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Our voice, tone and style

Think of WMP’s voice and tone just as you would your own. Voice is how we show our personality in spoken form. It never changes. Our tone changes depending on who we’re talking to, where and what about.

A consistent voice builds a rapport with our audience, creates conversation and builds trust.

Voice

Our voice is:

  • approachable
  • honest and fair
  • confident and responsible
  • professional but always human
  • kind, caring and empathetic
  • proud and passionate

Voice is our personality spoken, it never changes.

Tone

We always have our audience in mind when we write. We picture their situation and reality they live in. That’s why our tone changes depending on who we’re talking to.

Very formalOur tone of
voice is here
Very Informal
1. Commence2. Begin3. Start4. Kick off5. Get cracking

Remember to:

  • put people first
  • think about the reader every time
  • motivate people into action with our passion
  • trust people
  • make people feel supported
  • be aware of the reality in which people live

With every piece of content we produce, we want to:

  • Inform. People value what we do. It’s our responsibility to share with them our work to keep them safe.
  • Motivate. People want to get involved in our work. Sometimes it’s unclear how people can help – so we motivate people to us achieve our mission and get involved.

Keep these words in mind when creating communications. It’ll help to maintain a distinct tone of voice and ensure our personality shines through.

Style

Style is our grammar, format and style rules that make us accessible and inclusive.

It’s important to stick to our style. Each guideline written below is based on user testing and research by .GOV.UK and Corporate Communications.

You can find a detailed guide of spelling and grammar rules in the A-Z style guide.

Accessibility

Active voice. Positive mind set.

Address the user and use ‘we’

Plain English

Reading age and readability

Short, concise and to the point

Structure and headers

Use descriptive links and URLs

Avoid using