Brand Guidelines

Brand voice is how we use language to convey Banner’s purpose and intentions, stand out in the marketplace, and make a meaningful connection with our audiences (in particular, Sofia). Taken all together, brand voice is what we choose to communicate and how we communicate it.

Our Brand Voice Principles are:

Principle 1: Be clear
Get to the point Use simple terms Be thorough, give complete info Establish a logical sequence Take time to explain Identify next steps to be taken

Principle 2: Be genuine
Use everyday language Show that we care Speak to emotions and intellect Build interest into the material Acknowledge what Sofia is likely to be feeling

Principle 3: Be warm
Be friendly Relate in a human way Sound like a real person Fit tone to channel; e.g., social media can be more informal Strike an upbeat tone

Principle 4: Be in the supporting role
Address Sofia directly with “you” Ask questions and give answers Provide options where possible Leave decisions to Sofia Present all relevant considerations Highlight trade-offs, including pros and cons

Principle 5: Be in context
Address health in all its aspects Be considerate of Sofia’s time Show how much we can do Connect health to the rest of life Highlight what’s valuable about us Highlight how we always advance

To view a list of ‘Do’s’ and ‘Don’ts’ and before-and-after examples, refer to our detailed Brand Voice and Writing Guide.