Our Visuals
Co-branding approach
Our four pillars
Our tone of voice is made up of four key elements. Everything we say should convey these four elements. Where appropriate certain tones may be dialled up or down, dependent on the subject matter, channel and audience. Think of them as powerful guides to help you bring the voice of The Prince’s Trust to life.
We help young people to embrace opportunities and champion never giving up
What we mean
Brave, caring, empowering, nurturing, strong, steadfast, enriching
What we don’t mean
Overpowering, egotistical, pretentious, presumptuous
We help young people discover their inner strength, overcome struggles and build a brighter future
What we mean
Positive, hopeful, assured, inspirational, uplifting, helpful, elevating
What we don’t mean
Arrogant, boastful, dismissive, ignorant, imperious
We encourage young people to dream big and believe that anything is possible
What we mean
Confident, bright, positive, encouraging, hopeful, trusting, enthusiastic
What we don’t mean
Idealistic, unrealistic, impractical, unworkable
We help young people build confidence and instil self-belief
What we mean
Resolute, single-minded, decisive, tenacious, strong-willed
What we don’t mean
Changeable, flexible, soft, hesitating, wavering