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Tone of Voice Guidelines
Tone of Voice Guidelines
Version 1.1
10.07.2015
Tone of voice guidelines
Contents 1
Introduction 2 About us 18
-- CIM’s tone of voice 3 -- Talking about CIM 19
-- CIM’s tone of voice (cont.) 4
Grammar, spelling and punctuation 20
Our values 5 -- Grammar and spelling 21
-- Our tone of voice 6 -- Punctuation 22
-- Our core brand values 7 -- Punctuation (cont.) 23
-- Our core brand values (cont.) 8
Our house style 24
Sounding like us 9 -- Acronyms and things... 25
-- Step by step 10 -- Acronyms and things... (cont.) 26
-- Step by step (cont.) 11
Contact 27
Examples 12
-- CPD submission 13
-- Webinar email 14
-- Assessment results email 15
-- Assessment results email 16
-- Cutting edge to Marketing Pulse 17
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Introduction
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Introduction Tone of voice guidelines
These guidelines are designed As with many tasks, writing can seem daunting if you’re left
to help CIM deliver a confident without guidance. But if you have something to say – and you
and consistent tone of voice. know the way in which it needs to be said – it isn’t as arduous
as it first appears.
Access more resources
www.cimbrandcentral.com We’ve put together this tone of voice document to aid and direct
you when writing any form of communication on behalf of CIM.
Feedback?
brand@cim.co.uk It’s essential that we maintain our personality and tone of voice
when talking to any audience – whether it’s across our social
media platforms or in our annual report.
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Introduction Tone of voice guidelines
But what does this mean for CIM? But our rebrand represents more than just a
creative remodel of our logo. It signifies a shift in
position, a shift in attitude, and an opportunity
to assist in producing the best – not only
for the marketing community – but for their
organisations and ultimately their customers.
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Our values
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Our values Tone of voice guidelines
—— Authoritative
—— Intelligent
—— Catalyst
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Our values Tone of voice guidelines
—— Authoritative —— Intelligent
We’re always authoritative in all we say. We know that our We’ve been acquiring and applying knowledge and skills since the
networks have an unrivalled breadth, depth and diversity – day we were founded. Today, we continue to share our wealth of
making us the world’s leading community of marketers – but unmatched ideas, insights and resources. And we’re able to tailor
we’re far from complacent. our actions and deeds in response to constant change.
When we divulge our opinions, we do so with credibility – not Our vocabulary is extensive, but we do not need to litter a
superiority. sentence with complicated words just to sound intelligent. We’re
meticulous in crafting clear, concise copy which conveys our
We’re confident in what we know, and what we know is intelligence – and never condescends.
marketing. We have an expansive view on its ever-changing remit
which we’re enthusiastic about sharing. We don’t confuse our audience with overly complex sentences.
Nor do we muddy our messages with unnecessary jargon.
We speak with authority, but we do not dictate. We are intelligent, but we are not complicated.
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Our values Tone of voice guidelines
We are proud of our rich history, but continually embrace change. We set the stage, but we do not monopolise the discussion.
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Sounding
like us
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Sounding like us Tone of voice guidelines
Step by step 10
1.
Take the time to choose your words carefully…
3.
Don’t overcomplicate the situation…
5.
Speak with confidence…
We don’t speak solely for the sake of hearing our With most forms of communication, readers We are the world’s largest community of
own voice. Saying anything just to be able to say have a wealth of available options in a varying marketers. And we’re aware of the extent of our
something is counterproductive and can easily number of formats. Copy and content that is reach and capabilities. But there is no place for
undermine our intelligence. difficult to follow will only succeed in deterring complacency in our writing (or any other form of
potential readers. Avoid jargon and draft clear communication).
It’s better to use 10 words that deliver an calls to action in everyday English.
impact than to labour over composing 100 that Take our heritage in your stride and be confident
go unread. So do your research. Select content If a single sentence becomes too complex, in our knowledge as an organisation, as well as
that will add value to your copy. And use your shorten it. A short sentence is still capable of your knowledge as an individual. Be direct with
words with purpose. evoking a formidable response. So don’t be your language and avoid using the passive.
misled. Longer sentences don’t automatically
Everything we say is worth being said. make us appear more intelligent We know our strengths. We know marketing.
2. 6.
Our copy is simple, not simplistic.
7.
Include the reader...
9.
Be honest…
Our members (whether current, past or We never lie. Communicate openly and treat the
potential) are human. And each individual is reader with respect. When we do something
equally important to us as a business. Use ‘you’ wrong, admit it. And when we have something
and ‘we’ in your writing to appeal to the reader to say, say it in plain English – without deceiving
on a personal level, and let them know that we our audience.
value their role in the organisation.
We’re straightforward and trustworthy.
Try reading your copy aloud to see how it sounds.
10.
If you think it comes across as cold and unfriendly,
address it to somebody you know. It should be
easier to inject a warm and friendly tone.
Put your thoughts on the page...
We see our members as individuals, not numbers.
It’s rare that we produce anything without fault
8.
in one draft. So don’t be disheartened if copy
doesn’t flow from your pen in perfect prose. Put
your thoughts on paper and fine tune them at a
Lead with the benefits… later stage.
Our writing demonstrates that we understand We constantly perfect and refine our ideas.
our members’ needs and deliver a range of
information and services that will benefit
them. Be clear and explain in simple terms the
advantage we’re offering.
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Examples Tone of voice guidelines
CPD submission 13
—— Old —— New
Submit your CPD record card Hi Jennifer,
Dear Jennifer, To make sure you get the recognition you deserve, your record
card needs to reach us by DD MONTH YYYY.
We need to receive your record card for 2011-12 by 31 July
2012 to reward you with the recognition you deserve. If you miss You’ll be awarded your evidence of development certificate and
out on this opportunity you will not receive your evidence of 1 of your 2 consecutive years towards Chartered Marketer status
development certificate and you could miss out on one of your once we’ve got everything we need; so remember to submit your
two consecutive years towards Chartered Marketer status. evidence with plenty of time.
Once you have completed your CPD record card with the As soon as you’re done, email your CPD record card and supporting
compulsory 35 hours of activities and supporting evidence, this evidence to ______ or send it via post to:
can be e-mailed or submitted by post:
Chartered CPD Programme
Chartered CPD Programme The Chartered Institute of Marketing
The Chartered Institute of Marketing Moor Hall
Moor Hall Cookham
Cookham Maidenhead
Maidenhead Berkshire
Berkshire SL6 9QH
SL6 9QH
Alternatively, you can complete your record card online.
Alternatively, complete you record card online.
Kind regards,
If you have already sent us your record of activity with the
necessary supporting evidence, please ignore this reminder - your Jennifer Stevens
submission is being processed. Head of Professional Development
Kind regards,
Jennifer Stevens MBS MCIM FInstCPD Chartered Marketer
Chartered CPD Programme Manager
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PS: If successful you will then receive your evidence of
development certificate - proof for potential employers, peers and Next Page
colleagues that you are professional and up to date.
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Examples Tone of voice guidelines
Webinar email 14
—— Old —— New
Hi Sandra, Hi Sandra,
Consumers today expect brands to deliver relevant experiences Put yourself back in your consumer shoes. What is it you expect
and fulfil their needs at every touch point. Therefore, it’s from brands?
important for marketers to manage and use the data that they
collect to deliver smarter marketing campaigns. To succeed, Like most consumers today, you probably expect brands to deliver
marketers must adopt a data-driven culture by breaking down relevant experiences and fulfil your needs at every touch point. So
organizational silos and learning to work seamlessly with IT and as a marketer, it’s important that you do exactly that.
analytics teams to drive innovation.
Using the data you collect effectively to deliver smarter marketing
Join our Views from the Top webinar, Want to boost business? campaigns is essential.
Conquer the data! with Accenture Digital’s Managing Director, Conor
To succeed, marketers must adopt a data-driven culture
McGovern, on Wednesday 29 April 2015 at 13:00 GMT to hear how
by breaking down organisational silos and learning to work
leading organizations are harnessing the power of analytics and
seamlessly with IT and analytics teams to drive innovation.
marketing economics thinking to drive high performance.
Join our Views from the Top webinar, ‘Want to boost business?
Save your spot now!
Conquer the data!’ with Accenture Digital’s Managing Director,
Conor McGovern, to hear how leading organisations are harnessing
the power of analytics to drive high performance.
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Examples Tone of voice guidelines
—— Old
Dear Knowledge Hub Now called Marketing Resources you need further clarification on what modules to book for this
Access the most comprehensive marketing portal, containing session, please contact your tutor before you book anything.
Thank you for your query regarding your unsuccessful thousands of market and company reports, top business journals
assessment result. and other reference materials to help you supplement your You need to login to ‘My CIM’ with your username and pass
answers. Available online: http://www.cim.co.uk/Resources/ word, and then click ‘Book Assessments’ and you will see all the
As the Awarding Body, we would like to reassure you that our ResourcesHome.aspx modules listed, so you can book and pay for the module you’re
stringent procedures have been created to ensure that all taking this session.
students are treated fairly and given every opportunity to gain Your one-stop Bookshop
the most marks available on their assessment papers. To ensure The list of recommended and core books for each module can be The March/April 2015 session will open up to students on Monday
that you have been given every chance to gain the highest marks, downloaded from the Learning Zone website. The books can be 1 December 2014 and the deadline to book online will be Friday 6
all results from 43% to 51% are double checked by our Senior viewed and ordered online at CIM shop. February 2015.
Examiners before the results are released to students.
Information and library services The June/July 2015 session will open up to students on Monday
Are you making full use of all the free study resources available to As a CIM member, you have access to free advice, discounted reference 16 March 2015 and the deadline to book online will be Friday 1
you on the CIM website? The Senior Examiners Reports may help material and a library service that could help with your studies. For May 2015.
you to identify areas where you may have been able to pick up more information please go to Information and Library Services.
more marks and achieve a higher grade. There is also the hints & The December 2015 session will open up to students on Monday
tips section on the CIM student area for further guidance. Feedback Service – this service opens up on Friday 28 November 17 August 2015 and the deadline to book online will be Friday 2
2014. October 2015.
The reports provide examples of answers than can be reasonably
written within the allocated time. The answers demonstrate In response to student requests for more detailed, contextualised I take this opportunity to wish you every success with your
what is required to achieve a good pass mark, unless otherwise feedback based on their scripts/assignments, we have two new forthcoming studies.
indicated in the comments. Remember when revising from these options to ensure peace of mind and to increase the student’s
examples that there are no right or wrong answers. The examiners chance of future success. Please note that the service is only
are looking for you to apply your own marketing knowledge and available to students who failed their September 2014 module
skills to the question set. These answers should be indicative of and students have until Friday 2 January 2015 to apply.
the contact and format that the examiners expect to see.
Feedback Service – please click on this link to apply: http://www.
Go to CIM Learning Zone to access the senior examiners reports cimlearningzone.co.uk/assessment/feedback-service
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Examples Tone of voice guidelines
—— New
Dear
You can still make full use of all the free study resources available
on our website. We’ve provided a range of Senior Examiners
Reports to help you identify areas where you may be able to pick
up more marks and achieve a higher grade. There is also our hints
& tips section on the CIM student area for further guidance.
As soon as you feel confident and ready, login to ‘My CIM’ with
your username and password, and then click ‘Book Assessments’
to rebook your assessment.
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Examples Tone of voice guidelines
—— Old —— New
View this e-mail in your browser
Cutting Edge:
Our weekly analysis of marketing news
Sainsbury’s ad - complaints but good metrics Earn CPD hours for reading the Hi Kate,
Sainsbury’s Christmas ad has resulted in 240 complaints to the Advertising Standards extended version of Cutting
Authority. The ad, which recounts the story of the 1914 Christmas Day truce Edge. In this edition of Marketing Pulse:
between British and German soldiers, has been described as “offensive” because it
uses war to promote a company. Yet the ad has scored well on metrics such as
engagement, originality, differential and engagement according to Waggener It’s an exciting time to be a marketer! From an explosion of channels and fragmentation of media, to new tools,
Edstrom’s Brand Agility Index. Sainsbury’s argues that it has worked closely with the technologies and ways of working; the marketing environment is evolving. Add in the rise of digital and social media,
Royal British Legion to get the ad right. and all of a sudden the old, linear ways of planning, executing and reviewing are no longer fit for purpose.
Marketing Week, 20 November 2014, p4 That's what we'll be exploring in this edition – how marketers can marry the rigour and discipline of campaign planning
with a more agile, iterative approach that embraces our real-time world. A world where there should be more to
Britain’s most popular food and drink integrated marketing communications than merely facts and figures. Learn how to move beyond the data and utilise
The best-selling food and drink products in Britain are alcohol, soft drinks and crisps
the power of storytelling with our Practical Insights webinar.
according to research commissioned by The Grocer. The list is headed up by
Smirnoff Red Label vodka with Walkers crisps in second place. Although white bread
has been in decline, white loaves from three major brands appeared in the top ten To make sure we’re prepared, we’ve reinvigorated the most important conversation in marketing today – how to adapt
products. The results may set alarm bells ringing among health campaigners. The our industry to meet the demands of the future, Marketing 2025.
figures were based on top-branded products in the grocery market excluding the
discounters. And we’re not only looking to the future, but celebrating the now with our Marketing Excellence awards 2015. Take a
look below to see how the evening unfolded.
The Grocer, 22 November 2014, p34
Digitisation
The digital transformation is leading both established businesses in traditional
industries and start-up businesses to compete in new ways as they respond to the
opportunities and threats deriving from digitisation. To achieve this, companies will
have to revisit their business models and identify new opportunities to create and
capture value. General Electric, which faced the threat of losing customers to non-
traditional competitors, has invested heavily in the “Industrial Internet” and is
evolving its business model. This has resulted in an additional $1.5 billion of
incremental income after just three years.
#PracticalInsights Initiatives Events
Harvard Business Review, November 2014, pp91-99 (Iansiti and Lakhani)
The Power of Storytelling, Marketing 2025 Marketing Excellence awards
Business model transformation webinar 2015
Business model innovation helps businesses to reinvent themselves and compete - 19 May, 13:00 GMT, Anthony
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Take a look at Simon from 02’s
better. Many businesses, such as Microsoft, GE, Google, Cisco and Apple are Tasgal, 'Insightment' and thoughts on the future of Digital.
transforming themselves from a product-based to a solution-based model. The
The cream of the marketing crop
'Trendstorming' expert We're going to champion and reward were out in force to celebrate
“Internet of Things” or the “Industrial Internet” is disrupting traditional business
models, which means that businesses have to adapt in order to survive. The the most forward-thinking marketers marketers at the frontline of their
Tasgal offers practical advice on how in the industry who help to predict
repercussions for strategic account management of business-model transformations business at the sixth annual CIM
to think, speak and present
are far-reaching. The author examines this in the context of the value-management
process (value creation, value quantification and value capture) and the implications information in stories not
and solve the challenges of the
future.
Marketing Excellence Awards.
__ Next Page
for strategic account managers. catalogues. __
Velocity, Vol 17(3) 2014, pp17-18 (Liozu) __
Read more
Join the conversation
For more topics, including visual metaphors in advertising and social Register now
selling, read the extended version of Cutting Edge.
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How we can help
Update your details | MyCIM | Help | Contact us | Feedback
About us
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About us Tone of voice guidelines
—— Our company name —— Our company description —— Using our corporate name
Generally speaking, we refer to ourselves as “For more than 100 years, CIM has been Always use the third person singular
‘CIM’. Without the ‘The’. But if we’re addressing supporting, representing and developing when writing about CIM.
an audience who has not heard of us, we marketers, teams, leaders and the profession
may refer to ourselves as ‘CIM (The Chartered as a whole. Our networks have an unrivalled Incorrect:
Institute of Marketing)’ at first mention to breadth, depth and diversity making this not CIM are the world’s largest
clarify our identity – using ‘CIM’ from then just the largest community of marketers, but community of marketers…
on. It is not necessary to use both forms in all one with impact. We’re independent, trusted
Correct:
circumstances. If in doubt, use CIM. and connected, with access to unmatched ideas,
CIM is the world’s largest
insights and resources to help marketers navigate
community of marketers…
from problem diagnosis to practical solutions.
Our vision is for marketing to be recognised for Incorrect:
playing a pivotal role in business, constantly CIM have been supporting…
harnessing, integrating and acting on collective
intelligence – and our role is to be the catalyst of Correct:
that. Find out more at www.cim.co.uk.” CIM has been supporting…
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Grammar,
spelling and
punctuation
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Grammar, spelling and punctuation Tone of voice guidelines
Example:
—— Prepositions You really have to watch him.
Explanation: You have to really watch him.*
Prepositions are usually used before nouns or To go boldly
pronouns to show their relationship to another To boldly go*
word in the sentence.
*(split infinitive)
Use:
Try to avoid beginning or ending a sentence with Note
a preposition. Though the debates for and against splitting
infinitives have continued for centuries, both are
If this leads to awkwardness then feel free to still widely used and accepted.
ignore it.
Prepositions:
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• For • By
• On • Of
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• At
• To Etc.
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Grammar, spelling and punctuation Tone of voice guidelines
Punctuation 22
Punctuation (cont.) 23
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Our house style Tone of voice guidelines
Incorrect:
The MEAs…
CIM’s CEO
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Our house style Tone of voice guidelines
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Contact
Creative Team
Redgrave Centre (upstairs)
Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
United Kingdom
W cim.co.uk