Dechra Brand Guidelines

Tone of voice

This is our verbal identity. It’s how we express ourselves 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 spend time to 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 and minimal. Less is more, so lets make our point with the least words possible. Here’s a simple guide as to how the brand should communicate.

Felimazole is...

Felimazole is not...

Difficult to understand Complicated Long-winded Flippant Humorous Brash Attention seeking

Confident Trusted Professional Leading Understanding Caring Imaginative Forward thinking Uncomplicated

Unsympathetic Unapproachable

Respected Measured Optimistic

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