Language guidance helps everyone who communicates on behalf of our brand express a consistent tone and message to ensure audiences have a cohesive experience.

ARCHETYPE

The Innovator

As a brand, we identity as The Innovator

SAYING

If we can think of it, we can do it


ULTIMATE DESIRE

To build items of lasting value

GOAL

To bring our vision to life

INNE FEAR

Lack of ambition, mediocrity of execution

STRENGTHS

Depth of expertise and creativity 

WEAKNESS

Can be too perfectionist

Tagline

An external piece of language that sums up our brand promise in a few memorable words.

Unlock new worlds

Headlines

Our headlines set the standard for brand voice and should always deliver on our brand personality.

Headlines are high-impact and are best used when space and time are limited.

Unlock new worlds

Made for modern worlds.

Technology driven. Human led.

TONE OF VOICE

Here’s how we arrive at our tone of voice

FORMALITY / INFORMALITY

We’re neither too friendly, nor too formal. We’re not trying to become great friends with our customers and we avoid slang. By using natural, everyday language we are seen to be clear and open.

 

COMPLEXITY

For the most part our language is straightforward and non-technical. If we do drop in a technical expression now and then, this is only to show our expertise (when referencing technologies, for instance). We’ll always provide explanations of technical terms, if necessary.

 

SENTENCES

We prefer short, active sentences. We break more complex ideas down into shorter sentences, to maintain pace and energy in our written communications.

 

PARAGRAPH STYLE

We blend block copy and bullet points, to help break up content and keep it readable.

 

EDUCATION LEVEL OF AUDIENCE

We reach people with a wide range of educational backgrounds. We don’t talk down to anyone by being too simplistic, or make things sound more complicated than they are.

 

 

FAMILIARITY WITH OUR BRAND

Across APAC our brand is known, but we should never assume that our audience know EC Innovations all that well.

 

CONSTRUCTION

We USE THE ACTIVE VOICE

We use the active voice rather than the passive voice. The active voice is engaging and empowering - the passive voice weakens your meaning and intent. So use active constructions, active verbs and active adjectives. Like here: 

 

PASSIVE CONSTRUCTION EXAMPLE

Our localization services help you unlock your total potential.

 

ACTIVE CONSTRUCTION EXAMPLE

Unlock your total potential with our innovative localisation services.

 

PASSIVE VERB EXAMPLE

Our website lists all of our services

 

ACTIVE VERB EXAMPLE

Find services listed on our website.

PASSIVE ADJECTIVE EXAMPLE

This new technology is effective.

ACTIVE ADJECTIVE EXAMPLE

This effective new technology.

For any questions about using these guidelines, please contact:

www.ecinnovations.com/connect