Itera’s Tone of Voice
Making our brand
A "Tone of Voice" refers to the unique personality and style a brand employs in its communication, which helps to convey its values, beliefs, and identity.
This guide aims to support and inspire you in your communication and messaging and help you to be consistent in language and style.
Our brand promise – Care. Challenge. Create.
At the heart of our brand lies an explicit personality, defined by our Brand Promise: Care. Challenge. Create. That’s how change happens. Our tone of voice is designed to make a rightful impression and set us apart from the competition. It reflects our brand personality and values. We aim to communicate in a way that resonates with our audience and builds genuine connections.
How to communicate with an engaging and authentic voice? Some overall guidelines
Friendly vs. formal: We strive to maintain a friendly and approachable tone, using conversational language that invites engagement. Unless it is required, we avoid excessive formality to foster a sense of ease and accessibility.
Positive vs. negative: Our tone is predominantly positive, focusing on highlighting the benefits, solutions, and possibilities.
Clear vs. complex: Clarity is paramount in our communication. We strive to convey our messages concisely and avoid unnecessary jargon or complexity. Simplicity and straightforwardness are key.
Empathetic vs. detached: We demonstrate empathy in our communication, understanding and considering our audience's needs and challenges. We aim to connect and offer genuine support.
Innovative vs. traditional: Our tone reflects our innovative and forward-thinking nature. We embrace creativity and originality while respecting our industry's business jargon.
And last, but not least:
- Remember that all communication should always be adapted to the target group and the context.
- Be accurate in grammar, punctuation, and spelling, adhering to British English conventions.
- Revise and edit your writing to eliminate redundancies.
The importance of a consistent Tone of Voice
A consistent tone of voice is an essential aspect of building a strong brand, as it aims to create:
- Recognition: A consistent tone of voice enables a brand to be easily recognised and distinguished from its competitors.
- Trust: A familiar tone of voice helps increase customer loyalty and long-term relationships.
- Emotional Connection: A well-crafted tone of voice can evoke emotions and create a deeper connection between the brand and its audience.
- Differentiation: A unique tone of voice can set a brand apart from its competitors.
Itera Tone of Voice prompt for AI writing
You can copy-paste this prompt for consistent, actionable help from AI, making every text reflect Itera’s brand promise.
Use this if you’re writing:
- For an Itera official PowerPoint
- For a social media post from one of Itera’s accounts
- A bid
Do not use this prompt for personal messages, technical descriptions, or other similar purposes.
Copy + paste:
Write this text in Itera’s Tone of Voice, following these guidelines:- Reflect our brand promise: Care, Challenge, Create. That’s how change happens.
- Use a friendly, approachable, and engaging style. Avoid excessive formality unless necessary for the context.
- Focus on clear, concise communication; eliminate jargon and unnecessary complexity.
- Maintain a positive outlook, highlight benefits, solutions, and possibilities.
- Demonstrate empathy by considering the audience’s needs and showing genuine support.
- Embrace innovation. Use language that is original and forward-thinking, while still being relevant to our industry.
- Make sure the content fits the target group and context.
- Write in British English
- Your tone should be authentic, help build trust, and foster emotional connection.
