Strengthening our brand
through words Ernst & Y oung’s verbal identity principles
Second edition – January 2010
Strictly for internal u only. Private and confidential.
Not for further distribution.
Plea contact the Global Brand T eam for further information:
Clear writing matters to our clients
At Ernst & Young, we all spend a lot of time writing. Reports, prentations, emails, proposals,
论文答辩是什么newsletters and websites are only some of the many documents we write.
What we say in our writing — and how we say it — forms our verbal identity. If our writing is clear,
relevant and engaging, it enhances our brand. If it’s not, there’s a risk the opposite will occur.蓝珊瑚
So how can we make sure our writing always strengthens our brand and reputation?
This document provides practical guidance on writing for everyone at EY. U it to help you谚语的意思
engage, inform — and persuade — with your writing.
Plea read this guide in conjunction with The style guide.
蒜炒空心菜Y ou can find this in the Writing toolkit on The Branding Zone,
along with other uful writing resources.
In this document
U your words to strengthen our brand 5 Reflect the Achieving Potential principles
in your writing 6 Our verbal and visual identities come
菩萨心经together in The Beam 7 Follow the steps to make more of your writing 8 Plan your writing 9 Generate ideas for content 10 Structure your ideas 10 U language clearly 11 Make the most of your navigational devices 13 Edit radically 15 Develop your writing skills 17
Our verbal identity principles
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U your words to strengthen our brand
Our written communications are crucial to how people perceive our brand. They convey a n of who we are and what we stand for. So it’s vital we make them clear,
上环痛不痛relevant and engaging. The style guide (available on The Branding Zone) outlines our
rules for cross-border writing. If we follow the style rules,
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the language we u in our communications will be accurate
and consistent. And accuracy and consistency really matter.
But we need to do more than this to write effectively and
create a verbal identity that’s distinctive. We need to u
structure powerfully. We need to make sure our content’s
completely relevant. And we need to write in a “tone of
voice” that’s identifiably ours.
How do we do this?
Let’s look to our brand, and specifically the Achieving
Potential principles, for direction.
The Achieving Potential principles — what they are and what they mean
