Dechra Brand Guidelines

Tone of voice.

The brand is...

We have given the category brand a tone of voice that will work across all sub-brands and provide a coherent and simple way of communicating. Tone of voice is how the brand expresses itself in words, and it’s just as important as our visual identity. As writing is usually our first opportunity to make an impression, it’s important we get it right. We want to help you pick the right words and messages so you can apply them in the right places. But whilst we may have lots to say, we should always aim to keep things simple, minimal and understandable.

Understanding Caring Knowledgeable Accessible Positive Optimistic

Measured Accurate Modern

Professional Established Authoritative

The brand is not...

Opposite is a simple guide as to how the brand should communicate.

Complex Over technical

Complex Unapproachable Long-winded Uninspiring Generic

Funny
 Brash
 Flippant

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