Branding Tone and Voice - Focus Humanitarian Assistance

VOICE

We speak human to human. Conﬁdent, yet approachable with authentic communication that is both functional and expressive.

Breathing life into our stories, we seek to empower, convey knowledge and inspire hope. Breathing life into our stories, we seek to empower, convey knowledge, and inspire hope, transcending the boundaries of imagination to create a symphony of emotions that resonates with the hearts of our readers.

In practice, throughout all marketing channels, we strive to be conversational in tone, use short sentences and contractions and avoid words we wouldn’t use in everyday life – our goal is to make every word count.

News Stories

We communicate news to both educate and inform our audience. And, we do so accurately and in a timely manner. Whether it’s a serious account of a natural disaster or an announcement of an event, we adapt our style to the nature of the news, breaking it down into digestible chunks through the use of call outs, headlines and subheadings.

Feature Stories

Our stories are human-centred and designed to engage and uplift through an expressive and captivating narrative. We employ attention-grabbing headlines, not click-bait, and use impactful captions, call-outs and inspiring quotes in our efforts to connect with our community.

Whether the end goal is to tell a news or human-interest story, spotlight an event, or launch a fundraising campaign, the media drives the message.