Our Tone of Voice

Burton upon Trent’s brand voice is as warm and grounded as its people.

It’s confident but never boastful, proud but never pompous. It reflects our heritage, our humour, and our sense of place, while always looking forward.

more than words.

It’s about feeling familiar, human, AND Recognisable. No matter the platform or audience. Our voice is…

  • Confident, Warm, Welcoming
  • Punchy, Never Exaggerated
  • Inclusive, Community-led

Writing Style Tips

  • Be conversational, not corporate.
  • Use everyday language.
  • Start strong. End stronger.
  • Keep it short, sharp and purposeful. No waffle.
  • Use rhythm and repetition to build flow and emphasis.
  • When in doubt, ask: Would a real person say this out loud?
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