Language guidelines
We limit our production to good stuff. That includes language. Think before you write.
Use this guide as a reference for all communication, and follow the rules when you are writing for Bullhorn. Always defer to a client’s style if it contradicts our own.
And break any of these rules sooner than say anything outright barbarous.
Name
Bullhorn versus Bullhorn Creative? BH? When and why?
Voice
We write:
Powerfully, without excess We ask the hard questions. But we don’t sugarcoat or exaggerate – no superlatives or extraneous adjectives. Adverbs are suspect.
Thoughtfully, and with purpose We are good listeners. This empowers more truth in our writing. Everything we say is anchored in what we believe to be true and to be right.
Something differentiated We seek to add value to the conversation. Look at a situation from a new perspective. We articulate what sometimes seems to be on the tips of others’ tongues, or what feels obvious in retrospect.
Brand tones and values
Good writing isn’t always cut and dry. Like the words we choose, how we write affects our brand voice. Keep the following guidelines in mind when you are writing. And most importantly, be consistent. Our brand tones and values guide the important decisions: who we partner with, where our money goes, what services we provide. They also inform our tone of voice. Use them on the website, social media, and marketing to increase audience connection. Empathetic + Honest We question everything, listen carefully, and respond thoughtfully.
Creative + Decisive We think expansively and make the tough choices to create clarity.
Dissatisfied + Improving We notice what’s broken and we fix it.
Foundational language
Niche We build confident brands with language and design.
Purpose A responsible company doing rewarding work.
About Your brand’s challenges are vital opportunities to rethink, rewire, and refresh. Our strategy-driven process is adaptive, accommodating organizations regardless of project scope or industry vertical. If you have vision, we will generate the momentum you need to realize it.
Our process
Discovery We investigate your core values, unique offerings, competitive landscape, and stakeholder profiles.
Strategy We craft and present our research-based recommendations to provide an objective base for making foundational brand decisions.
Concept We translate strategy into naming, brand identity concepts, and compelling user experience, setting a visual and verbal foundation that helps accomplish strategic goals.
Launch We design and articulate your brand identity through comprehensive brand standards and appropriate launch applications.
Support We help you achieve strategic and creative objectives as your branding partner.
Scopes of work
These phrases are used on the website, in proposals, and in conversations with clients to identify a project’s deliverables. + Brand identity + Brand language + Brand strategy + Sonic branding + Campaign + Launch campaign + Capital campaign + Illustration + Animation + Packaging + Signage + Marketing materials + Trade show design + Photo art direction + Video production + Website design + Website development + Brand guidelines + Naming + Content strategy + Content writing + Social media strategy + Partnership
Writing style
Contractions Contractions help our writing feel friendly and conversational. Use them like you do in everyday speech.
Exclamation points Exclamation points can be effective when used sparingly. But they can also feel unprofessional and over-excited. Use them primarily in response to comments on social media.
Headlines Capitalize only the first letter of headlines. Use a period if the headline is a complete sentence.
Oxford comma To avoid ambiguity, use the Oxford comma before the last item in a list.
Branding process + deliverables
About statement A concise, clear description of your brand; the what.
Audience profiles Demographic and psychological profiles of a brand’s target audience: who is buying, and why?
Bios Staff member biography copy. Ranges from short functional pieces to longer brand-building pieces
Brand The perception of an organization.
Branding Identity, marketing, or communications.
Brand guidelines A set of rules that explain how a brand works. Guidelines typically include visual identity, verbal identity, personality, and core values. Sometimes referred to as a brand manual, brand standards, style guide, or brand book.
Brand positioning statement The definition of your brand’s niche: what you do, for who, and what makes you different.
Brand promise What people can expect every time they interact with your brand.
Brand triangle A representational framework that answers fundamental questions about a brand and its positioning. It moves from the more specific, tangible at the bottom to higher order concerns at the top. Can include features and benefits, skills, truths, personality, values, and brand essence.
Case studies Real-life work examples written to demonstrate how a brand has approached a challenge or project in the past. A template includes a step-by-step outline with examples.
Core values Core values are an organization’s compass. A core value is something that makes an organization distinct. It is something the organization wouldn’t abandon for financial benefit. They can’t be manufactured, they can be uncovered.
Elevator pitch A short, memorable pitch that may include your brand’s what, how, or — most importantly — why.
foundational language Any language that is widely and flexibly used to introduce an organization. Can include tagline, about statement, mission statement, elevator pitch, etc.
Headlines In the context of language deliverables, headlines are starting points that speak to a brand’s values, mission, or offerings.
History The historical neighborhood/community story of a brand or project. Contextualizes what a brand is doing within a broader narrative.
Logo A recognizable and distinctive graphic design, stylized name, unique symbol, or other device for identifying an organization. A logo is commonly a combination of a symbol and a logotype.
Logotype The typographic element in a logo. Normally constructed from the business’s name set in a consistent typographic style.
Mission A declaration of your organization's purpose and how you will achieve it.
Name explainer The story behind the brand or product name. Can include internal talking points and/or external messaging.
Press release An official statement provided to news media. It is concise, straightforward, and compelling. The first line should tell you everything you need to know, followed by supporting information. Typically contains one quote from source, ending with the elevator pitch/about statement.
Social strategy or guidelines Brand voice as applied to social media. Includes content category suggestions, copy style and voice, and examples. Does not include content calendar or specific posts.
Story Historical and personal context of an organization. Builds connection with audience through specific, evocative details.
Style guide A guide to the mechanics of on-brand writing.
Symbol The simple form in a logo. Normally constructed from shapes, illustrations, or abstract graphics. Sometimes referred to as the mark.
Tagline A short statement, sentence, or phrase that summarizes the brand in offering or intention.
Verbal identity Foundational language, lexicon recommendations, voice, and tone.
Visual identity The foundational visual materials necessary for building a brand. Often a logo, typography, and colors.
Voice guidelines A how-to guide for writing in a brand’s voice in terms of copy style and tone (with examples)
Web copy Brand voice applied to all web content.