Brand Voice & Guidelines: Education & Events

Our education values                             

We believe education must be accessible. We provide more possibilities to learn in environments that are safe, convenient and diverse, welcoming dental professionals regardless of stage of practice, location or learning style.

We believe in creating real connections. Networking, tapping into expert guidance and fostering dental team camaraderie have all been essential elements to CDA’s live events. Our virtual options bring together dentists – peers, mentors and leaders – and their extended community of partners in new ways.

We believe in the value of lifelong learning. Education doesn’t stop at graduation and isn’t limited to meeting C.E. requirements. With curiosity, drive and access to cutting-edge courses in new learning formats, dentists can impact their career growth, passion for their profession and the success of their practice.

We believe learning should be exciting. By combining in-person and virtual experiences, we share the best of the art and science of dentistry. Our goals include facilitating dynamic course content, more rapid access to trending topics and the flexibility for dentists to learn when and where they choose.


Our voice and tone                                

Our style, point of view and personality:
The CDA Presents brand voice is inviting and connected. We are experts in the convention experience, yet friendly and approachable. We have an insider’s perspective that engages, informs and encourages attendees and exhibitors. We enthusiastically welcome our guests and take joy in showing our appreciation for them.

The words we choose:
Our language is conversational and genuine. It reflects our knowledge of dentistry and the convention without relying on jargon. Our word choice is more casual than for most CDA communications, and our language adapts for the best practices for each social channel while being true to our voice.

The order, rhythm and pace:
Our social media posts are clear, compact and actionable. The copy moves at a quick and cheerful pace. We experience the convention right along with our guests, so the copy is in active, present tense where possible. We use the imperative mood often to encourage connectivity and participation.

The attitude of the people behind the brand:
 We share an enthusiasm for exceptional experiences, and we take pride in being a valued resource for dentists. Our approach is cheerful and bright. We have fun.

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 and programs. Further exceptions to AP style may be made as appropriate to audience and channel.