Language is one of the most important ways we connect with people. Sometimes it is the only way, so it is important that it sounds like it all comes from the same place, no matter how many of us are contributing.
Bringing our brand's purpose, position, and personality together is what makes us Airbus. This guide will help you do that through the language you use. You will discover how we write and just as importantly, styles to avoid.
But this is not a book of rules. It is a tool to help us be more persuasive and consistent.
Everyone who works for us or with us is a custodian of our brand. With your help, enthusiasm and commitment it can become stronger, smarter and special.
We make it fly.
We sum up the brand purpose with a brand position that encapsulates what we do and what we stand for.
This is about having the energy and vision to turn ideas into action. It is about innovation and success. And because it is a message from us to the world, it comes from you too. That is why this guide is so important.
1. Go beyond the ‘what’
Do not just communicate what we are doing. Express why we are doing it. The ‘why’ is our purpose and should reinforce our brand’s point of view.
2. Be bold
Bold language is fresh, surprising and challenges conventional thinking. Writing with energy and purpose is key.
3. Avoid clichés
We are open to new ideas and at the forefront of experimental, blue-sky innovation, so it follows that our language should be equally imaginative, with no tired clichés or over-used words and phrases.
4. More verbs, fewer nouns
Use verbs to paint pictures. Go. Do. Look. See. Have. Use. These words give writing energy. Using too many nouns means your writing will lose its energy. For example, the verb ‘use’ is shorter and more energetic than the noun, ‘utilisation’. Watch out for words that end in -ion, -tion, -ment and -ness. There is probably a shorter verb you could use instead.
5. Find new ways to describe familiar things
We offer fresh approaches and new perspectives on subjects that have become stale and familiar. Finding new ways to describe what is already well-known will make our language fresh and interesting to read.
6. Talk about innovation and possibility
We want our readers to feel the same sense of possibility that we do, so always try to use language that celebrates growth, direction and ambition.
10 words that capture the essence of Bold and Dynamic
Use these words for inspiration or simply use them when you write:
For example: ‘Being hopeful and daring about what’s possible will usually solve problems faster than dwelling on what has happened.’
Bold and Dynamic is not:
Shocking, presumptuous, aggressive, forceful or offensive.
Avoid being melodramatic in an attempt to get noticed. Do not say: ‘The world will never be the same again’, instead, try ‘By challenging convention, we present the world with better choices and help everyone live safer lives.’
You are reading your first edition of Airbuzz, the new in-‐house magazine for Airbus. The main focus is on you – the people who make Airbus fly, by developing, producing and delivering the company’s products and services.
Think of Airbuzz as the Airbus colleague you always dreamt of – the one who explains everything you always wanted to know about the company, telling great entertaining stories and connecting you with the other people who work here. Airbuzz will guide us on our journey of truly becoming Team Airbus.
Airbuzz is your magazine and we want you to play a part in shaping it. We always look forward to your feedback and topic suggestions, so please get in touch with us at firstname.lastname@example.org
Welcome to Airbuzz, our new in-‐house magazine. You should find it interesting, because it has been written for you, about you2.
We want this magazine to inform, unite and inspire3 and become a vital source of information about what you and your colleagues are doing. It is just one more example of our vision for ‘one Airbus’, united in our vision to lead as the global pioneer of aerospace.4
1 Warmer and more positive/engaging greeting
2 Straightforward and to the point
3 Positive, clear and dynamic
4 Boldly stating our vision with confidence
5 More engaging, inviting comment and dialogue