Brand Voice & Guidelines: TDIC

Our voice and tone                                

TDIC was started by, and only protects, dentists. We understand dentists, and we speak to them on an emotional level, building relationships based on trust and integrity. Dentists are our colleagues, not just our customers. Through our language, we make them feel safe and secure, providing them with products and services they need to be successful in their practice.   

TDIC style guidelines                              

TDIC’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.