Tone of voice

Voice

Our voice is our brand personality and who we are. This remains consistent across everything that we write.

Tone

The tone is how our voice flexes in specific scenarios and various platforms. 
Imagine our brand traits are on a slider. Everything we write has elements of these traits, but we can dial up and down the intensity so that our voice flexes accordingly for the situation.

Trust

Straight-talking
Inclusive

is a company you can trust

easy to deal with

Standout

Optimistic 
Gutsy

stands out from other energy companies

does more for its customers

This is a core principle for UX writing. The ask with UX writing is ‘how can we support the user to perform their desired action as quickly and simply as possible?’. 
Simple, clear interactions build trust and loyalty. Inclusivity is a natural outcome of straight-talking content. This makes sure we’re always unpretentious and never self-important. When we’re straight-talking, it also makes space for us to be accessible. 
Our content accessibility guidelines outline the accessibility standards we need to stick to. 

 

Examples of tone flex

Debt collection comms are straight-talking and inclusive. We wouldn’t ever use our optimistic or gutsy characteristics here.

For our internal events like summer roadshows, we’re at our most optimistic. We’re sharing the excitement in coming together as a team.

Our brand advertising dials up our gutsy and optimistic pillars – to reach people.

Highly sensitive

 

Like debt comms or financial support online journeys or our Direct Debit calculator

Our default position

(when it comes to energy)

Like help content, the customer account experience or 2 hours heat reward

Sensitivity is just considered

 

Like social media or brand advertising