Writing & communicating
Miller’s corporate image is not only communicated through the logo and brand, but also through written style and tone of voice. A professional and consistent written style allows us to convey our expertise, professionalism and quality when communicating with our clients, prospects and colleagues.
In harmony with our visual brand elements, the way we communicate in writing sends a clear message about the qualities we value, and the way we do business.
Our tone of voice should be conversational, precise, confident and direct.
We use strongly positive wording. We say: ‘We will…’ and ‘We can…’ rather than: ‘We hope to…’
We write in the first person plural, using ‘We’ instead of ‘The company…’ or ‘I…’
We always offer a considered, intelligent and informed point of view
Our writing is structured, and we use facts to reinforce strong statements and make material credible
Our language is precise and we avoid over-promises, exaggeration, inaccuracy and arrogance.
We refer to our clients directly and personally, using ‘You…’, rather than ‘Our client…’
We choose simple, straightforward language. We avoid jargon and verbosity. We write in short sentences