Language palette

Open, honest and engaging – the way we talk will tell people a lot about us. Territorians see right through doublespeak. Our language should make us accessible to them.

Download Writer's Style Guide

Writer's Style Guide.pdf

Style and tone

The style and tone of language should always be open and engaging. We should make it easy for our customers to understand us.

Remember that TIO understands the needs of Territorians. This suggests language that is open and direct, positive and friendly. Simple words, simple sentence structure and direct language should be used.

A good gauge is the number of punctuation marks used – the more commas, colons, semi-colons and parenthesis used is normally an indicator of more complex language.

While TIO products can be complicated at the back end, our language will reassure people that we are making it easy for them to access. Jargon should be avoided at all costs. Where technical information must be included, use it in an appendix and explain what it means with footnotes.

Similarly, acronyms should not be used, with the exception of the brand TIO. Never use the term PDS. Use “Product Disclosure State” first followed by “the disclosure” subsequently.

Language is always positive.

Correct: We believe in helping people out in times of need.

Incorrect: It’s not our way to leave people in a bad situation.

Special guidelines

  • The brand name TIO should always be used, never “Territory Insurance Office”.
  • The brand name should stand alone and not be preceded by an article.
    • Correct: TIO has helped flood victims
    • Incorrect: The TIO has helped flood victims
  • However, the article may be used when TIO is used as an adjective:
    • Correct: A TIO claims manager will be in Katherine today to help flood victims
  • Where possible and appropriate, try to incorporate the brand positioning statement in a document or advertising. For example:
    • The claims manager said it was the Territory way to help when people are in need
    • The new bank account helps people to invest the Territory way
    • Ensuring people get back to work after an accident is just another example of how we care for people the Territory way
  • Set the brand name and positioning line in the same font as surrounding text. Do not bold, enlarge, italicize or underline for emphasis.