B&M experience values

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.

Vocabulary

• 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.