Our new verbal identity

Summer 2015

CIM | Tone of voice | 08 August 2015

We know that writing can seem daunting at times. So we’ve put together our tone of voice guide to give you some help.

Whatever we say, whenever we say it – we always sound like CIM.

Setting the scene…

CIM | Tone of voice | 08 August 2015

Looking back…

It goes without saying that the last 10 years have seen a seismic change in marketing’s role.

But what does this mean for us as CIM?

Our rebrand signifies more than just a revised library of assets…

Our values

CIM | Tone of voice | 08 August 2015

Authoritative

“We speak with authority, but we do not dictate

Intelligent

“We are intelligent, but we are not complicated

Open and optimistic

“We are proud of our rich history, but continually embrace change

Catalyst

“We set the stage, but we do not monopolise the discussion

CIM | Tone of voice | 08 August 2015

Expert

Adaptable

Transparent

Participate

Leading

Enable

Innovative

Knowledgeable

Approachable

Facilitate

Confident

Receptive

Warm

Flexible

Inspire

Shape

Skilful

Established

Credible

Develop

Focused

CIM | Tone of voice | 08 August 2015

New values

What do they mean?

Take a look at our brand portal

CIM | Tone of voice | 08 August 2015

We are…LeadingResponsibleCredibleReliableEstablishedRecognisedConnectedExpertConfident

Authoritative

We are not… the only ones with a view on marketing. We’re careful not to be overbearing, imposing or dictatorial in any way.

What does authoritative sound like? It’s not about telling people what to do Don’t be afraid to start sentences with a

command ‘Whenever’, ‘whatever’, ‘we think’, ‘we’ll try’

can be vague. Use carefully or swap for a more confident phrase e.g. ‘We’re certain’, ‘we know’, ‘we will’

Always favour ‘more than’ and ‘less than’ over ‘about’, ‘around’, ‘roughly’

CIM | Tone of voice | 08 August 2015

We are…KnowledgeableAdaptableSkilfulFocusedOriginalInnovativeVisionaryCompetent

Intelligent

We don’t mean… that our intelligence is superior. We are not self-important or assuming

What does intelligent sound like? We know what we’re talking about We don’t need to litter a sentence with

unnecessary jargon We share our knowledge in language that

everybody can understand Opt for everyday language:

In excess of – more thanPer annum – a yearPrior to – beforePurchase – buy

CIM | Tone of voice | 08 August 2015

New values

We’ve included a full explanation in our tone of voice document

CIM | Tone of voice | 08 August 2015

We are…ReceptiveAdaptiveWelcomingWarmApproachableFlexibleTransparentTrustedEvolvingAccepting

Open and optimistic

We don’t mean… that we’re lacking ambition, drive or focus.

What does open and optimistic sound like? ‘There’s no need to worry if you haven’t

achieved the results you were hoping for’ More than just saying we’re open… also

showing it through our language and structure Using ‘you’ and ‘we’ makes us approachable We don’t take on somebody else's views

CIM | Tone of voice | 08 August 2015

We…EnableInspireConveneDiscussEnrichOrchestrateShapeParticipateDevelopCollaborateFacilitateProvoke thought

Catalyst

We don’t… incite conversation and then remain dormant. Nor do we manipulate its course. We continue to encourage, develop and participate.

What does catalyst sound like? We’ve moved past being the voice… Ask questions. Make bold statements. Give

readers something to respond to Don’t shy away from questioning opinions

Sounding like us

CIM | Tone of voice | 08 August 2015

Useful tips…

1. Take the time to choose your words carefully…

2. Get to know your audience…

3. Don’t overcomplicate the situation…

4. Bend the rules…5. Speak with confidence…6. Consider the context…

CIM | Tone of voice | 08 August 2015

Useful tips…

7. Include the reader...8. Lead with the benefits…9. Be honest…10.Put your thoughts on the

page...

CIM | Tone of voice | 08 August 2015

Talking about CIM

Use our boilerplate when you need to talk our organisation

Grammar, Spelling and Punctuation

CIM | Tone of voice | 08 August 2015

Using apostrophes…

Is it indicating possession? E.g. CIM’s Director of Strategy & Marketing The CEOs’ meeting (more than one CEO) The CEO’s company (one CEO)

Use an apostrophe! For plural nouns that end in s, add an apostrophe after the S

Is it plural? E.g. Dos and don’ts SMEs

Is it a contraction? E.g. Dos and don’ts Won’t

Don’t use an apostrophe!

Use an apostrophe!

CIM | Tone of voice | 08 August 2015

Dotting the is and crossing the ts …

Its vs It’s:It’s is a contraction of It isIts is a form of the possessive

E.g. It is time to leave / It’s time to leave The dog slept in its bed

If there’s anything you’re unsure of, flick to the back of the document

Any questions?