Voice Checklist | Brand Guides

It is important for us to reflect Chapman’s voice accurately to give our messages greater credibility. Through the words we choose and how we choose them, we can maintain a consistent tone in crafting a story that feels personal and real. For this reason, here is a checklist you can use to ensure your messages are an accurate reflection of the Chapman voice:

  1. Make it Powerful
    • Use bold, direct statements to capture attention. Get to the point as quickly as possible.
  2. Make it Personal
    • Use first-person plural and second-person pronouns (“we” or “us” and “you,”where appropriate). It engages your reader in a direct, human way.
  3. Make it Clear
    • Every communication won’t contain every detail, so focus on what’s important.
  4. Make it Relevant
    • Consult your core messaging when creating communications, and look for places to include those key ideas.
  5. Make it Worthwhile
    • Give your reader a reason to care. Lead with audience-specific benefits (what they get) and back them up with our brand attributes (what we offer).
  6. Make it True
    • Back statements with proof points. Share real, honest stories of the work we’re doing.
  7. Make it Readable
    • Vary the cadence within communications. Mix short sentences with longer ones to avoid falling into a rut. Check for rhythm and flow by reading passages aloud.
  8. Make Headlines Work Harder
    • A headline should be more than just the name of the thing we’re talking about. Make sure it’s interesting and informative.
  9. Make it Relatable
    • We write like we speak, but we align that with our brand personality. Used judiciously, contractions and sentence fragments add personality to communications.
  10. Make it Complete
    • Avoid the use of ellipses in headlines. Instead, present a full and complete thought, and connect it to another complete thought in the body copy.
  11. Make it Human
    • Tell a story that people will want to listen to. Stats and fast facts are great support points, but should not lead our communications.

 

If you have further questions about the brand and how to use it, please reach out to your SMC Strategist and Project Manager.


Go to: Getting Started: Branding Guidelines