Writing as Mondi. A guide to our tone of voice

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1 Writing as Mondi A guide to our tone of voice Version

2 Contents 1 Welcome 3 2 Why words matter 4 3 What is tone of voice? 5 4 Our tone of voice 6 5 Writing tips 13 6 Writing for different audiences 15 7 Using English as an international 16 business language 8 Contact us 17 ToV Guidelines Version

3 1 Welcome This guide has been written to help us all become more consistent when we write as Mondi. It has been created with marketing and communications specialists in mind, but may be helpful to anyone producing written material on behalf of Mondi. This guide is part of our Corporate Identity Guidelines. If you are involved in producing written material for Mondi, please take a look at these and in particular at Writing as Mondi grammar & terminology guidelines our detailed guidance notes on the grammatical and language conventions we adopt in Mondi. ToV Guidelines 3

4 2 Why words matter In a competitive market, our challenge is not just to find solutions for our customers. We also need to be able to communicate who we are and what makes us different. We need to be clear, engaging and consistent. We need to go to the heads and hearts of our audiences. We have four ways of doing this: What we do the way we behave around each other, customers, suppliers, partners and other stakeholders What we say our story and key messages If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart. Nelson Mandela How we look our visual identity including our logo, colours and templates How we write our verbal identity including our guide to tone of voice and grammar & terminology guidelines. We have a strong visual identity that is easily recognisable as Mondi. We want to make better use of our verbal identity to make us stand out and drive value across the business. This is a guide to writing with a consistent Mondi tone of voice in a way that works for you and for your audience. ToV Guidelines 4

5 3 What is tone of voice? In everyday life, the tone we use reflects our personality who we are and what we stand for. It s how we speak to people and how they know we re interested in them. It s the basis of our personal and professional relationships. In commercial life, we can use a consistent tone across the Group to express who we are one Mondi, working with a single purpose. We can use it to stand out from our competitors and establish trust, respect and value, by expressing our values and culture. Writing is easy. All you have to do is cross out the wrong words. Mark Twain In other words, we can t claim to have a passion for performance if our writing is sometimes vague, uninspiring or contains jargon. We can t claim to act with integrity if our writing is likely to be misinterpreted. We need our writing to sound like Mondi. Our tone of voice is how we express the Mondi personality when we write. ToV Guidelines 5

6 4 Our tone of voice What does it mean to sound like Mondi? We have developed a description of Mondi s tone of voice which is rooted in The Mondi Way (our Purpose, Strategy, the Mondi Diamond and our Culture and Values) and Inspire (our programme to support our Culture and Values across Mondi). Our tone of voice comes from the heart of the business our values. We sum it up in three ways; We have a Passion for Performance We re Caring We Act with Integrity ToV Guidelines 6

7 We have a Passion for Performance This includes being Dynamic and Entrepreneurial. So we need our writing to feel energetic and enterprising. We want to communicate in an efficient way. And we want to always think creatively about how to communicate better. How to write with Passion for Performance: Be professional. We work at pace but never at the expense of quality. Let your writing reflect the quality we bring, even when we are talking about the value we deliver. Be enthusiastic. Being professional doesn t have to mean being impersonal. Let your writing reflect your passion! Get to the point. Be direct. Say what you mean, quickly and clearly. Use active verbs and avoid jargon. Keep technical terminology to a minimum and make sure it s helping, not hindering. Go the extra mile. Keep looking for creative ways to improve your communication. Passion for Performance Dynamic Entrepreneurial ToV Guidelines 7

8 This isn t Mondi Innovative. Every day Our focused systems are calibrated to achieve further product enhancement and development and process optimisation, by cooperating with strategic partners, such as customers, suppliers and research institutes. This enables us to anticipate new technologies and offer cutting-edge products. This is Mondi Innovative. Every day We re inventors, creators, pioneers listeners. We love to find smarter ways to help our customers do things better. An example of writing with Passion for Performance This company is using a lot of big words. But what does it all add up to? Where is the passion to communicate? How does it help me? This isn t Mondi. This company wants to tell me what it can do for me. It chooses its words carefully, and gets to the point briefly, professionally, with enthusiasm. This is Mondi. ToV Guidelines 8

9 We are Caring This means we show Respect and use communication to Empower people. We re open to other points of view. We behave with sensitivity and fairness. We can bring this to life when we write by focusing on our audience and thinking about what they need, not just what we have to say. How to show we Care in our writing: Write with empathy. Before you begin, think carefully about what your audience is looking for and what you want them to think and feel when they finish reading. Keep it short. Show your audience respect by taking the time to write succinctly. Know your subject. It builds trust and shows you care about the topic. But please don t sound superior. Sensitivity, fairness and balance. Mondi is a diverse organisation spread across 31 countries. Be sensitive to the cultural contexts you are writing in. Caring Respectful Empowering ToV Guidelines 9

10 This isn t Mondi Environmental mitigation, stewardship and sustainability have now been incorporated into the company s new values and vision and maximised systems of strategic environmental processes will be a core part of future strategy going forward. Strategic, measurable goals will be developed as a benchmark against which to measure progress in reduction of the company s footprint impact (from raw materials to final products). This is Mondi For us, acting sustainably makes good business sense. We don t just talk about sustainability; we make it part of the way we work every day. We understand and respond to the complex global issues around climate change, energy, water scarcity, biodiversity and ecosystems, and we work hard to minimise our environmental footprint. We want to make a real and lasting contribution to the communities we work in. And most importantly, we safeguard the wellbeing of our people. Our business depends on being responsible and we believe that being part of the solution secures our future. An example of writing that shows we Care Does this company really care about the environment? It talks about itself in the third person. It hasn t taken the time to write in a way that makes us care. This isn t Mondi. This company cares. It acts responsibly. It wants to tell us what it is doing. It takes the time to tell a complex story in a straightforward way. This is Mondi. ToV Guidelines 10

11 We Act with Integrity This means being Responsible and Transparent. At Mondi, when we act with integrity, we take personal responsibility for what we do, and act with honesty and consistency. We can show this in our writing by making it personal, making sure our writing reflects who we are and being open to improvement. How to write with Integrity: Be yourself. Don t turn into someone else just because you are writing an official document. Start by writing the way you talk, then refine and polish. Check your writing against our guidelines. Be honest. We sometimes have difficult messages to convey, or we don t know all the answers. Never compromise on honesty. Say as much as you can, clearly and openly. Get it right. Take personal responsibility for what you say in every piece of written material you are involved with. Don t send anything on that you are not happy with. Relax your style whenever appropriate. Don t be too formal unless you are required to be it gets in the way of your message and it can make your writing seem impersonal and out of date. Acting with Integrity Responsible Transparent ToV Guidelines 11

12 This isn t Mondi Dear Sir It is regretted that due to its current programme of corporate social responsibility (CSR) commitments and its policies in this area the company is unable to comply with your request for support for funding on behalf of your charity. To avoid further disappointment if you wish to reapply in the next fiscal year, please ensure you have fully read the company s policy on supporting appropriate charities and the criteria used in the selection process as outlined in the section CSR Charitable Activities on our website. Yours sincerely, Amanda DuToit This is Mondi Dear Adrian Thank you for sending us details about your organisation. We have read them with great interest. Unfortunately we can t help you this year as we have already fully committed our annual CSI budget. However, we strongly believe in investing in the communities we work in. So without being able to promise anything for next year, please send me a proposal that explains how we could work together and we will consider your organisation in our plans for next year. I wish you the very best in the wonderful work you are doing. Yours sincerely, Amanda DuToit An example of writing with Integrity This letter says sorry, but it doesn t mean it. It responds by cutting and pasting. It speaks in the third person. There s no personal responsibility here. This isn t Mondi. Although it is turning someone down, this letter takes personal responsibility. It s professional, but the person writing it is writing as herself. She clearly wants to help. This is Mondi. ToV Guidelines 12

13 5 Writing tips 1 Start with your audience Think about who they are and what they think now. Then decide what you want them to think when they finish reading and tailor your message. 2 Be ruthless (with yourself) Think carefully about what you are trying to say. Make sure you are absolutely clear on the main points before you start. 3 Make it personal Wherever possible, say We and Our instead of Mondi. 4 Use active verbs They are stronger, more direct and more personal. Compare: The issue will be raised in due course with We will deal with the issue as soon as we can. The most valuable of all talents is that of never using two words when one will do. Thomas Jefferson 5 Be open to doing it better We don t often get things perfect the first time. Try to build in time to review what you have written, and redraft if necessary. ToV Guidelines 13

14 6 Use everyday language Ask yourself if something simpler would do: Along the lines of Consequently Ensure Forward In excess of In respect of In the event of In view of For the purpose of Prior to Subsequent to Regarding Whilst like so make sure send more than for if since for before after about while 7 Avoid overusing business jargon Using jargon is not the same as being professional. Watch out for abstract words like these if overused they destroy good communication: It is with words as with sunbeams. The more they are condensed, the deeper they burn. Robert Southey process, value add, leverage, alignment, ownership, maximise, competency, validate, support, asset, parameter, knowledge-based, scalable, best practice, synergy, core, empower, optimise. 8 Reflect our values Are you showing our passion for performance, that we are caring, that we act with integrity? ToV Guidelines 14

15 6 Writing for different audiences We want everyone to sound like Mondi, but that doesn t mean we should all sound the same all the time. Good communication involves adjusting your tone to suit your audience and your context. There is a clear difference between speaking to investors and talking to potential recruits. We also work across a range of geographies and always need to be sensitive to cultural expectations and interpretations. So we adapt our tone of voice to suit the context. The emphasis may be different, but we re still Mondi. ToV Guidelines 15

16 7 Using English as an international business language Different countries and cultures use and interpret English very differently. At Mondi, our default language is British English. We use this unless there is a good reason not to (for example, when communicating with local markets in the US). Please take care when making translations. It s not just about being accurate. It s about bringing the Mondi tone of voice to life naturally and locally. Use the language guidelines and ask communications professionals to offer advice, especially when producing copy for a wide audience. Always ask Will our audience get the message?. ToV Guidelines 16

17 8 Contact us For more information contact: Group E&I MSAD The name Mondi has its origins in South Africa and comes from Mondia Whitei, a flower that grows in the hills near Durban. ToV Guidelines 17

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