B&M catering company

B&M experience values

At B&M Catering, we believe that clear, consistent, and inclusive content plays a crucial role in effectively communicating with our audience. These design system guidelines are intended to provide a comprehensive framework for creating content that aligns with our brand voice, promotes inclusivity, and maintains high-quality standards.

Inclusive Language

  • Use inclusive language that respects and acknowledges the diversity of our audience. Avoid gender, racial, or cultural bias in your content.
  • Be mindful of ableism and avoid language that might exclude or demean individuals with disabilities.
  • Use person-first language to prioritize individuals over their conditions or characteristics.

Language and Grammar

  • Maintain grammatical correctness throughout your content.
  • Use clear and concise language to convey your message effectively.
  • Avoid jargon or technical terms that may confuse or alienate readers who are not familiar with our industry.


  • Use vocabulary that is accessible to a broad audience, avoiding overly complex or obscure terms.
  • Tailor your vocabulary to match the tone and context of the content.
  • Incorporate keywords and phrases that are relevant to our services and resonate with our target audience.

Writing guidelines

  • Start with a clear and engaging headline or title that accurately represents the content.
  • Structure your content with headings, subheadings, and bullet points for readability.
  • Use short paragraphs and sentences to maintain a flow and improve comprehension.
  • Provide relevant and accurate information to ensure credibility and build trust with our audience.
  • Incorporate storytelling techniques to make the content relatable and engaging.

Voice and Tone Principles

  • Our brand voice should be friendly, professional, and approachable.
  • Create a tone that aligns with the context and purpose of the content (e.g.,
    informative, persuasive, or instructional).
  • Establish consistency in tone to maintain a cohesive brand identity across all content.

Writing style

  • Maintain an active voice to convey clarity and directness in your content.
  • Use the second person (you/your) to establish a personal connection with the reader.
  • Avoid excessive use of passive voice, as it can make the content feel distant or impersonal.
  • Proofread and edit your content for grammar, spelling, and punctuation errors before publishing.
  • Be consistent with formatting, such as capitalization, punctuation style, and abbreviations.

Remember, these guidelines are meant to be a reference for creating content that is aligned with our brand identity and values.
While adhering to these principles, allow room for creativity and adaptability to suit different types of content and platforms.
There guidelines should be regularly updated and refined based on user feedback and evolving communication trends to ensure ongoing relevance and effectiveness.

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