At Dominus, what we say makes a clear statement about who we are and influences how customers, colleagues, stakeholders, investors, and opinion formers perceive us. So it’s important that we not only say the right things, but express them in the right way.
We call this approach to communication our ‘tone of voice’. The Dominus tone of voice applies a clear set of guidelines to the language we use on and offline, internally and externally. It is key to driving relevance and engagement with our diverse audiences, and helps to ensure that our customer and partner experience is consistently welcoming, professional, and transparent.
Establishing a clear set of tonal principles plays a key role in describing who we are and what we do, and helps us to communicate positive, engaging messages. The Dominus brand language is underpinned by three distinctive tonal principles, each of which is aligned directly with one of our core brand values.
At Dominus, we love initiating and sustaining an open dialogue at the heart of a powerful network. So we should always speak and write in a way that breaks down barriers between consumers and brands. We are easily accessible, proactive, ‘can-do’, and interested in making life better. When we speak, we sound like we are passionate about what we do. But we don’t try too hard. Our language should sound natural and authentic, not false or forced.
We are human, engaging, relevant.
We are not aloof, corporate, exclusive.
We are new, fresh, challenging, and surprising. We avoid the tired B2B language of ‘solutions’, ‘needs’, and ‘requirements’. Instead, we’re infused with new ideas, energy, and dynamism, so our language should reflect this status: always looking to bring people, opportunity, and regeneration together. We are fresh, different, and modern, and we can reflect on our pioneering innovation by asking bold, provocative questions about our sector and about the future.
We are free-thinking, contemporary, ground-breaking.
We are not bound by convention, predictable, old fashioned.
At Dominus, we have the confidence to be consistently upbeat and inviting. We are not bound by the formal and cumbersome language of the past, so we write with a powerful sense of our own self-belief, owning our space and our subject, and taking pride in what we make possible. We are bold, disruptive, and decisive, so we cut to the chase and make every word count. We don’t waffle. Instead we speak to be heard, because we have something important and relevant to say.
We are energetic, positive, confident.
We are not apologetic, rigid, introverted.
