The Language

Tone of voice: CLEAR

• We use language precisely and succinctly – making sure advantages and disadvantages are clear.
• We cut through complexity, speaking with authority and confidence.
• We talk about issues realistically – we don’t exaggerate or overstate.
• We act transparently and speak openly.

Tone of voice: ENGAGING

• Our language is direct and active.
• Our tone is accessible, using dynamic but grounded language.
• We pose questions, initiate conversations and show that we listen.
• We are optimistic and enthusiastic, believing clients will benefit from what we do.
• Quick to get to the point, quick to explain, we don’t waste words (or our clients’ time).

Tone of voice: IMPACTFUL

• We talk about the problems we are solving and the difference we’ve made – not how clever we are.
• We focus on the total value we’ve delivered for our clients, thinking about genuine commercial impact not just technical features.
• Our language is precise and factual, referencing tangible results as often as possible.
• We’re consistently insightful, sharing ideas to show the value we can bring.

Style

Americanisation – American English should be used on all communications for Science Group, Sagentia and TSG. English should be used for Oakland, OTM and Leatherhead unless the communications are specifically aimed at the US market.

Punctuation style – punctuation is open. Full stops should not be used at the end of a list of bullet points, titles etc.

Capitalisation – Titles should only have a capital on the first letter and all further words should not be capitalised.