Brand identity refresh January 2015 Jenny Lynch -Head of Brand
Our new brand identity
The world of work is changing, so are we
Our visual brand should express our purpose Championing better work and working lives
We spoke to branch chairs, members at ACE, centres delivering our qualifications and our staff -this informed the new designs we chose
We went through LOTS (!) of design alternatives, and selected the one that best reflected our purpose and future strategic priorities
Chosen route: Dialogue
At CIPD our purpose is to champion better work and working lives
This means we have a voice, promote dialogue and lead the debate for HR, Learning and Development
By doing this we make a lasting impact on the issues that matter in the world of work and working lives

Refreshing our brand voice
Recapping on the brand

We’ re the CIPD î the professional body for HR and people development. We are the voice of a worldwide community of more than 135,000 members committed to championing better work and working lives.
Communications model

Finding our voice
Finding our voice..
…through our values

We have clear goals, we don’ t sit on the fence and we finish what we start. That takes conviction and determination, which comes through in language that’ s assured, positive, forward-looking and focused on outcomes.

We’ re responsive and we think on our feet. So we don’ t waste our words: we say what we’ re going to do and we do it. That’ s why we use the active voice and talk in terms of actions rather than things.

We’ re united and know we’ re better together. We’ re willing to step into our readers’ shoes; to see their perspective. Our empathy is evident in the inclusive, conversational way we speak, and the way our words create pictures that give everyone a shared view.

We know our stuff and we have a point of view. We believe an expert is one who can make specialist knowledge useful to others. So we’ re always asking: can this be made simpler? It comes through in language that’ s clear, precise and evidence-based. We get straight to the point and refuse to hide behind jargon.
Purposeful
How to sound purposeful
Focus on outcomes
Ask: What do I want to happen? What do I want my audience to do, think and feel? Once you’ re clear about outcomes, use them to guide everything you say.

How to sound purposeful
Talk about the future
Use future-focused words and phrases to talk about what will be.
When you’ re talking about the past (e.g. for an annual review or past conference) make connections with the future.

How to sound purposeful
Say it with conviction
Show that you’ re confident about what you say:
don’ t be too tentative
don’ t be too confident if you can’ t show it
be positive
Example: saying it with conviction
Before
We hope to demonstrate that
It’ s advisable to bring a change of clothes
We’ re passionately committed to the principle of treating people fairly
We cannot proceed until
Agile
How to sound agile
Choose active language
Make it clear who’ s doing what in a sentence, by using active language.
It’ s leaner, more transparent and encourages initiative by giving clear ownership of the task.
How to sound agile
Use more verbs
Inject energy by talking about actions rather than things.
Be concise
Less is more. Break text up into short paragraphs and sentences and if in doubt, cut it out.
Example: being agile
Before
It was noted that
On arrival, you’ ll be directed to the meeting room
A solution was achieved
Applicants will be informed
The party was enjoyed by everyone

Collaborative
How to sound collaborative
Step into your reader’ s shoes
What’ s their agenda? What’ s their interest? Do they need to know?
Would they like to know? Will it help them to know? What’ s the best way to tell them? Let these insights guide what you say.

How to sound collaborative
Say you, I and we
Create a sense of direct dialogue by talking in the first and second person: you, your, yours, we, our, ours, us, I, my and mine.

Create a shared picture
Engage the senses by telling stories.

How to sound collaborative
Start conversations
Look your reader in the eye and write as you’ d speak, building rapport by asking questions and using phrases that encourage a response.
Use contractions to imply speaking, while giving sentences more pace and urgency.
Expert
How to sound expert
Get to the point
Start with your conclusion, giving the benefit of your expertise upfront.
Show, don’ t tell
Don’ t just tell your reader what to think: show them with concrete facts and stories that give the proof.
How to sound expert
Tell it straight
Use everyday language. Avoid unnecessary jargon, spell out abbreviations and choose the shorter word.
Beware of internal language.
Example: tell it straight
commence
utilise
assist
request
require
advise
obtain
retain
endeavour
terminate
Any questions?

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