Tone of voice reflects Aon's personality, helps us connect with our audience, and makes Aon different from the rest.
Use straightforward, declarative sentences with minimal fluff and flourish. Users should understand precisely what is expected of them.
In order to build trust and project confidence, content should convey openness and transparency. Statements are purposeful and composed, but not overly formal.
Our clients and colleagues have earned an occasional smile or two—in the right time and place, of course.
It is: Positive, engaging, optimistic, inspiring
It’s not: Cold, calculated, impersonal, dull
It is: Confident, direct, experienced, informed, clear
It’s not: Arrogant, quick to to assume, overly verbose
It is: Authentic, open, honest, genuine, flexible, human
It’s not: Rigid, overly structured, mechanical