Tone of voice is an important part of our brand. How we talk reflects our values, the relationship we would like with people and how we would like them to feel. Speaking in a consistent way helps build familiarity, confidence and trust.
Tone should be a balance between:
- warm, positive, reassuring, professional, kind
- passion and pride
- capturing the positive attitude of our staff
- ambition and commitment – looking ahead to the future and always striving to improve and serve people’s needs better.