Brand Voice Tone
The tone of our communication is shaped by our {tip title="Brand Character" content="is best described by imagining that McConnell Dowell was a person and you met them at a party... how would you describe them? That's our brand character.
We're engaging because we do lots of interesting types of projects across many parts of the world. So we've got lots of interesting stories to tell. We've also been around for over 60 years so clearly we're accomplished at what we do. And we're creative, happy to share tales of interesting solutions and ideas that we've developed over the years."} brand character {/tip}, which is Creative, Engaging and Accomplished.
To make our communications Engaging, so we use down to earth, simple, conversational language, with short sentences and limited acronyms.
We don't try and be too formal, unless it's a legal document. So we use 'The company', or even better, 'We' or 'Our team', instead of 'McConnell Dowell Constructors (Aust.) Ltd' or similar. And we're not afraid to inject a bit of humour in the right context.
If we're explaining specialist information to subject matter experts, then we get a bit more technical and serious. We keep really detailed technical write-ups for bids and conference papers.
When we’re communicating to engineers, which is often, we add stats and facts to round out the story. Engineers love proofs, so we include them when we can.
For our social media channels we tend to amplify the Creative side of our brand character, using descriptive language that paints a picture in the mind of our audience. Again, humour can play a part, as can emojis.
The last part of our brand character is Accomplished so we tell interesting stories about what we've achieved. But they’re always told through the lens of our purpose of “Providing a better life". We didn't just build a new road, we connected a community and made it a safer, quicker journey.
And finally, because we’re a collaborative bunch and value Working Together, our achievements are always by ‘our team and in partnership with our customers and the community’.
How and where do we use our Brand Voice?
Here's some examples of how our brand voice is used across our social media accounts, website and in our presentations.
Example LinkedIn Post - note the simple but engaging langage with a good mix of numbers and facts for the engineers, along with a little bit of descriptive humour. This post got really good engagement - on topic and told well.
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Example website copy - this is promoting our Employee Promise. The tone is creative and descriptive. The content is anchored on our 'Creating Better Together' theme.
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Example PowerPoint slide - Clean, simple, uncluttered design. The main heading is action-oriented and written in a way that brings our purpose to life through our accomplishments. Great picture too! This template is built into our standard PowerPoint pack - so use it.
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