McCarthy’s voice and vocabulary are as important as our symbols. The tone we choose and the words we select — when used effectively — reinforce and support our brand. Keep this in mind whether you’re writing a news release, advertisement, social media post, presentation, email to your project team or a project proposal.
Voice refers to the personality and tone of a message. Each interaction with McCarthy has the potential to build an emotional connection with our clients, industry partners and employees, strengthen our presence in the community and express the personality of our company — or conversely, detract from these. A consistent brand voice is the cornerstone of a recognizable and impactful brand identity, reinforcing our commitment to excellence in every communication.
Our tone of voice, or how we sound, aligns with our core values and should communicate that we are accountable, cooperative, relatable and transparent. We are focused on our clients and employees having a great experience.
DOs
- Do use the strategic map as a reference, but don’t use that language verbatim in external messaging.
- Do use clear and concise language to say what you mean, remembering our voice and vocabulary.
- Do adapt the voice and language to suit different platforms and contexts. Consider the communication channel (print, social, trade publications, spoken) and adjust to make the greatest impact.
- Do tailor your message to your target audience to resonate with them. Consider their preferences, needs and communication styles.
DON’Ts
- Don’t overload your message with trendy buzzwords. While some may be relevant, using too many can make your messaging seem insincere.
- Don’t use jargon or complex language that may confuse your audience.
