Our narrative, attributes and tone of voice
Our brand narrative is how we articulate who we are, what we do, why we do it and how we are different.
It makes explaining who De La Rue is clear and consistent. The narrative brings together our purpose, vision and mission in a compelling and clear way. It reflects our passion for building strong economies and thriving societies and our focus on invention and reinvention.
As we continue to build and strengthen our brand, our narrative sits at the heart of that journey. You can use the brand narrative as a reference point for developing further messaging and brand marketing communications material.
The personality of our brand
Our attributes guide how we express ourselves in our communications – visually and verbally. They are key to shaping our tone of voice and our visual identity and are fundamental to how we wish to be perceived as a business. In our brand communications we should always reflect our four brand attributes; warm, progressive, expert and passionate.
Our tone of voice
Our brand attributes have been shaped into tone of voice principles to help us build a consistent and compelling brand voice. It is fundamental to how we engage our audiences and how we build a strong a trusted brand.
- We bring warmth to our words – we’re people, not robots
- We take opportunities in our communications to face the future, offering fresh insights and analysis that affirm our influence and visionary leadership
- As an industry leader, we know what we’re talking about. We highlight accomplishments
- We take opportunities to demonstrate our passion and enthusiasm for our industry and for solving our customers’ challenges
- We’re engaging and positive
- We make sure our passion is balanced with clarity by demonstrating actions and outcomes. We showcase our creativity and thinking and how we’ve made a difference to our customers
Whenever we communicate, the overall impression should be a combination of these attributes. The explanations of each attribute are there to provide a deeper understanding and act as a guide when developing communications.