Tone of voice principles

Tone of voice – principle 1

Communicate with confidence

Barking Riverside has a confident vision for its future due to our strong belief that the natural assets here at Riverside speak for themselves. Therefore, Barking Riverside communicates in a self-assured and deliberate manner. We believe great things have already happened here, are still happening now and that the best is yet to come.

What this means for our language

Do

Demonstrate our confidence and assuredness through direct and positive words and sentences.

Make the point quickly, linking facts, features and benefits rationally and persuasively.

Use active sentences, not passive; ‘we recommend’ not ‘it is recommended that’. The active is quicker and easier to read and sounds more confident.

Be confident and authoritative, but not arrogant or lofty.

Take the lead. Be open and upfront about problems as well as successes.

Don’t

Get carried away and use overly emotive or grandiose language.

Use industry and marketing hype, cliché and jargon. It makes us less unique.

Overwhelm with excessive facts. We know what we are saying.

Overexaggerate or overpromise. It undermines our credibility.

Go on. Less is more.

Never make claims or use superlatives that can’t be backed up by fact.

Tone of voice – principle 2

Communicate clearly

Like the people who have lived at Riverside both then and now, Barking Riverside is pragmatic and honest. That is why we are direct and transparent in our communications. We do not confuse the message, hide behind language or speak in jargon. We speak in a human, non-corporate way, using plain English to avoid confusion.

What this means for our language

Do

Use natural and everyday language, so it’s ‘find out’ not ‘ascertain’ and ‘buy’ not ‘acquire’.

Use simple, well organised sentences. And remember, simple doesn’t mean simplistic.

Be precise. Using words sparingly is more effective and better to read.

Make it clear what you want people to do. Wherever possible and relevant, include a call to action or an invitation to respond.

Use a good range of adjectives to describe the advantages and benefits. But use them sparingly – one energises a sentence, too many slows it down.

Don’t

Overexplain. If it’s not clear the first time, rewrite rather than add.

Use industry jargon or overuse terminology such as ‘sustainable’ or ‘placemaking’ as it devalues their meaning and dilutes the message.

Try to find alternative words or phrases that explain the meaning in a fresh and relevant way.

Use unnecessary detail or verbal padding like ‘therefore’ or ‘in the meantime’.

Over punctuate. Too much confuses.

Start sentences with negatives like ‘maybe’, ‘possibly’, ‘perhaps’.

Tone of voice – principle 3

Communicate with empathy

Barking Riverside is inspired by the human connections and universal perspectives we encounter on a daily basis. We are welcoming, inclusive and talk about partnership and collaboration. This is why we communicate with empathy, understanding and an openness to new ideas and perspectives.

What this means for our language

Do

Write like a person, not a company. Where relevant, use positivity and emotion.

Put yourself in the other person’s shoes and try to understand their point of view.

Show an interest in their thoughts and concerns, demonstrating your willingness to be open, understand and help.

Share your thoughts and feelings. It helps the reader understand your perspective and respond positively.

Be warm, conversational and involving. Use ‘we’ and ‘yours’ as much as ‘ours’ and ‘theirs’. Avoid ‘it’ and ‘them’.

Know our business and share it in a balanced and open way, making us both reliable and persuasive.

Use open questions to create an affinity with your audience. A touch of humour helps us connect.

Don’t

Overpromise or make claims we can’t deliver. Empathy is as much about actions as it is words.

Diminish or ignore the other person’s feelings or concerns. Where there is no agreement, take time to explain, with clarity and feeling, your position, whilst acknowledging theirs.

Be too formal, or too casual, overfamiliar or unprofessional. We’re friendly and informed, not everyone’s best friend.

Assume what people know. Find out what they want to know, then tell them that.

Use bland descriptions. Where possible, use a fresh and apt metaphor, telling examples, or real stories that help bring your point to life.

Our visual identity

Our visual identity