Identity
In the context of these guidelines, Elia Group’s identity and desired reputation can be described as:
Elia Group's discourse is characterized by:
- Clarity: Ensuring messages are easy to understand.
- Consistency: Maintaining a uniform style and tone across all communications.
- Continuity: Evolving over time while staying true to core values.
Voice
Elia Group's voice should embody trustworthiness, high performance, forward-looking perspectives, and a commitment to societal interests across its spectrum of tones.
Elia Group’s voice can be defined by five main characteristics:
Trustworthy and transparent
Use clear, honest, and straightforward language to build trust and credibility.
High-performing and competent
Highlight expertise and technical know-how, using precise and professional language.
Forward-looking and innovative
Emphasize innovation and future-oriented thinking with optimistic and visionary language.
Dependable and collaborative
Foster a sense of reliability and partnership through supportive and inclusive language.
Societal and pedagogical
Communicate the company's role in society and its educational mission with approachable and informative language.
Elia Group’s voice always embodies the 5 characteristics listed above, regardless of tone variation.
Tone
How to choose the right tone of voice?
Elia Group's tone of voice will vary according to the specific context, audience, medium, content, and other criteria, but will always align with the brand’s identity and voice.
While you can (and should) follow these Content Guidelines, we are developing specific tone variation guidance, including a practical process to help finetune tone according to your particular audience.