after and
keen to find out more.
When discussing our services, benefits, or actions (i.e. things we do and the impact we make.) we use a more functional tone. We’re the experts, so we make sure more
functional detail comes across when it needs to. We’re still Caring, but we bring in more of our Knowledgeable principle to guide people to the best option for them.
Finally, this is our really practical lens. This is where we focus on the details: notifications, offers, products — all the practical things. We focus on being Knowledgeable
and Optimistic, a pairing which allows us to get the right information to people in a positive way.
These before and after examples show how we apply our tone of voice principles to different types of Redcare messaging
The headline and offer work together to create a narrative. First, we’re Optimistic and Caring, creating intrigue and excitement. We then use our Knowledgeable principle to
follow through with a clear, specific offer.
The headline and offer work together to create a narrative. First, we’re Optimistic and Caring, creating intrigue and excitement. We then use our Knowledgeable principle to
follow through with a clear, specific offer.
Our calls to action are mainly a combination of Caring and Knowledgeable. We make it easy and stress-free for people to access the things they want.
We don’t need to be excitable or commanding; instead,
we make suggestions and guide people on their way.
We haven’t changed this example very much. We’ve separated out the headline and subline, making sure they say two different, crucial things.
We’ve also added in the second person, speaking directly to the customer and making it about them.
Once again, we’re sympathetic to our customers, clear about how we can help, and confident in the impact we can have.
Crucially, we give context to the offers, caring for people by making sure they’re not thrown in the deep end with
our comms.
Again, a lot of what helps this example succeed is context. We speak directly to our customers’ experiences, being clear about how we can improve them.
This is how we talk internally. That includes how we talk about ourselves, our culture, and the hiring process.
Our TOV principles also influences how we interact with each other as fellow employees.
The way we talk internally is still informed by our three TOV principles; we just adjust the subject according to the situation. Talking internally on a brand-level is
similar to the “Brand-led” section above: it’s the more top-level, big-picture way we talk about ourselves, honing in on our oath and the impacts we make.
Whether talking about the benefits of being a part of our team, or updating someone on information, we’re clear, to-the-point, and always retain a degree of warmth.
These before and after examples show how we apply our tone of voice principles to different types of our employer brand messaging
These before and after comparisons show the warmth, optimism and expertise that is unique to the Redcare tone of voice.
01: We start with an optimistic title, so our employees feel energised and positive about the future.
These before and after comparisons show the warmth, optimism and expertise that is unique to the Redcare tone of voice.
01: We start with an optimistic title, so our employees feel energised and positive about the future.
These before and after comparisons show the warmth, optimism and expertise that is unique to the Redcare tone of voice.
02: We lead with a caring and informative headline, and integrate our TOV principles throughout, even when covering more functional topics
These before and after comparisons show the warmth, optimism and expertise that is unique to the Redcare tone of voice.
03: We celebrate our internal culture by writing in an accessible way that avoids corporate language, not being afraid to add in a little personality.
Here are some useful rules to stick to which keep your writing consistent and correct.
