Tone of voice
Our voice is a fundamental part of our brand, and a distinguishable asset that sets us apart from competitors.
It’s how we explain what we do and connect to people and partners, wherever they are in the world. Whether on ship or shore, we do what we say and we say what we mean. Our nautical spirit means that we always prize clarity and brevity in our writing, demonstating our efficiency and reliability.
Our verbal identity
Our verbal identity is split into two parts.
HOW WE TALK
Our Tone is a blueprint for V. writers, so that whatever message needs to be communicated, it has the consistency and distinctive voice of V.
WHAT WE TALK ABOUT
Our key messages are useful for every member of the company to be familiar with and use. They cover our most important topics in our concise and distinctive V. voice, and are best practice examples of our tone in action.
Tone
HOW WE TALK
Our principles
Around here, words mean something.
We keep our guiding principles front of mind to make
sure we’re consistently on message and ship shape.
At sea and on land, we don’t waste words. So, when we do speak, you know it’s worth listening to. Powerful writing. Careful editing.
Lead with what’s most important.
Fewer words for greater impact.
Simple, not simplistic.
If it’s not saying something new, cut it.
We know our industry and we know how we want to shape it. This quiet confidence charges up our writing, without ever veering into arrogance.
Bold headlines.
Definitive statements.
Back up claims with evidence.
Capture our pride in what we do.
We’re invested in the success of our people and partners. Open and accessible, our writing celebrates this collaborative legacy of service.
Speak directly to the reader.
What’s in it for the them?
Evoke the benefits of partnership.
Invite everyone to get involved.
We don’t do standing still. Passionate about our industry, we pursue innovation to move shipping forward. Our writing has this same dynamic momentum.
Vary sentence lengths for pace and energy.
Look forward. Not back.
Don’t be afraid to be rebellious.
Headlines and language
The full stop.
Just like our name, all our headlines end with a full stop.
No matter how short. No matter if they’re one word.
Inspired by short, sharp communication dispatches from the sea, our full stop adds confidence to our messaging.
We use UK English.
Our organisation spans oceans and timezones, so we use the world’s business language in our standard messaging.
Website
Pitch deck
Recruitment
Exhibition stand
Internal
Messaging
framework
What we talk about
Messaging
We use our messaging to talk about 3 main topics.
This is how we talk about who we are and our two main offerings. Think of it like an elevator pitch or a boilerplate. This messaging would work well at the start of a pitch deck or when introducing our business to potential new customers.
Drawing out the benefits for current and potential partners, these are the six most important messages when talking about the V. offer and what stands us apart. Of course, they can be adapted for different audiences and platforms – but they should form the base for all our sales messaging.
Aimed primarily at potential employees, these messages capture the six biggest reasons to join the V. crew. Again, they can be adapted for different audiences and platforms.
Social
Journey into the known.
Artificial intelligence is reinventing forecasting.
Explore future shipping
This fleet runs on data.
Predictive analysis is reducing voyage times.
Explore future shipping
The future of shipping.
Greater efficiency. Smaller footprint. Fully digital.
Let’s go
Why it works
Confident
Bold, memorable headlines.
Dynamic
Celebrating innovation and embracing the future.
Empowering
Verbs invite participation.
Concise
Fewer words for greater impact.
We steer clear of emojis.
Our message comes across clearly in all our writing, so there’s no need for emojis. Even on our social channels.
[Post]
A new generation
of seafarers.
[Caption]
We all come from different parts of the world.
But we share the same passion for what we do.
Meet the new generation of seafarers as they break down barriers while building global careers at sea.
Why it works
Confident
Evocative, forward-looking headline.
Dynamic
Varied sentence lengths.
Empowering
Invites the reader in.
Confident
Draws out the benefit for the reader.
In this case, potential employees.
We steer clear of emojis.
Our message comes across clearly in all our writing, so there’s no need for emojis. Even on our social channels.