Fine tuning Rolls-Royce’s Tone of Voice
Achievable dos and don'ts for ease of use
The client
Rolls-Royce
The challenge
Rolls Royce Engineering were in the process of overhauling their brand guidelines and the new document had been through numerous iterations. However, the tone of voice section was still a little abstract and vague. For a company famed for its precision and excellence, this wouldn’t do.
The solution
We took a scythe to the verbose writing instructions and replaced them with simple, practical advice. Out went meaningless adjectives. In came realistic writing dos and don’ts that could be easily translated into real-world scenarios.
The writing
Be clear and concise
This means…
-
Avoid jargon
-
Explain technical terms in simple, plain language
-
Cut out any unnecessary words. Say we will rather than we aim to, it is our intention to or we are committed to.
The results
The final obstacle for concluding the brand guidelines project was removed, much to the delight of the agency – and the client.
The credits
Copywriting agency: Barnaby Benson Copywriting London
Tone of Voice edits: Barnaby Benson and Joe Richardson
Agency: Conran Design Group
Client: Rolls-Royce
