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How we sound
How we express ourselves and communicate is critical to be understood by a diverse demographic. What emotional inflections should we use? Dialogue’s tone should be conversational, yet authoritative. We speak simply and clearly, but with humility to remain approachable. For a quick overview of our tone of voice and brand, keep reading. To access our full English language guidelines, follow the link below.
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Who is our audience?
Clients and prospects
These are organizations that use our services (or may use our services in the future) directly to improve the health and well-being of their members.
These are organizations that use our services (or may use our services in the future) directly to improve the health and well-being of their members.
Partners
These are organizations we work with to bring our services to more employers and members. The companies we work with include insurance providers, third-party administrators, benefits advisors, consultants, banks, insurance brokers, and more.
Members
These are individuals who use our application to access our programs. They may engage with our services and content through the mobile and desktop app, through emails (such as newsletters), through the Web (such as our blog), or through events (like webinars).
Employees
These are all individuals (full-time, part-time or contract) who are part of the Dialogue team. They engage with our content through our messaging platform (Slack), emails, presentations, and more.
Tone of voice and brand
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Pioneering
Leading by innovative example. Dialogue sets the bar.
How do we do this through written content?
- Research and stay current on topics in our industry.
- Identify gaps or unaddressed issues in existing content and aim to fill them.
- Offer unique perspectives or insights, using data and examples to support our claims. Avoid generalizations or information that may be common sense or the bare minimum.
- Use creative and engaging writing styles, such as storytelling, to capture our audience's attention.
- Experiment with different formats, such as infographics or videos, to present information in an innovative way.
- Identify gaps or unaddressed issues in existing content and aim to fill them.
- Offer unique perspectives or insights, using data and examples to support our claims. Avoid generalizations or information that may be common sense or the bare minimum.
- Use creative and engaging writing styles, such as storytelling, to capture our audience's attention.
- Experiment with different formats, such as infographics or videos, to present information in an innovative way.
✗ Canadian organizations are worried about talent attraction and rising employee well-being issues.
✔ Canadian organizations identify talent attraction as a top issue, but they can help address this challenge by improving employee well-being.
__________________________✔ Canadian organizations identify talent attraction as a top issue, but they can help address this challenge by improving employee well-being.
Warm
Everyone is heard, valued, and respected.
How do we do this through written content?
- Use a conversational tone. Write as if we're speaking directly to our reader, using language that feels natural and approachable. Use words like “you” and “your” to make the reader feel like they are part of the conversation. Don’t shy away from using contractions like you’re, it’s, and we’re.
- Show empathy. Acknowledge our reader's feelings, concerns, and experiences, and speak to them in a way that makes them feel understood.
- Use personal anecdotes. Sharing personal stories can help humanize our writing and make it feel more relatable.
- Show empathy. Acknowledge our reader's feelings, concerns, and experiences, and speak to them in a way that makes them feel understood.
- Use personal anecdotes. Sharing personal stories can help humanize our writing and make it feel more relatable.
✗ Mental health is a serious issue in Canada, and HR leaders should take note.
✔ Canadians are facing rising mental health challenges, but leaders like you can help.
✔ Canadians are facing rising mental health challenges, but leaders like you can help.
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Principled
Doing what’s right, not just what’s expected.
How do we do this through written content?
- Back up claims with evidence. Use data, research, and credible sources to support our arguments.
- Avoid biases. Be mindful of any biases we may have and strive to present a balanced and objective perspective.
- Show respect. Treat others, including those with differing opinions, with respect and dignity in our writing. Leverage inclusive writing practices.
- Avoid biases. Be mindful of any biases we may have and strive to present a balanced and objective perspective.
- Show respect. Treat others, including those with differing opinions, with respect and dignity in our writing. Leverage inclusive writing practices.
✗ All HR leaders are concerned about talent retention issues.
✔ A recent survey identifies talent retention issues as a top concern for 70% of HR leaders.
✔ A recent survey identifies talent retention issues as a top concern for 70% of HR leaders.
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Expert
Best-in-class knowledge across medical practice, customer service, and safety.
How do we do this through written content?
- Use technical language and terminology accurately. Show our mastery of the subject by using the appropriate language and terminology, without being jargon-y.
- Cite credible sources. Use reputable sources to support our arguments and bolster our credibility.
- Write with authority. Confidently express our opinions and ideas, and use our writing to educate and inform our reader.
Share practical insights and tips. Provide our readers with actionable advice and solutions based on our expertise.
- Use technical language and terminology accurately. Show our mastery of the subject by using the appropriate language and terminology, without being jargon-y.
- Cite credible sources. Use reputable sources to support our arguments and bolster our credibility.
- Write with authority. Confidently express our opinions and ideas, and use our writing to educate and inform our reader.
Share practical insights and tips. Provide our readers with actionable advice and solutions based on our expertise.