Brand guidelines Royal British Legion 38 Our tone of voice Our tone of voice defines the way our organisation uses language and it helps us differentiate ourselves from our competitors. We use five tonal values arranged into a simple matrix. These values are composed of a mission statement, a key theme and four sub-themes (see next page). Our core and most important tonal value is the central one, We’ve got your back. Your copy should always in some way reflect this tonal value. The four tonal values orbiting it can be used in varying degrees. You can ‘flex’ them up and down as and when they are appropriate. You can even omit one of these tonal values entirely if you are using others more strongly. Please see the full Tone of Voice guidelines for more detail. Confident Champions Modernity Modern Britain Empowering We’ve got your back Human Warm welcome Empathetic Determined Logo Framework Elements Expression Gallery Information