Voice and tone
Voice and tone are essential parts of communication. They play a crucial role in building identity and trust.
Voice is how we show who we are and is consistent across our products and services.
Tone adapts to the channel and user need.
Our voice
Our voice is:
- clear
- simple
- concise
- human
Using this voice consistently across our products and services is one of the ways we demonstrate the our value of building trust with residents.
Tone
Unlike voice, tone can change. We adapt it all the time in spoken communication, for example using a softer tone with children or a more formal tone with our manager.
It will still be recognisable as us through the use of our voice, but it will suit the user need and channel.
For example, when you:
- apply for a service, we use a direct tone that focuses on tasks and action rather than explanation, for example, 'You must send us evidence to support your claim'
- need support advice, we use a conversational but professional tone which is informal (but not over familiar), polite and helpful, for example 'If you need support, you can contact us by...'