Much like when we speak, in written communications it is not only the words we use that are important, how we use them also makes a big difference.

More and more organisations are paying attention to the role language plays in their brand communications. For example, we recently worked with top design agency, Black Sun, to develop detailed tone of voice guidelines for Tullow Oil.

The power of words is undeniable. By using the right words a brand’s purpose is defined and instilled in the audience’s mind, reaffirming the messages your design says, but also with the potential to say much more.

However, if a company’s use of language is not consistent, the audience will easily become confused and the brand will no longer seem authentic. As much as changing the McDonald’s logo colours to blue and orange would make many consumers think twice, so too would a difference in tone of voice. It’s another way of allowing the consumer to recognise the brand, and an extremely important part of reassuring them of their expectations.

That’s why so many companies are turning to tone of voice revisions, company guidelines and training to help constrain the messages that they are sending out and to keep them consistent with the desired brand identity.

It’s definitely worth a moment’s thought. Transmitting identity, attitudes and values throughout your organisation is important, but encouraging and training employees to then communicate these to clients through all communications is vital to making those efforts go the further mile and reach the consumer without undergoing a round of Chinese whispers first.

If you would like to speak to us about your tone of voice please call Harriette Hobbs on 0117 9371 383 or email harriette@strattoncraig.co.uk.

• Approximately 100,000 school leavers (16%) leave school every year unable to read, write and spell adequately for the demands of daily life

• 20% of adults fail to attain the literacy level expected of an 11 year old

We’re sure you’ll agree that figures like these are surprising, and really quite frustrating. Back in 2007 the BBC reported that although £500m had been spent on literacy schemes, the results were relatively small. Standards of reading remained relatively the same over a long period of time – since as early as the 1950s.

We recently met with Christopher Mulvey, a trustee of The English Project. The study aims to enhance both awareness and understanding of the story of the English language – including its history, the present and the future. The project is gaining momentum, with events, activities, debates, educational initiatives and surveys all forming part of the project – the long-term aspect of the project will be a visitor attraction in Winchester.

We’re really excited about the work of the English Project; through promoting and celebrating our language alongside the research and important implications of the project, we feel it has great potential to make a positive impact on standards of language, literacy and communication in schools, businesses and social circles.

On the 13^th October, the English Project and its supporters are encouraging us all to celebrate our language with the first ever English Language Day. They will be holding a number of events and there are many ways to get involved – from simply submitting your ‘kitchen table lingo’ or running an event through your company. You can visit http://ow.ly/2fz9s to find out about joining the celebrations.

Whilst the economy is in the midst of what everyone hopes is a recovery from the recession, with this comes inevitable change for us all. Some firms have ridden the wave and now need to ensure they are safeguarded against re-emerging competitors whilst others have been severely hit, with redundancies, loss of profit and tight budgets all part and parcel of the situation.

Either way, companies in any position need to ensure that their employees are engaged and motivated to ensure that change does indeed bring recovery. We thought we’d share  some essential tips that all companies should take note of.

• Never forget that communication is a two-way process. Listening is one of the most important parts of communication. Ensure you capture employee feedback about developments in the firm. It’s important that you act on this feedback too; employees need to be assured that their opinions are heard.
• Coherence between your internal and external comms is a must. There needs to be a clear fit between what you are telling your employees and what you are telling your customers, shareholders and the general public. In turn, this will reflect on what the media is telling everyone too.
• Tone is important, and timing? Crucial. Think about your message. Are you celebrating a new project win or talking about an important technical change? Ensure that the tone is right for the message otherwise employees may find it hard to judge the nature of the situation. Getting the message across at the right time is key to ensuring it is received in the best way possible.
• Consistency is vital in all communications. Including those with members of your organisation. Ensure that your communications are always on brand and that if you commit to a particular style or channel, you stick to it.
• What’s in it for me? This is the question that is on any audience’s mind, especially the internal audience. Remember this and ensure you explain the benefits (however long term they may be) clearly and confidently.
• Internal communications is not an option. It really is a mandatory part of any communications strategy. So, much like your marketing and advertising, plan it and budget for it – you’ll soon be reaping the benefits!

If you’d like to speak to us about your internal comms and how we can help call us on 0117 9371 383 or email harriette@strattoncraig.co.uk.

It seems you can’t read the news anymore without realising that language is changing at an accelerated rate thanks to the ease with which people can visit other countries, chat on their mobile phones and, of course, use the internet.

Certainly the rate of change seems much faster than it was, for example, two hundred years ago, but in business, the use of ‘text speak’ will at best seem that you are trying, unsuccessfully, to be ‘down with the kids’, at worst it will make you seem hopelessly unprofessional.

It’s no secret that you modify your language according to who you’re speaking to; you may describe the weekend’s events differently depending on whether you’re talking to friends or your mother. However, we still see businesses everywhere who don’t apply this to their written communication. A business communicating without a clear language strategy is like being spoken to by your father, your best friend and everyone in between, all at once. It just doesn’t work.

Stratton Craig draws on a team of writers with a broad range of experience, which means we can help craft a language that defines a business and clearly communicates to its audiences. We’re excited by all the new things that seem to be happening to language, but we recognise that there is a time and a place for rigid structures and exactly the right words chosen for your specific industry.

If you’d like to discuss using the appropriate language for your business, please call Harriette on 0117 937 1383 or email harriette@strattoncraig.co.uk.

After finishing university, I thought my learning days were behind me. But now, after spending two weeks at Stratton Craig on a work placement, I’ve realised that nothing could be further from the truth. The following is a list of the top 5 most valuable things that I’ve learnt while working at Stratton Craig:

1. Writing copy isn’t as easy as it looks. In fact, the easier it looks, the harder it was to write. Guaranteed.
2. The world of copywriting is fast-paced. At Stratton Craig, phones are ringing, emails are being sent and copy is being written constantly.
3. Selling is more about listening than it is about talking. I didn’t really understand this one at first: how can you sell without talking? The real question is: how can you sell without knowing who you’re selling to?
4. It’s a cliché, but no two days at Stratton Craig are the same. A business will always need words, meaning you never know who’s going to be on the line when you pick up the phone.
5. The plural of octopus is octopodes, not octopi. This is because it’s based on the word’s Greek root, not the Latin one, according to the OED Online. However, dropping ‘octopodes’ into casual conversation, or any conversation for that matter, will get you some funny looks!

All things considered, it’s been a pretty amazing two weeks, and I’ve learnt so much. This post could easily be titled ’50 Things learnt’. If you’d like to discuss work experience or internship opportunities, please email Harriette at harriette@strattoncraig.co.uk.

Matt Stephens

PS – I’m also now a dab hand at making tea!