Tone of Voice

Glanbia Nutritional's tone of voice is directly aligned with our brand's personality. It provides the overall tone, style, attitude, and character for an emotional connection across all touch points to express our brand's essence. We are confident, approachable, helpful, and real.

How we talk

Just as “We're built around you” reflects collaboration with and service to the customer, our message and tone should reflect the same. We should always talk about customers and in the context of collaboration. Less we — more you/us. It is not about what we deliver but how we deliver in a plain-spoken and straightforward way. We don’t use jargon or buzz words. Our tone is confident, real, and trusting.

Brand personality

Energetic

We have an insatiable appetite for building a better way. Our sincere commitment to collaboration feeds that passion and sparks a collective energy.

Resolute

We approach everything we do with an unwavering commitment to reliability, consistency, and success. We are determined to help reach our goals with focus and a steady hand.

Friendly

We connect with warmth and kindness because we know that true partnerships and lasting relationships depend on it. Our understanding and down-to-earth nature are built on openness, accessibility, and grace.

Ambitious

Initiative, determination, and commitment push us to find better and often unexpected solutions. By exploring the challenges presented, we are pushed to accomplish lofty goals with deliberate intent.

Passionate

We have a genuine motivation to achieve success by listening, learning, and identifying the smartest solutions together. Our keen ability to create the right chemistry in everything we do inspires us from the inside out.

Writing for Brand

At the Brand level, our writing should reflect the "We're built around you" emphasis. It reflects our brand in connection and enthusiasm, reliability, and confidence in action.

• It is focused on collaboration with a welcoming openness
• It is straightforward and free of jargon or trends
• It can be energetic and enthusiastic but also steady and solid
• It is grounded and accessible

Key message in action

Writing for Category

At the Category level, headlines should be used to tie a category message to a consumer moment of persistence and determination. They should communicate how well our solutions in the category perform. Body copy should address compelling challenges facing customers in a particular category and our solutions to those challenges.

• It connects performance with the associated consumer image
• It reflects a determined focus on efficacy and performance
• It should consider the consumer point of view
• It should be understanding and empathetic to challenges

Key message in action

Writing for Product

At the Product level, headlines should be used to communicate how our determination to find the best solutions led to a superior or innovative product. If a consumer image is shown, the headline should connect that image with the product’s key selling point. Body copy should clearly explain the product’s benefits and how it will help customers create products that people love and how it works if necessary.

• It connects an image with key selling points
• It should explain the product benefits with easy-to-understand language and no jargon
• It should clearly explain how the product works if necessary.
• It should show knowledge and understanding of customer needs and consumer requirements

Key message in action

Key takeaways

• Straight-forward and clear
• Open and accessible
• Informed and knowledgeable
• Empathetic to customer and consumer