Our brand proposition should be reflected in all content created for the website:

Helping communities build a better world for their children

Content on our website should always be a consistent expression of our brand values and personality.

Brand personality

World Vision's brand personality is energetic, real, proactive and compassionate. A tone of voice that is down-to-earth, and communicates hope, compassion, professionalism and honesty, is at the heart of our brand personality.

Brand voice

To deliver a consistent brand experience to our audience we need to ensure that our messaging, tone of voice and visual language are a true expression of our brand and appropriate for the target audience.

World Vision Australia's brand language is succinct, simple, active, positive, and neither formal nor informal.

Our tone of voice is how we use language to express the organisation's personality. It's about using language to convey:

• human emotions - joy, excitement, optimism, empathy, compassion; and
• human attributes - confidence, friendliness, professionalism, courage, honesty, wisdom.

We need to write and talk in a way that considers how our audience feels and thinks and show empathy for this.

Australians prefer an understated, modest tone (not arrogant, dictator or "voice of God"). We should use the tone of a trusted friend talking to another.

Our tone of voice is also respectful of our target audience's attitudes and values, and never threatening, preaching or overbearing.

Using our language and tone of voice in different contexts

While the underlying personality of our communications needs to be consistent, our language and tone of voice will vary slightly on the basis of:

• the message and purpose of the communication - call to action, thank you, information sharing;
• the medium or channel - print, online, verbal; and
• the audience - youth, general public, churches, corporate.