Fine tuning Rolls-Royce’s Tone of Voice
Achievable dos and don'ts for ease of use
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.
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.
Be clear and concise
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 final obstacle for concluding the brand guidelines project was removed, much to the delight of the agency – and the client.
Copywriting agency: Barnaby Benson Copywriting London
Tone of Voice edits: Barnaby Benson and Joe Richardson
Agency: Conran Design Group