05 — Voice & language
Authoritative, but not stiff.
Insight-led, not feature-led. Confident, not aspirational — “we vouch for this,” not “this is incredible.”
Grounded
not hype
Confident
not boastful
Plain
not jargon-heavy
Local
not parochial
Precise
not vague
Direct
not hedged
Informative
not sales-y
Restrained
not effusive
- British English — colour, centre, organise
- Dates — 31 May 2026 (day month year)
- Serial comma — use the Oxford comma
- Numerals — spell out one to nine; figures for 10+
- Avoid — superlatives, exclamation marks, marketing-about-marketing
- Abbreviations — spell out on first use, abbreviate thereafter
Worked examples — before & after
Before
We are incredibly excited to announce our amazing new cutting-edge solution that will transform the way Nigerian businesses operate forever!
After
CBC Infrastructure has launched an on-premises edge compute platform for Nigerian enterprises. It ships pre-configured and is maintained by our team.
WHY: Remove superlatives. State the fact, name the product, say what it does.
Before
Leveraging best-in-class synergies across our vertically integrated portfolio of next-generation solutions…
After
Six subsidiaries — surveillance, communications, energy, property, infrastructure, and software — under one operational umbrella.
WHY: Plain structure over abstract management-speak.
Before
Please don't hesitate to reach out if you have any questions or concerns whatsoever!
After
Brand questions and asset requests go to the Marketing Team. When in doubt, ask before you ship.
WHY: Active, specific, no exclamation marks.