Our voice and tone
Our style, point of view and personality:
CDA’s brand voice is both professional and personal. We are confident, yet approachable. We have an insider’s perspective that engages, educates and enables dentists to see the possibilities for their practices. We make each dentist the hero of their own story.
The words we choose:
Our language is clear and authentic. It reflects our knowledge of dentistry without resorting to jargon. Our word choice is purposeful and memorable, and our language adapts for the segment, scenario and channel while being true to our voice.
The order, rhythm and pace:
The copy is in present tense where possible. The copy moves at a thoughtful pace to engage our audience but allows them time to reflect on the opportunities and possibilities. We balance language that evokes emotion with direct and clear messages.
The attitude of the people behind the brand:
We share an optimistic point of view. We are empathetic to dentists’ unique needs and goals. We seek exceptional experiences, and we celebrate members’ successes.
Inclusive storytelling
Our communications and our style guide will continue to evolve to reflect choices that are accurate, empathetic, inclusive and free from bias. Refer to the AP Stylebook’s guidance, including sections on disabilities; diseases; gender, sex and sexual orientation; gender-neutral language; immigration, migration; older adults; race-related coverage; shorthand descriptions; the Religion chapter; the Health and Science chapter. Take note of any CDA clarifications or exceptions to AP Style.
CDA style guidelines
CDA’s first reference for general grammar and language usage is the Associated Press (AP) Stylebook; its second reference is Merriam Webster’s Collegiate Dictionary, Eleventh Edition. CDA’s house style guide addresses exceptions and clarifications to AP Stylebook entries, applicable to all CDA companies. Further exceptions to AP style may be made as appropriate to audience and channel.