Dechra Brand Guidelines

TONE OF VOICE.

The brand is...

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. For the dermatology category there is a need to talk seriously and purposefully to motivate our audience and inspire change. We have tried to give the category brand a tone of voice that will work across all product brands and provide a coherent and simple way of communicating. 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.

Motivational Inspiring

Measured Modern

Knowledgeable Forward thinking Positive

Professional Authoritative Proactive

The brand is not...

Here’s a simple guide as to how the brand should communicate.

Funny
 Brash
 Out of touch Flippant Complex

Unapproachable Unresponsive Long-winded Inward looking Self-concerned