Tone of voice

Our defined tone of voice governs what we write, how we sound, and how it's delivered. Adhering to a unified voice makes us recognisable and memorable as a customer-focused brand.⁠

Two colleagues having an engaged conversation in a modern office seating area.

Connecting with your audience

Use simple, human, clear, and concise language that your audience understands. That means making sure they feel like you're talking to them directly — one-on-one, person to person.⁠⁠

Voice keywords

These voice keywords guide you on how to write content for AIA, and aligns with our overarching design principles.⁠⁠
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Confident

We're a leader in the industry. We write confidently as one unified brand. Because we believe in our purpose and what we do.
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Human

We speak clearly and directly to each person, from one human to another, using words that everyone understands. Because we aim to foster a level of intimacy with every person we speak to.
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Positive

We deliver all types of information in a positive manner, even negative messages. Because we see opportunity for our users.⁠
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Inclusive

We're inclusive and cater to people of all types. This means we never alienate people with our choice of words. Because we engage with as many people as we can.

Tone of voice spectrum

Use a tone of voice spectrum map to identify the ideal tone for your content, from brief product descriptions to detailed manuals, empathetic customer service, or upbeat social posts.The spectrum map helps you balance clear, concise writing with rich language based on your audience and context.