Landsec Brand Hub - Tone of voice writing rules
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These rules contribute just as much to how we communicate as our tone of voice principles. They’re just less flexible.

Tone of voice
Rules overview

Our Landsec tone of voice rules ensure consistency across all our communications.

  1. We use contractions when possible
  2. We create compelling headlines
  3. When and how to use our name
  4. Using the word experience in communications

Rule 1We use contractions when possible

Contractions make our writing friendly and accessible. We’re talking directly to our audience and want to reflect how people speak day to day.

The spark that lit the fire
A great base to have, a great place to be
Raising the curtain on a new destination

Examples for a piece on Cardinal Place, SW1

Optimise central London
Reimagine retail
Solid strategy, impressive results.

Examples for a piece on what we do

Rule 2We create compelling headlines

Use headlines to create interest and attract attention. Keep them short, smart and positive. Bring in the benefits we have created whenever possible. And when you’re writing longer copy, break up text with subheads so the audience can easily scan.

Rule 3When and how to use our name

We avoid plural, meaning we can use ‘we’ and ‘our’ instead of the more formal repetition of our name in long copy text. The use of the more familiar ‘we’ and ‘our’ has a more positive effect on tone, composition and readability.

We are aware that the rule of using Landsec and never Landsecs is something we can only control when we write about ourselves but not when other people write about us.

It's always
Landsec,
never Landsecs
or Landsec’s

  1. Only use ‘experience’ when translating the benefits, value and delivery of our purpose
  2. Use the actual word ‘experience’ sparingly
  3. Think of other words or expressions that explain experience

Rule 4Using the word experience in our communications

We’re driven by our purpose: sustainable places, connecting communities and realising potential. Experience is an important part of our brand, and we use it to illustrate our purpose.

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