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. Always positive, never negative
We take pride in having a reputation for expertise, innovation and a passion for making a positive impact in the world. So, the way we speak and what we talk about should always be positive and progressive.
2. Maintain a gender neutral approach
Gender ínequality is one of the biggest concerns in the world. We embrace inclusion and diversity. As a company that takes pride in collaborating with the best in the industry, we shun gender sterotypes. While targeting our audience, remember that a person’s gender has little to no influence on their personality, cognition and leadership abilities.
3. Show that you understand your audience
Engaging with people requires us to tell them something new, interesting or relevant. Think about your audience. What matters to them? What do they need to know? How can you surprise them? What is going to make them sit up and take notice? Take a moment to think about the answers to these simple questions and your writing will be on target every time.
4. Listen before you respond
We are receptive to hearing the needs of our stakeholders – from employees to consumers. We embrace their opinion, analyse them and act upon it with integrity. This enhances the continuous progress of our company and brand.
5. Be compassionate
We care about the impact we have on the people and world. This should also reflect in our language and style of communication. We create a meaningful and purposeful dimension for our brand and organisation – by understading the needs, values and aspirations of our stakeholders. This helps us propogate our caring personality and also helps us manage crises with sensitivity and mindfullness.
6. Exhibit empathy and not apathy
Building relationships is a key to standing out in a cluttermarket with abundant choices. We are empathetic and this allows us to build an emotional connection with our audience – both internally and externally. Our audience wants to know that we understand them. Empathy builds trust and establish a common identity between us and our stakeholders.
7. Focus on benefits, not features
When readers understand the benefit of what you are talking about it is easier for them to relate to it. Innovation, expertise or opportunity might be the central feature of your story, but what does it mean in real terms and how will it benefit or impact on the reader? Find that and you will find a voice that resonates.
10 words that capture the essence of 'Positive and empathetic'
Use these words for inspiration or simply use them when you write:
For example: ‘We pursue sustainable development as the path to profitable and long-term growth.’
Positive and empathetic is not:
Naive, charmless or unrealistic
Avoid sounding irrational in an attempt to be positive. Do not say: ‘We are going to change the world’, instead, try ‘We believe in leading with a meaningful purpose towards creating a better world’.
Meet the faces behind our freshly opened Tianjin Completion and Delivery Centre.
They make it fly.1 Meet 2 our new3 Tianjin Completion and Delivery team.4 #WeMakeItFly5
Today we have delivered our 50th #A350 XWB of the year. Ramp up is on track to produce 10 aircraft a month by end 2018.
We delivered our 50th #A350 XWB this year6 Our monthly target 10 is on-track.7 #WeMakeItFly
1 Humanises the corporate proposition
4 One Airbus
5 Inspiring and passionate
6 Clear and shorter
7 Positive and engaging
8 No acronyms or jargons