BRAND VOICE
Characteristics of our writing
Our writing is :
Concise
Our writing should be brief while remaining comprehensive . Our goal is to distill information to make complex topics and research accessible and digestible for all our audiences . We focus on keeping our writing jargon-free .
Distinct
We want our writing to be distinct . Avoid overusing tired terms or cliches , such as “ groundbreaking ,” “ innovative ” and “ pioneering ” when talking about research , for example . We want to celebrate what makes Children ’ s Colorado unique with our writing and highlight the strengths that set us apart . Our brand shines through best when we bring creativity , new ideas , storytelling and imagery into our writing .
Trustworthy and reputable
Accuracy is our top priority . Our reputation as a trustworthy source of information for children ’ s health topics is an essential part of our brand . That ’ s why our writing should always be evidence-based , well-researched and accurate . We want all our audiences , especially families and caregivers , to have confidence that our writing is rooted in facts and backed by science .
Consistent
Consistency in our brand guidelines and writing style is what makes our Children ’ s Colorado brand strong . Using our “ Rules of Usage ” guidelines appropriately and consistently through all our projects helps us deliver reliable content to bolster our reputation with our audiences .
Inclusive
Our diversity , health equity and inclusion work is ingrained in every aspect of what we do , and it is imperative that our writing is thoughtful and considerate of all facets of the human experience . We allow for nuances in our writing that acknowledge the intersectionality of our identities and experiences . We all bring unconscious biases to our work , so we must be intentional about approaching our writing through multiple lenses , not through our experiences alone . As the world around us adapts and evolves , we want to remain mindful of current , changing guidelines around sensitive topics .
Brand Guidelines 2024-08 21