Brand manual · Chapter 11
Brand voice
Courage. Care. Clarity.
Speak with courage
Use confident statements and collaborative calls to action. Speak about what we know and the challenges we can rise to together.
Speak with care
Connect feeling with action. Talk about family, community, responsibility, health, opportunity and wellbeing, alongside business outcomes.
Speak with clarity
Set out objectives simply. Keep sentences and paragraphs short. Be factual, honest and transparent. Avoid complicated wordplay and promises we cannot deliver.
Our signature headlines
“We do well by doing good.” “When others step back, we step up.” “Where there’s potential, we make progress.” Use the underlying principle to write relevant headlines; do not repeat a slogan without context.
Explore the original manual 13 pages · May 2022
Original chapter pages, including all diagrams and examples. PDF page numbers are used below; printed page numbers differ after the first chapter. Historic application examples retain their original wording.
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 8 0
11 Brand voice
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 8 1
A reflection of our personality
Local Hero Global changemaker
We show this by speaking with Care. We show this by speaking with Courage.
All of this is underpinned by Clarity:
our clear sense of who we are, what we do and why.
We take the lead by embracing our personality and showing what we are made of.
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 8 2
We are Courage
We face the future fearlessly, inspiring the same brave, born leaders
bold spirit in others.
Both in our local community
and on the global stage. Care
We uplift and emotionally connect with our audience,
That means, when we through our words and our actions.
write, we demonstrate the
qualities of a leader. Clarity
We speak in universal, human terms, so that everyone
These are: can understand our message.
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 8 3
Copy examples
Putting it together
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 8 4
We can show Declarations of belief Calls to action
Courage by We can Step up
We will Take the lead
• Fearlessly advancing
We must Act now
the impossible
We are Make a change
• Pushing further when we
We do Let’s work together
push together
We have Connect with us
We know Share our strengths
Remember
This is/There are Rise to the challenge
We believe in ourselves and
our purpose – and we inspire
that confidence in others.
We are a global changemaker
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 8 5
We can show Emotive verbs Human themes
care by Hope Family
Believe Responsibility
• Using emotive verbs that
Strive Partnership
connect feeling with action.
Want Community
• Speaking about universal,
Care Happiness
human themes, not just
Need Legacy business outcomes.
Trust Opportunity
Inspire Respect
Remember
Act Health
Our impact on people
Serve Wellbeing
matters as much as the
Promise Resilience
bottom line.
We are a local hero
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 8 6
We can show Clear objectives Simple rules
clarity by
To bring clean water to Break up long
our communities paragraphs • Stating our objectives
in straightforward terms. To build connections with Keep sentences short
stronger infrastructure and simple • Writing in a simple,
accessible way. To share the best of Yemen Replace complex words
with the world with accessible ones
To give our people a Avoid complicated wordplay
better education and puns Remember
The more people understand our To earn the trust of Be factual, honest
message and goals, the more of every consumer and transparent
an impact we can make. To double our growth over Make information quick
the next two years to read
We know who we are, what we do and why
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 8 7
Our signature We do well by doing good.
headline style
Where there’s a need, we find solutions.
We do what’s right, not what’s easy. The positioning statement
Our signature headlines emphatically describe
When others step back, we step up.
who we are and what we stand for – and ultimately,
why we are leaders. In form, they echo our guiding Where there are limits, we push them.
philosophy.
When there’s a call, we answer.
Where there’s potential, we make progress. When people are interacting with us for the first time,
these headlines help them understand our ethos, We make promises – and we deliver.
strengths and difference.
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 8 8
1 Example copy Where there’s a need, we lead.
Our products and services aren’t just loved by millions.
We have For many, they’re a lifeline.
• Emotively described the actions we’ve taken.
That’s why – through conflict and uncertainty
• Highlighted major, positive human outcomes. – we’ve been the first to step up and make bold
• Boldly stated our position and beliefs. decisions. Where connections had been lost, we built
infrastructure. Where lives were at risk, we helped • Linked these to a strong partner benefit.
provide care.
• Kept copy simple and punchy.
We’ve always known we have a responsibility to serve
our community, in both the good times and the bad.
So, when we’re called upon, we don’t hesitate: we act.
In prosperity or crisis, we deliver. It’s that commitment
that’s made us a trusted partner, both in Yemen
and beyond.
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 8 9
2 Example copy We do well by doing good.
It’s our founding philosophy. We believe in compassion,
We have care and a community spirit. Those are values we’ve
held, since we first opened our doors. • Spoken about shared, human values.
• Emotively described the benefit of connection. Every decision we make is based on the good of our
• Shown how this has driven business success. people. That’s why the relationships we form are so
mutually rewarding. We share our strengths with you. • Ended on a clear call to action.
So we grow stronger, together.
• Broken up paragraphs to increase accessibility.
By placing value on human connection, we’ve built a
multi-national trading power, with community at its
core. A local hero and a global changemaker, we’re
pushing for progress, by putting people first.
Now, we invite you to partner with us.
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 9 0
3 Example copy Where there’s opportunity, we act.
We can’t show our strengths by standing still. We have
We have to adapt to new conditions. We need to change with
the times. • Spoken emotively about our
commitments and goals. We want to be a rock for our people and our partners.
• Clearly set our target for the future. That’s our role, as it always has been. But, to continue,
we have to transform. • Emphatically described what we can
and must do. Our transformation journey comes with a clear goal:
to lead in the future, as we have in the past. To make it • Called our audience to action.
happen, we’re putting more into our business than ever
• Condensed our copy into brief, before.
powerful statements.
With $ 150 million invested over the last three years,
we’ve started an exciting new stage of our evolution.
You can grow with us.
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 9 1
4 Example copy Where there’s potential, we make progress.
We were born in the heart of the community. Now,
We have we’re at the centre of the world’s trade networks. Our
success has been driven by three key factors: • Emotively described our story.
• Emphatically championed our strengths. 1. Our deep understanding of our markets.
• Simply laid out our argument. 2. The scale and reliability of our network.
3. The quality of our manufacturing operations. • Emphasised key themes: partnership and resilience.
• Claimed our leadership position. We’ve been tested more than most. And we’ve proven
our ability to respond. Throughout our history, we’ve
had to react fast, withstand hardship and adapt in the
face of challenges. Still, we’ve delivered world-class,
market-leading products and services, for our people
and our partners.
Our strength is clear. We build relationships that stand
the test of time. This could be the next.
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 9 2
Dos Don’ts
Talk confidently about our capabilities Sell promises we cannot deliver
Speak about our positive human impact Forget to show our business acumen
Tell our story and highlight our heritage Focus purely on the past
Be inspired by our vision and guidance Feel you have to use all techniques at onceContinue exploringCreative platform