Brand Guidelines

We’ve put together some guidance to help you speak as the brand whatever medium we’re operating in.

Developing a distinctive and consistent tone of voice for all of its communications is vital to the success to any brand.

What follows is a guide to the Codeweavers tone of voice which should be applied every time we speak as a brand whatever medium we’re operating in, from our website and internal signage through emails and even client presentations.

Of course we’re a company speaking to client, or potential client, companies. But that doesn’t mean that we should speak in a formal, corporate tone. After all, we’re humans talking to other human beings.

Which means...
We should speak in a style that’s engaging and conversational not stiff and formal.

One example is that we should always use ‘we’re’ and ‘they’re’ not ‘we are’ and ‘they are’.

Secondly, speaking in jargon, with long words and convoluted constructions, impresses no one. 



• Instead of ‘core competency’ say ‘what we’re good at’.
• Replace ‘think outside the box’ with ‘be creative’.
• Use ‘Improve’ instead of ‘take to the next level’.
• ‘Capacity’ instead of ‘bandwidth’.
• Simply ‘planning’ instead of ‘forward planning’. That ‘forward’ is not big and it’s not clever!
• ‘Check out’ instead of ‘run up the flagpole’.
• ‘Recruiting’ instead of ‘onboarding’.
• ‘Change of approach’ for ‘paradigm shift’.
• In other words, make your point in a simple, succinct and punchy way.
• Make your copy engaging, personal and friendly, with a little charm, where appropriate, and even a sprinkling of humour.
• Use simple, easily accessible language: eg ‘using’ not ‘utilising’.
• Use exclamation marks sparingly, if at all.
• The same applies to superlatives
• Both of these devices suggest the need to shore up our message, betraying weakness and a lack of confidence.
• A brand leader speaks with calm authority.
• So instead explain calmly and simply what makes us great.

Here’s a written example of us using our tone of voice.

A smoother ride for everyone

What’s most important to us is what’s most important to you. We also appreciate that everyone’s needs are different too. That’s why we’ve developed our digital tools to make it easier for you to manage the entire sales process, enabling your customers to find a vehicle the way they want to, from choosing and personalising their finance to finalising the purchase.
 

Less stress behind the wheel

Our products don’t just make things easier. They make selling vehicles stress-free for you, and finding the right car a more enjoyable experience for your customers. Providing you with access to a completely new audience.