OUR TONE OF VOICE.

Our tone of voice tone is professional, knowledgeable, experienced and confident. This tone must be consistently maintained in all communications with our audiences – in print, online and in person. Our overall brand personality and communications should express the following traits:

• Helpful and focused on the needs of imaging professionals and their patients
• Humanistic – less on technology and more on its benefit to people
• Informative
• Expert – but not condescending or overly technical
• Clear and concise
• Positive and encouraging
• Self-assured – but never smug or boastful
• Professionally hip – but not stodgy or impersonal
• Aspirational and inspiring – yet realistic and grounded
• Respectful

THREE KEYS TO COPY WITH GREATER IMPACT.

The structure and content of the language we use should mirror the brand – and be just as powerful and dynamic. We remain within the general bounds of standard English usage, but when called for, may take certain liberties. Utilizing these three practices makes our writing stronger and more compelling.

Sentence fragments, used sparingly, add punch, emphasis and drama:

Carestream is dedicated to innovation and always will be.
Becomes:
Carestream is dedicated to innovation. And always will be.

The “active voice” communicates more strength and candidness than the “passive voice.”

The DRX-Revolution was introduced by Carestream.
Becomes:
Carestream introduced the DRX-Revolution.

Writing with nouns and verbs, with adjectives and adverbs used sparingly, makes text stronger – and deflates “puffery.”

Using advanced, industry-leading technology, Carestream develops extraordinary solutions that give dedicated radiologists unprecedented ability to meet patient needs. Becomes:
Carestream leads the industry, giving radiologists the tools to improve patient care.