Brand Voice & Guidelines: CDA Foundation

Our voice and tone                                

Our style, point of view and personality:
The CDA Foundation’s brand voice is warm and compassionate. We shine a light on health care issues without compromising the dignity of the individuals we serve. We see dentists as heroes and healers. We are ever grateful to our volunteers and donors. We enthusiastically champion better oral health for all Californians.

The words we choose:
Our language reflects our heart-forward approach to care. Our word choice is purposeful, adapting to be relevant to each audience segment, scenario and channel while being true to our voice. We promote health, hope and happiness.

The order, rhythm and pace:
The copy is in present tense where possible. The copy moves at a thoughtful pace to stir emotion in our volunteer and donor audiences. In communications to patients, we are clear and helpful, compassionate but not promissory.

The attitude of the people behind the brand:
We believe we can change the lives of others in need. We are part of a community that expresses the best aspects of dentistry. We put compassion into action.

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 Foundation style guidelines                              

The CDA Foundation’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.