This is a list of dos and don'ts for how to speak and write in a way that is consistent with our brand voice.
This, not that
Many times, it is easier to understand brand voice by saying "We are this, not that." While not comprehensive, this is a great way to set up guardrails when talking about Claim Climbers.
We are patriotic, not sycophanticThis country is great, and we recognize the effort and sacrifice it's taken to make it that way. We're proud of our country, its people, and those who serve it. We also know that it's not perfect, and we're not afraid to voice our opinion on how to create a more perfect union.
We are approachable, not pushoversWe are transparent, not secretiveWe are knowledgable, not know-it-allsWe are political, not partisanThis one could be confusing, but it breaks down in that we are not afraid to talk about politics and especially the issues currently facing veterans. We do not support a particular party or agenda, and know that working with both sides of the aisle is the only way to get things done that benefit our veterans and their needs, and veteran care should be a non-partisan issue.