Brand 2021 Assets
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Tone of Voice
Social Media Guide
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Brand Guidelines
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This is the protected section of our brand guidelines, to be used by our agencies and partners.
If you need further assistance, please contact Laura Perrott, [email protected] - Global Director Digital and Brand or Hannah Davies, [email protected] - Brand Marketing Executive.
Brand Assets
Our Colt assets are available to download below. Please ensure these assets are used appropriately and within our brand guidelines. The Colt brand is copyrighted and all of the assets below can only be used with written permission from Colt employees.
[wpmedia_list folder="Colt Assets - Public"]
[wpmedia_list folder="Colt Brand Platform 2020"]
[wpmedia_list folder="Logos"]
[wpmedia_list folder="Icons"]
[wpmedia_list folder="2021 Photography" search="true"]
[wpmedia_list folder="Templates"]
[wpmedia_list folder="Tone of Voice 2019"]
For more information see below
Tone of voice
Our brand influences everything we do, and that includes the way we speak and write.
We all need to write in a way that's friendly, knowledgeable and brave.
And just as we all use our visual brand identity, we all need to speak with the same tone of voice.
That means you.
We all write for Colt - including agencies. Whether you're writing an internal email to your team, a proposal, a big customer presentation, content for Colt Online or a customer email. It all shapes the way we come across.
We are...
Friendly
We put ourselves in our reader's shoes.
Keep it professional, but write as if you were speaking to the person.
We focus on what they want.
Think like your reader.
How does friendly sound?
- Make it human. Say ‘we did this’ or ‘you can benefit from’ rather than ‘Colt did this’ or ‘the customer can benefit from...’
- Be approachable by cutting the waffle - get to the point
- Don't just talk about us, or focus entirely on product - talk about how we're helping our customers do brilliant things
- It's okay to use contractions (can't, we've)
- Think about how our story fits with the audiences’ interests – fit our story to theirs rather than the other way around
- Think about the expertise of your audience – don’t talk technical unless it’s appropriate. Use normal not formal language
Knowledgeable
We make the complex simple.
We write more like we speak
We’re confident in ourselves and recognise our achievements
We’re clear and consistent
How does knowledgeable sound?
- Avoid unnecessary jargon and explain acronyms
- Write more like you speak
- Don’t use ten words, when three will do
- Use the active voice when writing; avoid passive verbs
- Keep sentences and paragraphs short e.g. 5-10 word sentences and 150 word paragraphs as a guide
- Demonstrate expertise by using testimonials from our experts or specifics about the topic – how many years, which awards? Back up what you say
- Don’t just tell your reader that something is happening – tell them why and link it to the bigger picture
Brave
We stand out.
We do things differently and that’s what sets us apart.
We need to reflect that personality in our writing.
How does brave sound?
- Don’t say things like “we hope to”, “we plan to” – say “we will”
- Use storytelling to engage with our readers – a compelling narrative is much more interesting and distinctive than listing facts and figures
- If there’s an opportunity to express a point of view (in line with the Colt view) then don’t shy away
- Give it flair. This could be an unusual word or phrase, an opinion, a question, rhythm or repetition
- You can dial this principle up and down, using your judgement of your audience
Talking about Colt on social media
When talking about Colt on personal social media channels you should keep your own personality and tone of voice.
The posts here show how people have posted news from Colt, while adding their own personality and style.
Add your own view on a topic or event, or write something specific to your followers and subscribers.
When posting about Colt on social media don’t:
- Talk politics
- Share confidential information
- Discuss funding and business results
- Talk negatively about customers or suppliers
- Find our social media guidelines here
If you have any questions, please contact [email protected]
Some common words and phrases
At Colt we have words and phrases we use more than others.
It’s important we use them consistently.
| Colt IQ Network | All capitalised, no hyphen. We don't abbreviate to IQNet. | SD WAN | Capitalised, no hyphen |
| High bandwidth | No hyphen | Customer oriented | Two words, no hyphen. Oriented, not orientated. |
| Data centre | Two words | Real-time | With a hyphen |
| PrizmNet | One word, capital N | On net | Two words, no hyphen |
| Off net | Two words, no hyphen | Colt owned | Two words, hyphen |
| On Demand services | Capitalised first two words, when referring to Colt's On Demand product | on-demand | When referring to the concept - lower case and hyphenated |
| Subsea | One word, no hyphen | Low latency | No hyphen |
Tips for writing
Friendly
We put ourselves in our reader's shoes
- Think about why you are writing for. What are they thinking about? What are they interested in?
- Be approachable by cutting the waffle - Get to the point
- Make it human. Say 'we did this' or 'you can benefit from' rather than 'Colt did this' or 'the customer can benefit from...'
Knowledgable
We make the complex simple
- Don’t use ten words, when three will do. Get to the point. Watch for phrases like “in order to” that add words without saying more
- Use the active voice when writing; avoid passive verbs
- Don’t use jargon, explain things simply. Write like you speak - keep it professional, but write as if you were speaking to the person
Brave
We stand out
- Give your writing flair. This could be an unusual word or phrase, a question, rhythm or repetition
- Be bold. If there's an opportunity to express a point of view (in line with the Colt view) then don't shy away
- Don’t say things like “we hope to”, “we plan to” – say “we will”
Using everyday English
- Action (it) – do (it)
- Additional – extra
- Advise – tell
- Align – join up
- Allow – let
- Attend – come
- At this stage – at the moment
- Capture – get
- Cascade – pass on
- Commence – start
- Communicate - tell
- Complete – fill in
- Comply with – keep to
- Consequently – so
- Deliver – give
- Deliverable – (just be specific)
- Ensure – make sure
- Execute – do
- Forward – send
- Implement – do
- Individuals – people
- Inform – tell
- In accordance with – under/keeping to
- In excess of – more than
- In respect of – for
- In the event of – if
- Leverage – make the most of
- On receipt – when we/you get
- On request – if you ask
- Operate - work
- Particulars – details
- Per annum – a year
- Persons – people
- Prior to – before
- Purchase – buy
- Regarding – about
- Should you wish – if you wish
- Terminate – end
- Utilise – use
- Whilst – while
Don't be a stranger.
These guidelines are here to help us all sound like Colt. They’ll help us come across as a trusted partner and stand out in a crowded market.
But it will only work if you use it.
If there’s anything you’re unsure of, get in touch with our brand team. We’d love to help.
