The one-screen cheat sheet. Pin this. Use it every time you write. The rest of the Verbal Identity section expands on the reasoning, but this is the operational reference.
Voice pillars (always true)
| Pillar | Do | Don't | Example |
|---|---|---|---|
| 1. Direct + clear | Lead with the point. Use plain language. | Warm up for three paragraphs or hide behind jargon. | "Here's what we recommend, and why it will work." |
| 2. Culturally fluent | Reference real behaviours, moments, and lived context. | Speak in abstract brand-theory or trend bingo. | "Culture isn't a costume. It's behaviour." |
| 3. Thoughtfully challenging | Name the problem, then offer a better default. | Be combative, snarky, or vague. | "Most 'inclusive' work is compliance. We're building for belonging." |
| 4. Human + warm | Write like you'd say it to someone you respect. | Sound like a corporate memo or a motivational poster. | "Quick update. We're on it. Here's what happens next." |
| 5. Dry wit (optional) | Understate. Let the point land. | Perform humour or use sarcasm that could alienate. | "Revolutionary concept, apparently." |
Tone dials (change by situation)
Use the same voice everywhere, but adjust these dials for the moment:
| Dial | Range |
|---|---|
| Directness | Low to high |
| Warmth | Low to high |
| Playfulness | Low to high |
| Formality | Low to high |
Default rules (non-negotiables)
- Start with what matters. No long intros.
- Be specific. Use concrete examples, names, numbers, real outcomes.
- Active voice. Short to medium sentences.
- British English by default.
- Contractions welcome (we're, it's, can't). They keep us human.
- Sentence case throughout. Never title case in body copy.
- No em dashes anywhere. Use commas or full stops instead.
- Avoid: "leverage", "synergy", "holistic", "innovative" (unless you prove it), "we're excited to…", "in order to…", "at By Default, we…".
- Use "by default" sparingly and only where it adds meaning.