Guidelines DKSH corporate wording...

DKSH corporate wording guide

Think Asia. Think DKSH.

Guidelines

September 2017/Version 3.5

Part two: style guide 5.0 Brand 6.1 Tone of voice6.0 Style 6.1 Write positive statements 6.2 Write plainly and clearly 6.3 Write concisely 6.4 Use US English 6.5 Use the active voice7.0 Formatting 7.1 Put your headers to work 7.2 Meeting agendas 7.3 Paragraphs 7.4 Lists8.0 Financial reporting

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Guidelines/DKSH corporate wording guide

1.0 Introduction – how to use this guide

Part one: wording tools

2.0 How to check a word3.0 DKSH corporate wording list4.0 Rules for usage 4.1 Correct spelling is essential 4.2 Punctuation 4.21 Apostrophes (‘) 4.22 Colons (:) 4.23 Semi-colons (;) 4.24 Commas (,) 4.25 Dashes (–) 4.26 Exclamation marks (!) 4.27 Parentheses 4.28 Periods (.) 4.29 Quotation marks (““) 4.30 Slashes (/) 4.31 Hyphens (-) 4.32 Ampersands (&) 4.3 Capitalization 4.4 Highlighting and italics

Contents 2

Building a consistent, clear, and unmistakable brand image DKSH maintains a strong and recognizable brand. Written texts form a key part of our brand communication, and these corporate wording guidelines apply to every English language text we produce – for both internal and external audiences.

A consistent, clear and unmistakable brand image depends on consistent, clear and unmistakable communication.

This guide is split into two sections:• Part one sets out our wording tools, listing the conventions we use for spelling, grammar, titles, abbreviations, etc. • Part two looks at writing style, providing suggestions on how to write effective com-munications in the right tone that carry our messages convincingly and reflect our brand values


1.0 Introduction – how to use this guide

3


Check DKSH corporate wording list (page 5)

If not found, check Merriam Webster dictionary:

merriam-webster.com

If still not found, check Cambridge dictionary:

dictionary.cambridge.org

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2.0 How to check a word 4

Use these alphabetical lists to check the spelling of DKSH Functions and common terms, and the use of capitals and hyphens. As noted on page 4, if you do not find the word you are looking for, please check alternative sources.

Notes:1 DKSH services - when referring to DKSH services (i.e. marketing and sales) in headers or in a special list, use capital letters. When referring to our services in general, particularly in copy text, the words begin with a lower case letter.

2 Job titles, committees, functions - job titles are always capitalized. When referring to a Function (i.e. Legal or Communications), it should be capitalized. Pay attention to the usage of “global” and “country”. Unless these words are used as part of a specific title (Country P&O Manager), they are not capitalized.

* Leadership principles

Hyphenation - please be sure to read section 4.3.1, which explains the basic rules of hyphenation, and note that in most cases, unless marked otherwise, the hyphenated terms in these lists are used as adjectives. If used as an adverb, such as with is or are, the words are not hyphenated:

We offer a high-quality service (adjective)Our services are very high quality (adverb)

Figures, time and dates Numbers above 12 in figures (e.g. 13, 29, 57)Numbers up to and including 12 in words (e.g. one, three, twelve)five minutes (from zero to twelve)5-20 minutes three-day event, four-year contract0.5 (not 0,5 or 1/2)/1.5 (not 1,5)100,000 (not 100’000)Use ISO currencies:JPY 25 billion (this is JPY 25,000,000,000)USD 25 million, USD 25.4 billion(if required, round up to one decimal place only)EUR 1,200/CHF 8,85026.3% (no space before %)4 m x 3.4 m (space before m)30+ years15-20 years1990s24/7from 1993 to 1995No. 11st, 2nd90thJanuary 2005 (no comma after month)January 25, 2005January 25-28, 2005On January 25-28, 2015, we launched... January 25-February 258 a.m., 4 p.m.8:00 a.m., 4:30 p.m.page 5, pages 13/14>20 and <20 (no space before number)sqm (not m2)

Aabove-the-lineActive Pharmaceutical Ingredients (APIs)added-value (adj)/added value (noun)additional color groupad hocafter-salesAfter-Sales Services 1

all-importantall-roundall-timeAnnual General Meeting (AGM)Annual ReportApplication Engineering 1

Applications Research 1

Applications Support 1

area wideAsia PacificAsia-wideAssistant to the CEO 2

Audit Committee 2

AC = Audit CommitteeAustraliaauthentic

BBachelor‘s degreebacklogbackupBD = business developmentBe deeply interested in people*below-the-linebest-establishedbest-in-classbest-known

best practicebetter-than-averageBL = Business LineBoard Board of Directors 2

BOD = Board of Directorsboilerplatebrand bookBrand Championsbrand essencebrand foundationbrand identityBrand Portalbrand promisebrand strategybrand userbrand valuesBranding Daybrand-buildersBrand-building 1

brand-buildingbrand-newbreakout (breakout room)bridge-builderbridge-buildingBruneiBU = Business Unitbuild-up (noun)/to build up (verb)Business Linebusiness process re-engineering (BPR)Business SegmentBusiness Support 1

Business UnitBusiness Unit Consumer GoodsBusiness Unit HealthcareBusiness Unit Performance Materials


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3.0 DKSH corporate wording list 5

Business Unit Technologybusiness-driven

Ccalendar yearCambodia“can-do” approachcapacity-buildingcapillary distribution networkCash Collection 1

catalogCategory Management 1

CC = Corporate CenterCCC = Customer Care CenterCCO = Chief Commercial OfficerCentral ServicesCenter of Excellence for Sales and MarketingCEO = Chief Executive OfficerCEO NewsCFM = Country Finance ManagerCFO = Chief Financial OfficerChairman 2

Chairman of DKSH Group 2

Channel Management 1

channel-to-marketChileChinaclientsclose byCMT = Country Management TeamCOE = Center of Excellencecommittedcompetencescomprehensive networkconfectionery

consignment stock tracking systemconsumer health productsconsumer-orientedcontract sales servicescooperate (verb)cooperation (noun)coordinationCo-Packing 1

core competenciesCorporate Affairs 2

Corporate BrochureCorporate Centercorporate color guidecorporate designCorporate Functions 2

corporate webshopcorporate valuescost-effective (adj)/cost effective (adv)cost-efficient (adj)/cost efficient (adv)Country Management Teamcountry-by-country (adj)/country by country (adv)country-wideco-workercross industrycross-countrycross-fertilizationcross-functionalCS = Central ServicesCSSC = Corporate Shared Services CenterCustomer Managed Inventory (CMI)Customer Servicecustomer-centriccustomersCustoms Clearancecut off


cutting-edge (adj)/cutting edge (noun)

Dday-and-a-halfday-longday-to-dayDC = distribution centerdecision-makingdeep-sea (adj)/deep sea (noun)DenmarkDesign Guidedialogdigitizationdifferent-coloreddifficult-to-copy (adj)/difficult to copy (adv)Distribution 1

distribution center DKSH additional colorsDKSH Board of DirectorsDKSH brandDKSH brand bookDKSH Business Unit brochureDKSH corporate colorsDKSH email signatureDKSH Fantree President Award winnersDKSH grayDKSH GroupDKSH Group ManagementDKSH headquartersDKSH identity frameworkDKSH offices worldwideDKSH redDKSH websiteDKSH-ownedDKSH-sponsored

DKSH Smollan Field MarketingDSFM = DKSH Smollan Field Marketingdouble-digitdownsize (verb)downtimedrugstores

Ee-commercee-learningeastern Asia Pacific regioneasy-to-understandEBIT = Earnings Before Interest and TaxesEchoPLUSecosystemefficienciesemailend-consumerend-to-endend-userenergy-efficientEnterprise Resource Planning (ERP)Enterprise Risk Management (ERM)Enjoy winning*Ensure performance*entrepreneurialEurope, Asia, Americasever-more-complexexcellent executionExecutive Board 2

EXB = Executive Boardextra mileeye-catching

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Ggate-keepergatewayGermanyget-togetherGlobal Address Book (GAB)global SAP templateGlobal Sourcing 1

globally coordinatedGM = General Managergo live/going live (noun)GMP = Good Manufacturing Practicesgovernment-controlledGRC = Governance Risk ComplianceGreat BritainGreater ChinaGDP = gross domestic productGroup Management 2

GMA = Group ManagementGroup-wideGrow and contribute*growth-by-acquisitiongrowth-promotingGuam

Hhair carehalf-year (adj)/Half-Year (proper noun)hand-heldhand-overhands-onhard-to-findhard-workingHazard Analysis Critical Control Points (HACCP)

FFairs/Exhibitions/Seminars 1

family owned Fantree AcademyFantree NewsFantree President Awardsfar-reachingfast-food (adj)/fast food (noun)Fast Moving Consumer Goods (FMCG)fast pace (noun)/fast-pace (adj)fast-growingfast-trackedFeasability Studies 1

Field Marketing 1

Field Marketing representativesfield-basedFinancing 1

fire-affectedfirst-class (adj)/first class (noun)first-handfollow-throughfollow-up (noun)/follow up (verb)foreign-ownedFrancefront end (noun)/front-end (verb)full range (noun)/full-range (adj)full service solutionsfull-distribution-servicefull-scalefull-servicefull-servicesfull-year (adj)/Full Year (proper noun)Function Head 2

Future Operating Model (FOM)FY = Full Year

In-Licensing 1

in-licensing (noun)in-marketInstallation/Commissioning 1

Insurance 1

intensive-care (adj)/intensive care (noun)internetInvoicing and Debt Collection 1

IT = Information TechnologyIT infrastructureItalyIT-drivenITM = Country IT Manager

JJapanjewelryjoint venturejust in time

Kkey figureskick-off (noun)/kick off (verb)know-how/know-how-drivenKoreaKPI Reporting 1

LlabelingLaoslarge-coveragelast-mile distribution (adj)/last mile (noun)LBUM = Local Business Unit Managerlead time


HCM = Head Country Managementhead officehead-onheadquartershealthcare-relatedhigh-caliber (adj)/high caliber (noun)higher value-addedhighly developedhighly specializedhigh-poweredhigh-profilehigh-purityhigh-qualityhigh-spiritedhigh-volumehi-techhome-grownHong Konghoped-forhypermarkets

IIC = innovation centerIdentity GuideImportation 1

inbound logisticsincomingin-depthIndiaIndonesiaIndustry Clusterindustry-orientedInformation Processing 1

in-housein-house magazine

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pragmaticprivately heldprize winnersproactive partnerproduct databaseProduct Development 1

Product Registration 1

profit after tax (PAT)Project Management 1

pro-rate/pro-ratedpurpose-building

QQ1, Q2, Q3, Q4 (not 1Q or Q 1)Quality Assurance 1

quality controlquality planningquality-oriented

Rready-to-drinkreal-time (adj)/real time (noun)Registration/Compliance 1

Regulatory Compliance 1

re-inventingrelaunchrelocateRental/Leasing 1

reorganizationRepairs and Maintenance 1

repositioningResearch and Development 1

resourcefulresult-oriented

leadership principlesletter of intent (LOI)life cyclelife-savinglifestyle-relatedlike-to-likeline-up (noun)/line up (verb)listing-fee (noun)locally-madelog-in (noun)/log in (verb)Logistics 1

long-standing (adj)/long standing (noun)long-term (adj)/long term (noun)Luxury & Lifestyle (when division of DKSH) luxury retail

MM&A = Mergers & AcquisitionsMalaysiaManagement by Objectives (MBO)management-levelMarket Expansion Services (always capitals!)Market Feedback 1

market leadershipMarket Research 1

market sharemarket-drivenMarketing 1

marketplaceMaster deal-making*master‘s degreeMBA 2 (Master in Business Administration)measurable added valueMedium Range Plans (MRPs)medium-sized

meet ‘n‘ greetsMerchandising 1

MES = Market Expansion ServicesMES Excellenceme-toomiddle classmid-termmid-term planmigration projectMIS = Management Information Systemmission-criticalmodern trademom-and-pop storesmoment-to-momentMRP = Medium Range Planmuch-neededmulti-brandMyanmar

Nnet salesNetherlandsNew ZealandNo. 1Nomination and Compensation Committee 2

non-corenon-GMOnon-invasivenon-performingNorway

Oofficeatworkoffboarding


omni-channelon holdone-brand strategyone-on-one interviewsone-stop-shopone-timeone-week workshoponboardingongoingonlineon-specificationon-the-spoton-time (adj)/on time (noun)onwardOrder Fulfillment 1

order fulfillmentorder pickingoutlet-by-outlet (adj)/outlet by outlet (adv)over-proportionalover-the-counterown-brand

PP&O = People & Organizationpan-AsianpassionatePAT = profit after taxpayoutPeople & Organization (P&O)pet carePerform on eye-level*PhD 2

PhilippinesPictureparkPolandportfolio mix

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top-classtop-endtop-flighttop-gradetop-notchtop-quality (adj)/top quality (noun)town halltrack & trace system/tracking systemtraditional tradeTraining 1

Turkeyturnkeytwo-daytwo-fold

Uup-and-comingup-to-dateupwardUSA

Vvalue chainvalue chain transparencyvalue propositionvalue-addedvalue-added businessvalue-added servicesvalue-addingvalue-drivervalue-orientedvan-salesVendor Managed Inventory (VMI)vendor managed inventory solution

rewritingroad maproad showroll up (verb)rollout (noun)/to roll out (verb)route-to-marketroyalty

Ssafe-guardingSafety, Environment, Quality and Regulatory Affairs (SEQRA)SaipanSales 1

sales forceSAP consultantsSCM = Supply Chain Managementself-evidentself-generatedsemiannualsemi-commercialsemi-finishedSenior Executive Team 2

SET = Senior Executive Teamsetup(s) (noun)/set up (verb)shop-in-shop, shops-in-shopsshort-term (adj)/short term (noun)SiberHegnerside-effectsignboardsign-off (noun)/sign off (verb)SingaporeSingapore-basedsingle-brand (adj)/single brand (noun)skin care


skyrocketSouth East AsiaSpainspecialistsspecialtiesspecialtySri Lankastate-of-the-artStrategy Committee 2

Stay hungry*step-by-stepstock-holdingsubcontinentsub-distributorssuppliersSupply Chain Management (SCM)sustainable, profitable and inclusive growthSwitzerlandsystem users

TT-shirttailor-madetakeaway(s)TaiwantakeoverTalent PortalTechnical Support 1

telemarketingTerritory Management 1

Thailandthird-party logisticsthought leadertime to marketToll Manufacturing 1

top spot

VAS = value-added servicesVietnamvs. (instead of versus)

WWarehousing 1

Warranty Services 1

well received (adv)/well-received (adj)well-chosenwell-controlledwell-establishedwell-knownwell-managed companywell-placedwell-positionedwell-practicedwell-rehearsedwholesalerWi-Fiwork groupworld-classworld-famousworldwide presenceworn-outworst everwrap up (verb)/wrap-up (noun)Write your own ticket*

Yyear-endyear-on-year

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Beyond using US English spelling, it is vital that every communication we send out is free of spelling errors. Correct spelling shows professionalism and attention to detail. Spelling errors don’t.

Always consult a good US dictionary if you are unsure about a spelling: www.merriam- webster.com is a useful online resource. Be aware that British spelling is most commonly seen by using an additional ‘u’ in words such as color, favor, etc., or by adding ‘ue’ to words ending in ‘g’, for example dialog and catalog.

Make sure you set your spell check in Word to US English. Beware: the spell check will miss correctly spelled words that have been incorrectly used. For example: form and from; manager and manger; there, their and they’re.

Proofreading tips:1. Ask a colleague or colleagues to proof- read all important communications2. Read through all documents twice: once for spelling alone and once for meaning and grammar. Then wait for half-an- hour before making a third and final check

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4.0 Rules for usage 4.1 Correct spelling is essential

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Apostrophes are frequently misused, so please study the following rules carefully:

The apostrophe is used to show possession.Singular nouns and names that end in s take an apostrophe followed by the letter s:a week’s holidayDKSH’s staffMr. Jones’s office

The possessive of a plural noun that ends in s or es is formed by adding an apostrophe. Do not add another s:in four weeks’ timethe four books’ contentsThe two bosses’ decisions are final

Add ’s to plural nouns that do not end in s:the media’s approach to businesswomen’s concerns

To show the possessive of a compound noun,add ’s to the last word:the head of station’s message

If there is joint possession, add ’s to the last element:DKSH and XYZ’s joint venture is a great success

If there is individual possession, add ’s to eachelement:DKSH’s and XYZ’s workforces are cooperating

Apostrophes are used to indicate a contraction, and are placed where the letter or letters have been omitted, e.g. I’ll, you’ll, we’re, didn’t, it’s (only when this means it is)

DKSH style does not use apostrophes with decades, plural numbers or abbreviations, if there is no possessive meaning:The 1980s and 1990sTens, PLCs, NGOs

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4.21 Apostrophes (‘) 11


Use a colon to introduce a list within a sentence, or to introduce an explanatory word or phrase:These objects are always useful: map, compass, flashlight, and wallet.

There are three main factors: time, money, and resources.

The diversity of industries DKSH is involved in is only matched by the range of services we perform: from sourcing raw materials to setting up and running flagship stores, and from feasibility studies and product development to the many facets of marketing.

Do not capitalize the first word after a colonunless it is a proper noun, or unless it is followed by a whole quoted sentence:The following companies work with DKSH:Bally, Porsche Design, Montblanc.

Our CEO promised: “We will do our utmost to increase shareholder value.”

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4.22 Colons (:) 12


Semi-colons are often neglected, but are use-ful punctuation marks.

Semi-colons are stronger than a comma andshorter than a period. They can be seen as either a pause between two independent clauses in a sentence, or as a link. Use them with or without a conjunction such as yet, but, and however:The report was due on Friday; it was delivered ahead of time.Our main offices are in Bangkok; however, we serve the entire country.

Unless followed by a proper noun, there is nocapital letter after a semi-colon.

Semi-colons are used to mark off a series of phrases that contain commas:You will need the following: paper; pens,preferably blue, black and red; a calculator; a large-scale map of the area, with road names clearly marked; and a list of all customers.

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4.23 Semi-colons (;) 13


Commas are a vital aid to understanding, butthere are numerous complex rules on how touse them. Here is a selection of simple guide-lines relevant to business writing:

Commas are used to separate items in a se-ries of words or phrases. At DKSH, we do not use the Oxford comma which means that we do not put a comma before the “and“in lists, of three words and more:We bridge the markets of Europe, Asia andthe Americas.We generate product ideas, develop andcustomize them, work on new ingredient and technology applications, provide hands-on training and run acceptance tests.

Use a comma after dates or places at the be-ginning of a sentence:In Asia, DKSH has become an integral part of the community.In 2006, growth improved in all areas.

Use a comma after words or phrases such ashowever, for example, in fact, and in addi-tion:However, this is not all that we do.In fact, our Market Expansion Services lead the world.

Commas are used at the end of a quote, in-side the final quotation marks, followed by information about the speaker:

“The participants really enjoyed the conference,” said Karen Smith.

Use commas before and after a title when it follows a name, but not when it precedes it:Dr. Smith, President & CEO of DKSH GroupPresident & CEO of DKSH Group Dr. Smith

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4.24 Commas (,) 14


A dash separates words and is longer than ahyphen. (It is sometimes called an em-dash because it is the width of a letter m.)

At DKSH, we always use a space each side ofa dash – like this. (This is different from standard US usage.) Use the dash to show a break or interruption in the sentence, or to announce a long summary explanation. Dashes can also appear in pairs around an explanatory or parenthetical phrase.

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4.25 Dashes (–) 15


Professional writers rarely use exclamation marks in business communications. In other words: try to avoid them.

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4.26 Exclamation marks (!) 16


Remember that parentheses always come in pairs.

If a complete sentence appears within parentheses, the period comes before the final parenthesis:DKSH is at home in Asia. (We have been here for over 140 years.)

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4.27 Parentheses ( ) 17


Periods are called full stops in UK English. Only insert one space after a period.

Do not use periods with abbreviations using capital letters, e.g. USA, CNN, and never useperiods at the ends of headings, sub-headings or bullet points, even if there are multiple sentences.

We follow the convention of using periods after abbreviations that are contractions, e.g. Mr., etc.

Photo captions end with a period.

If a website URL (e.g. www.dksh.com) comes at the end of a sentence, do not end the sentence with a period.

Note that there is no second period after etc.,even if it comes at the end of a sentence.

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4.28 Periods (.) 18


Double quotation marks “ ” are used for direct speech. Take care, especially when checking text delivered by agencies or printers in non-English-speaking countries, that they have used the correct forms.

When a quote runs over more than one paragraph, put quotation marks at the start of the quote, at the start of each new paragraph, and at the end of the quote.

Commas and periods go inside the closing quotation mark:“We had an excellent half-year,” he said.

Question marks go inside the closing quotation mark if they are part of the quotation:“Who could ask for better results than these?” she enquired.

Colons and semicolons go outside the quotation marks (unless they are part of the quotation):Last week, our chairman announced: “We anticipate excellent results”; these have now been released, and are, indeed, excellent.

Use single quotation marks for a quote insidea quote:“I recall clearly that he said: ‘it is on its way’,last week,” said Mr. Jones.

Do not use quotation marks to set off colloquialisms (local or regional words or phrases),or slang words or phrases – this draws unnecessary attention to them (and in any case, we should avoid using these in business writing).

Quotation marks can be used to highlight unfamiliar or special terms, or words used ironically or in an unusual context:The “pursuit of excellence” remains a keyconcept in many areas.

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4.29 Quotation marks (““) 19


We do not use spaces before or after slashes.Installation/Commissioning

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4.30 Slashes (/) 20


A hyphen connects words and is short. (It is sometimes called an en-dash because it is thewidth of a letter n.)

US English frequently makes one word out oftwo separate nouns that would be joined by a hyphen or kept separate in British English. If in any doubt, refer to the DKSH corporate wording list (3.0), and to a good US dictio-nary.

Here are some useful rules:

Words are often joined by a hyphen to makethe sentence shorter and snappier. When deciding whether to hyphenate words, look at the sentence in its longest form. If the word-order is reversed by the abbreviation, use a hyphen:Original: We need to speed up the process for making decisions.Abbreviated: We need to speed up the decision-making process.Original: Managers should refer to the people who keep the records.Abbreviated: Managers should refer to the record-keepers.

Where two words make up a compound phrase beginning with self, well, ill or a number, these must be hyphenated. Most compounds ending in free need hyphenating:self-sufficientwell-knownill-advisedfour-doorduty-free

Multiword compound nouns take hyphens when used as adjectives:almost-as-newbetter-than-averageday-to-daystate-of-the-art

If the compound adjective comes before the noun, it is hyphenated. If the term comes after the verb, it is being used as an adverb and does not take hyphens:We have agreed a long-term solution.The solution we have agreed is for the longterm.This is an up-to-date version of the manual.This manual is up to date.

Do not use a hyphen when the first element of a compound adjective is an adverb ending in ly:a recently announced merger

Use hyphens to avoid ambiguity:Mr. Smith will talk to a small businessorganization. (the business organization is small)Mr. Smith will talk to a small-businessorganization. (the organization is for smallbusinesses)

Hyphens are used when splitting a word at the end of a line. US English determines wordbreaks according to pronunciation (unlike British English, which looks at word-meaning first). Since pronunciation differs, it is wise to consult a dictionary if in doubt. In any case, try to avoid end-of-line hyphenation wherever possible.

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4.31 Hyphens (-) 21


In general, only use the ampersand for accounting purposes and spreadsheets.

The only exception to this rule is the use of the ampersand instead of the word and in names that designate DKSH organizational units such as Business Units, Business Segments, Business Lines, Industry Clusters, etc. as well as job titles:Business Line Personal Care & CosmeticsIndustryIndustry Cluster Graphics & ElectronicsIndustryDr. Smith, President & CEO

Make sure there is never an ampersand at thebeginning of a line.

We serve the food and beverage industry.

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4.32 Ampersands (&) 22


The use of capitals is a complex science. In general, good English tries to capitalize as little as possible.

Here are some useful rules:

Capital letters are used for proper nouns (thenames of particular persons and places) and for months of the year and days of the week:John Smith, New York, Northern Ireland, Asia, July, Monday

General compass directions start with a lowercase:We went east, while they turned west.We provide services in northern Europe.

Note that the seasons are also in the lower case:spring, summer, fall, winter

Adjectives derived from proper nouns are capitalized. This particularly applies to nationalities and languages:American, Asian, English

Use capitals for formal titles:Assistant to the CEOAudit & Finance CommitteeBoard of DirectorsChairmanDr. Smith, our Chairman, emphasized that ….

Use lower case letters for words that are notpart of the official title, or refer to a functionthat is not strictly a title, such as: sales execu-tive, specialist. These are generic terms:We offer excellent career prospects for salesexecutives.Mr. Smith is one of our top specialists.Mr Jones is the global Head BU PM.

All DKSH committees, functions and orga-nizational units i.e. Business Unit, Business Line, Business Segment are capitalized.Business Unit Consumer GoodsBusiness Line Pharmaceuticals

DKSH services (marketing and sales) are only capitalized when used in a heading or a special list.

General abbreviations and acronyms, such asGDP, ASEAN, are used in wholly capitalized form. If there is any danger that the audiencereading the text will not know the abbreviation, it must be spelled out the first time it is used. Check a good US dictionary to determine whether capitals are used for the full name:GDP (gross domestic product)ASEAN (Association of Southeast Asian Nations)SMEs (small and medium enterprises)

Refer to the corporate wording list (3.0) forDKSH abbreviations.

There is no apostrophe before the s in SMEs.

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4.3 Capitalization 23


To highlight text, if really necessary, use eitheran italic or bold typeface, but never both in the same text, and never combined.

Your registration for this course must reach us by: July 1, 2014.Your registration for this course must reach us by: July 1, 2014.

Never underline text for emphasis – this is reserved for indicating an internet link.

Follow the convention that titles of newspapers and magazines, and foreign words and phrases, are shown in italics:

The EconomistThe Chicago Manual of StyleNi hao

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4.4 Highlighting and italics 24


In order to establish, protect and strengthenour brand, we must be aware of the impact of everything we write and publish.

Above all, our brand identity should guide our style and tone. In other words, we can express our brand identity through the way we communicate our messages. Here’s how:

Well-managed companyWe always clearly state the facts about our strength and market leadership. We can be proud of belonging to a well-managed company. But we avoid exaggeration, and take care not to use expressions that make us appear arrogant.

A good way to demonstrate confidence and solidity is to replace negative language by positive wording. For example, replace: “You may not be aware that DKSH is the originator of Market Expansion Services” by “DKSH is the originator of Market Expansion Services”.

Excellent executionWe work hard to ensure that we produce perfectly written texts, and we are careful to use sincere and straightforward language. We clearly say what we think and what we mean, and always state the truth. So we avoid using clichés, complicated expressions, and language that is hard to understand. In other words, we deliver excellent communication.

Comprehensive networkWe use clear and appropriate language for allour communications, because we know that networks can only work effectively if powered by language that is easy to understand across countries and markets.

Proactive partner/resourcefulOur overall style should communicate initiative, flexibility, and agility – to show that we are a dynamic enterprise with an innovative, proactive, and resourceful approach. One way to do this is to use active verbs as much as possible, and to vary the lengths of sentences to make our writing lively and interesting.

Customer-centricWe do use DKSH, but speak of we and us wherever possible. This is to emphasize that we are people concerned with people. Our eye-level, direct style of communication, which demonstrates honesty, accountability, and openness, shows that we take a customer-centric, partnership-based approach. This also means that we do not talk down to our audience, nor make ourselves appear over-eager to serve, or submissive.

Internal and external communicationIt is important to communicate our expertiseand our passion both to the inside and to theoutside. Neither can work without the other.However, we put different emphasis on thesetwo qualities depending on whom we are communicatingwith:To the inside we want to highlight the pas-sion (attitude) that is necessary to communi-cate our brand.To the outside, we emphasi-ze the expertise (skill, knowledge, processes) of our brand.

It is not a matter of one or the other; it is more matter of finely-tuned, careful balance.

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To ensure that we keep the overall “DKSH voice“ consistent, these six “voices“ can help achieve the approporiate tone in writing.

Your voice is confidentWrite like this...“DKSH is the originator of Market Expansion Services.”

Not like this...“You may not be aware that DKSH is the originator of Market Expansion Services.”

Why? We always clearly state the facts about our strength and market leadership. We can be proud of belonging to a well-managed company. But we avoid exaggeration, and take care not to use expressions that make us appear arrogant.

Tip: replace negative language by positive wording.

Your voice is straightforwardWrite like this...“His report outlined three issues: a lack of high paying clients, conversions and return customers.”

Not like this...“His report to upper management delineated that the issues of the day were threefold. These included observations about the influx of low level prospects, a lack of effective conversions, and an inability to attract return patronage.”

Why? We clearly say what we think and what we mean, and always state the truth. So we

avoid using clichés, complicated expressions, and language that is hard to understand.

Tip: use simple words that are easy to understand.

Your voice is dynamicWrite like this... “Our state-of-the-art IT system supports our Business Line.”

Not like this...“The Business Line is supported by our state-of-the-art IT system.”

Why? Our overall style should show that we are a dynamic enterprise with an innovative, proactive, and resourceful approach.

Tip: use active instead of passive verbs. Vary the lengths of sentences to make your writing lively and interesting.

Your voice is customer and client-centricWrite like this...“We provide Market Expansion Services for business partners in the specialty chemicals, foods and beverage, pharmaceutical and personal care industries.”

Not like this...“Our Business Unit has four Business Lines with ten distinct Industry Clusters offering the entire array of Market Expansion Services.”

Why? We are people concerned with people. Our eye-level, direct style of communication shows that we take a customer-centric, partnership-based approach.

Tip: we do use DKSH, but speak of we and us wherever possible.

Your voice is that of an expertWrite like this...“Our service takes your product beyond the doors of the retailers and into the hands of consumers.”

Not like this...“We hope that our service will allow you to maximize sales.”

Why? It is important to communicate the expertise (skills, knowledge, processes) of our brand, especially to an external audience.

Your voice is passionateWrite like this...“We focus on delivering excellence in operational execution in the field to drive market share and expand your business.”

Not like this...“We deploy our field marketing employees to help you grow and expand your business.”

Why? It is important to communicate our passion (attitude), especially to our internal audience.

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Avoid the temptation to write: Do not hesitate to contact us. It is much more positive and effective to say: Please contact us, or We lookforward to hearing from you.

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6.0 Style: 6.1 Write positive statements

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It is important to express our ideas clearly andsimply, particularly as many people are not native English speakers.

Use simple words that are easy to understand. Avoid jargon (unless you are absolutely sure that your audience understands the specialist words you are using), slang, tired phrases, and “business expressions”. If you have a choice, a short word is always better than a long one. And remember: flowery descriptions and extended metaphors are for fiction – not functional business texts.

Here are a few examples of phrases to avoid,with suggestions on how to replace them:

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Condense your contents. Leave out every-thing unnecessary. Yes, it can be much harder to write a short text than a long one, but less really is more. A big block of copy discourages many people from even starting to read.

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US English is our standard language of communication worldwide. All internal and external communications must use US English. This applies above all to spelling. Make sure you have set US English as the default language when writing and editing Word documents, PPT presentations, etc.

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6.4 Use US English 30


As a general rule, use active rather than passive verbs. This will help to make your writing livelier, clearer and easier to read, as well as keep it shorter:Passive: The Business Line is supported by our state-of-the-art IT system.Active: Our state-of-the-art IT system supports our Business Line.

Note that the active example changes theemphasis of the sentence from the BusinessLine to the IT system.

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6.5 Use the active voice 31


Always use headers to convey real information – to tell the story, list benefits, provide more arguments, or set out guidelines.

Avoid headers simply called Introduction or Conclusion. Headers make texts more inviting and easier to read because they break them up into manageable parts.

Readers who only skim a text should be able to grasp the main points if they read the headers.

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The main title of any document should be in US “sentence case”. This capitalizes only the first letter of the title. Naturally, when the title uses the names of Business Lines or expressions that we usually capitalize, these appear with capitals. There is never a period at the end of a title or header.

Here is the full title of a Business Line bro-chure:Business Line Pharmaceutical IndustryGlobal Market Expansion Services for the pharmaceuticalindustry

The only exception to this rule is:Annual Report(The main title is capitalized.)

Also use “sentence case” for chapter titles and sub-headers within documents, and remember: chapter titles and sub-headers, like all titles, never end with a period:The best of both worlds – yours and oursHow is DKSH to be communicated internally?Identity guideCorporate wordingExperience and networksWhat we doIdeas to market

7.0 Formatting:7.1 Put your headers to work

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Meeting agendas should be written in the following way:

7.2 Meeting agendas 33


In general, try to keep paragraphs short. Readers generally prefer text that is broken up into shorter paragraphs: it is more inviting and easier to read.

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7.3 Paragraphs 34


It is important to maintain consistency in lists.Every item in a list should be in a similar form,for example: all nouns, or the same type of phrase, or full sentences, etc. Try to suggest the relative importance of the items by starting with the most important, or earliest if time is involved.

Here are rules on the layout of vertical lists:

Introduce the list with a complete sentence,which ends with a colon.

Capitalize the first word of each bullet point;however, never use any punctuation, even if it is a whole sentence.

Participants should bring the following equipment:• Notebook• Pen• Calculator• Packed lunch

Our main offices are in:• Bangkok• Singapore• Hong Kong• Malaysia

Product groups:• Coupling and Protecting Agents• Intermediates• Amino Acids Derivatives

• We are the market leader in Market Expansion Services with focus on Asia• Market Expansion Services is a new business category that describes an unprecedented range of services offered by one company: DKSH• Market Expansion Services means we help companies grow their business in new or existing markets

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Here you will find financial communication guidelines and terminology used in financial communications such as with full- and half-year reporting and media releases.

Note: Financial facts and figures that can be communicated are published in our official financial reports. No other financial facts or figures are allowed to be used unless explicitly approved in writing by Corporate Controlling.

Used in charts and graphsMillion/billion: use CHF billion or CHF million (written out) if there is enough space; if space is limited, use bn for billion, use m for million with a space after the number (e.g. USD 10 m or CHF 10 bn)

Terminologynet sales: no capitalized first letters unless used at the start of a sentence

profit after tax: no capitalized first letters unless used at the start of a sentence

EBIT: in capital letters as it is an acronym

double-digit growth: with hyphenation

year-end: with hyphenation

Full Year: when used as a proper noun, capitalized, no hyphen (e.g. Full Year 2015 Results; Full Year 2015 Analyst/Investor Conference). Abbreviated as: FY 2016 (not FY2016 or 2016FY) Half-Year: when used as a proper noun, capitalized with hyphen (e.g. Half-Year 2015 Results). Abbreviated as: H1 (not 1H) and H2 (not 2H)

full-year, half-year: when used as a noun phrase or adjectival phrase, uncapitalized and hyphenated (e.g. As published within the full-year results 2015; our full-year numbers; DKSH to publish full-year results 2015) Fo

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Used in textMillion/billion: numbers <1,000 million, million spelled out (e.g. EBIT of CHF 195.4 million) and amount to include one decimal place; numbers >= 1,000 million, billion spelled to include one decimal place (e.g. net sales of CHF 10.1 billion)

Growth rates: round off to one decimal place (e.g. 24.0%)

Currency: use an international currency code (e.g. CHF, USD, THB, JPY, etc.)

Spacing: between CHF and figure and between figure and million/billion, use single spacing (e.g. CHF 10.1 billion)

Commas: numbers >= 1,000, follow US-style for comma usage (e.g. 28,300)

Percentages: use percentage symbol; round off to one decimal place; no space between number and %; (e.g. 24.0%)

Used in financial tables

Million/billion: depending on financial data, use CHF millions or CHF thousands, note the plural form (e.g. in CHF millions)

Percentages: majority to one decimal place including zero (exceptions include EPS and DPS)

Commas: numbers >= 1,000, follow US-style for comma usage (e.g. 28,300)

8.0 Financial reporting 36

Guidelines DKSH corporate wording...

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Transcript of Guidelines DKSH corporate wording...