A Writer's Guide.

The tone of voice should reflect the personality of the Aberdeen City and Shire brand, which in turn reflects the personality and values of the people who live and work in the region.

Tone of voice goes beyond good writing:  Brevity, clarity and engaging content should be taken as a given.

The tone of voice for Aberdeen City and Shire is optimistic, confident and intelligent.  Nothing should be said purely for the sake of it.  Assertions should always be backed by facts.  Claims should be rooted in truths that are always expressed.

When writing or speaking, use language that is rich and energetic, but never showy or glib.  It is better to say nothing, than to say something irrelevant.  The words used should show judgement and reveal knowledge, whilst expressing an upbeat attitude to life.