Technicalities & Grammar

Our brand tone and voice is applied across all of our sales channels and customer
communications and is something that we work hard to maintain. When supplying us with
prewritten copy, we’ll thoroughly review it to ensure that it adheres with the below guidelines
and standards.

To maintain consistency in the content on our site, helping to transfer customer trust and
increase sales, please…

● Use British English spelling (e.g. ‘centre’ not ‘center’ and ‘colour’ not ‘color’).
● Use conjunctions where appropriate (e.g. ‘we’re’ and ‘you’re’).
● Hyphenate compound adjectives such as “on-the-go” and “3-in-1”.
● Use the metric system where possible (e.g. 2m, 150cm, 1L).
● Do not capitalise whole words.
● Do not mention the year/date (e.g. “great for 2021”) as this ages the product.
● Do not put statements like “UK number 1” as this may not be true in years to come.
● Do not repeat words in the same paragraph - make use of synonyms.
● Do not say anything morally ambiguous.

● Do not use profanity.
● Do not mention products being on sale or promotion, as they might not be in the future.