Words are powerful. They have the capacity to evoke a wide range of emotions in customers, such as happiness, sadness, anger, or excitement. Words create vivid images in the minds of readers and can significantly influence their behaviour. In branding, the deliberate selection of words is crucial for creating a connection with consumers. By choosing the right words, brands can evoke emotions, form positive associations, and build trust with their audience.

Word Choice

Avoiding Abbreviations and Acronyms

• Refrain from using abbreviations and acronyms whenever possible. They can make your writing difficult to understand and less accessible, especially for younger audiences.
• Always write words in full to ensure clarity and inclusivity in your communication.

Define abbreviations

• If abbreviations or acronyms must be used, define them the first time they appear in your text. This helps readers understand their meaning and improves overall comprehension.

Latin Abbreviations

As George Orwell once said, “Why would you use a foreign word when a native equivalent exists?” To keep our language clear and accessible, avoid using Latin abbreviations. Here are some alternatives:

• Instead of using “etc.”, use “and others.”
• Instead of using “e.g.”, use “for example” or “such as.”
• Instead of using “i.e.”, use “meaning” or “in other words.” If you find yourself needing to use “i.e.,” consider rephrasing your sentence for clarity.

Tone and Style

Consistency is Key

• Maintain a consistent tone and style across all communication channels to ensure brand coherence. This includes using the same voice, terminology, and writing style in all documents, advertisements, and digital content.

Use Positive Language

• Frame your messages in a positive manner. Instead of highlighting what cannot be done, focus on what can be achieved. Positive language inspires and motivates.

Be Clear and Concise

• Clarity and brevity are essential. Avoid jargon and complex sentences. Aim for simplicity to ensure your message is easily understood by a wide audience.

Engage Emotionally

• Use emotive language to create a connection with your audience. Words that evoke feelings such as joy, trust, and excitement can strengthen your brand’s relationship with customers.

Know Your Audience

• For our younger audience (11-24 year olds), use language that is relatable and engaging. Avoid overly formal or complicated words.
• For parents, while maintaining a friendly tone, ensure that the content is informative and respectful. Balance relatability with professionalism.

Appropriate Formality

• Adjust your level of formality based on the context. For official documents and formal communications, maintain a professional tone.
• For social media, blog posts, and other informal communications, a relaxed and friendly tone is appropriate. However, always stay respectful and considerate.

Inclusive Language

Embrace Diversity

• Use inclusive language that respects and acknowledges diversity. Avoid stereotypes, and ensure your language is free from bias related to gender, race, age, disability, or any other characteristic.

Use Gender-Neutral Terms

• When possible, opt for gender-neutral terms to promote equality and inclusivity. For example, use “they” instead of “he” or “she” and “chairperson” instead of “chairman.”

Grammar and Punctuation

Proper Use of Punctuation

• Correct punctuation is essential for clarity. Ensure that commas, periods, question marks, and other punctuation marks are used appropriately to avoid ambiguity.

Active Voice

• Use the active voice rather than the passive voice to make your writing more direct and vigorous. Active sentences are usually clearer and more engaging.

Proofreading

Review and Edit

• Please always review and edit your work to make sure you find errors and improve readability. Proofreading helps ensure your communication is professional and polished.

Peer Review

• Consider having another team member review your work. A fresh pair of eyes can often spot mistakes you may have missed and provide valuable feedback.

Branding and Capitalisation

Official Name

• The official name of our organisation is “National Society for Education Mentoring and Media.”
• Always capitalise the first letter of each major word to maintain proper noun capitalisation.

Abbreviation

• The abbreviation for our organisation is “NSEMM.” Always use the definite article “the” before the abbreviation to read as “The NSEMM.”
• Define the abbreviation upon first use in any document or communication. For example, “The National Society for Education Mentoring and Media (The NSEMM) is committed to…”

Consistent Use

• Ensure consistent use of the official name and abbreviation across all platforms and documents to maintain brand integrity. Avoid creating alternative abbreviations or nicknames.