Brand Guidelines
Introduction
Tone of Voice
Introduction
Tone of Voice
For guidance on how to apply our brand guidelines, or for design requests, please contact
marketing@fullcircl.com
marketing@fullcircl.com
All of our communications – online, at events, in print and in person should reflect our voice, which means speaking with confidence, emotion, clarity and always with empathy.
How we communicate...
Although we’re business-to-business, we’re speaking to humans and asking them to believe in our vision for how to transform their business.
That means having empathy for their personal challenges and the goals of their organisation, while confidently building a clear picture of how we can help solve their problems.
That means having empathy for their personal challenges and the goals of their organisation, while confidently building a clear picture of how we can help solve their problems.
…with Confidence
- Our goal is to tell the story behind every company and we absolutely believe that our technology makes this a reality.
- We want to inspire transformation in very well-established industries like banking and insurance, which requires bold ideas and challenging the status quo.
- Confident communication doesn’t mean we’re arrogant or preachy, but that we believe in what we say and aren’t afraid to back it up.
- Our language is bold and action-orientated, e.g. “Bank on faster value” or “Price with precision”.
…with Emotion
- People make decisions emotionally, not rationally. In B2B just as much as B2C. Our messaging is always emotion-led, for example rather than say “automate your onboarding”, ask “Are your customers waiting weeks for a decision?”.
- When we communicate, we should always be emphasising urgency – the industries we speak to are transforming quickly. Some companies will be left behind. We need to reflect this acceleration.
- We can be playful with language or somewhat provocative (“You should know better”) but avoid being ‘cheeky’ or ‘quirky’. We’re DueDil, not Innocent Smoothies.
- We want to celebrate the success of our clients – when we talk about them and the SMEs they are helping, they should be the heroes of the story.
…with Clarity
- We speak to a wide range of people in different industries which means we need to explain sometimes complex concepts (e.g. the DueDil Business Information Graph™️) in clear and simple terms. Using analogies, visuals and plain language to communicate effectively.
- Our writing style is professional, but not stiff. Imagine you’re writing an email a colleague, not a friend or stranger.
- Less is more. This doesn’t mean skipping details but being as concise as possible. Does the headline in an ad image contain more than 4 - 5 words? Does it need to? Our audience are looking for insight and solutions, they shouldn’t have to work to find them.
- Much of the time we’re painting a picture of the future for our audience – showing what their business could look like. This makes using citations and data to back up what we say even more important.
Writing style guide
DueDil. Not duedil or Duedil. DueDil.
Headings should be sentence case, "What will banks be doing in 2029?” not “What Will Banks Be Doing in 2029?”
Avoid overusing the D-word – ‘Data’ when talking about what DueDil offers. We provide company insights, company information, company intelligence, we’re not a data aggregator. When speaking broadly or about our solutions say ‘intelligence’ or ‘insights’. When it's specific use 'data'. e.g. "Business decisions are driven by intelligence", vs. "the data in their CRM".
Be aware of different terminology in different industries, e.g. customer sign-ups in insurance you’ll hear about “Quote and Buy” whereas in banking they will call it “onboarding”.
Make it about them, not us. Clients/prospects are the hero of their own story, so focus on what we can do for them, not what we do. In buttons, use first person wherever possible, e.g “Get my download” not “Get your download”.
UK first – Default spellings and terminology should be British. In pieces written by a specific author it’s fine to use their own vernacular, e.g. an article written by an American CEO can use Zs and American idioms.
DueDil vs. DueDil. Where possible try to differentiate between DueDil the company and our solutions. e.g. specifically mention the API or Web App if that’s what you’re referring to.
The B.I.G. The DueDil Business Information Graph™️ is a trademarked term, however we also refer to it as simply “the B.I.G.” and “the Business Information Graph” for the sake of space.
FinTech not fintech, Fintech or Fin Tech.
Insurtech not Insuretech
Avoid hyphenation unless two words can’t be combined e.g. ‘real’ and ‘time’, e.g.
onboarding not on-boarding
Ecosystems not eco-systems
real-time not real time
onboarding not on-boarding
Ecosystems not eco-systems
real-time not real time
Don't spell out numbers use figures to make them easier to read and more attention grabbing e.g. ‘8 million’, not ‘eight million’.
