Brand & Style
Guidelines
October 2022
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Brand & Style
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Introduction
This document is an introduction to the Media Cymru brand. It outlines the key elements that make up the brand identity and showcases how they come together to create a collection of brand touch points.
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Brand Strategy
The Basics – The Who, Why, What & How
Your brand strategy is a distillation of the future aims/culture of our business. Some of the following words or statements may feel uncomfortable or untrue at the moment, but the brand strategy is a way of concisely articulating all that is positive about the business in order to build confidence and inspire you to forge forward with clear and refreshed aims and objectives.
This strategy document is ‘live’; it is constantly evolving, growing and open to change and alteration based on your circumstances. This brand strategy should be seen as sustainable enough to grow with you, but flexible enough to encourage innovation and forward-thinking.
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1.1
Who we are
We’re Media Cymru.
A collaboration aimed to turn Cardiff and the surrounding capital region’s media sector into a global hub for media innovation with a focus on green and fair economic growth.
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1.2
What we mean
What Media means to us
Our focus — as our name suggests — is on the media sector, but what exactly does this mean? The definition of media is broad: it includes film, TV, audio and print media, gaming and the rapidly converging screen-based digital tools that cut across the creative industries.
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1.3
Who we are
Why do we focus on Cardiff Capital Region?
Media Cymru is for and about Wales — but the core of our work focuses on Cardiff and the surrounding capital region.
Cardiff Capital Region is one of the best performing and third largest media clusters in the UK (London first, Manchester second), creating one in eight of all new UK jobs in Film and TV.
By building on the global successes already happening in the region’s media sector, harnessing existing knowledge, increasing capacity for innovation and generating skills, we can shape the future of media in Wales as a whole.
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1.4
Our Purpose-
Why we do what we do
We believe in Wales’ potential to shape the media industry. Locally, nationally, and globally.
Cardiff and the surrounding capital region has already situated itself as a major player in the media industry, but with greater funding, diversity, and opportunities for innovation, Wales can become a global leader.
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1.5
Our Reason to Believe
Cynefin
In Wales, cynefin means ‘a sense of place’ – its history and identity, its landscape and street life. In South Wales, our cynefin was long defined by manufacturing, but in the last decade, the creative industries have become our coal and steel. The creative economy has become a cornerstone to the Welsh economy.
More than 15% of businesses in Cardiff are now in the creative industries, and South Wales has more TV and film studio spaces than anywhere in the UK, outside of London. In recent years, the Cardiff Capital Region has grown to be the UK’s 3rd largest film and TV industry employer (after London and Manchester).
This is part of the new Welsh cynefin: a place where economic activity creates both jobs and a sense of identity. And it can be delivered with wit, heart, authenticity and soul, and offer the promise of a greener, fairer, more creative economy.
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1.6
Our Vision-
Our ultimate goal
Make Wales a green, fair, and economically sustainable hub for media production and innovation. A country internationally recognised and where Research & Development is embedded into its thriving media sector.
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1.7
Our Mission-
How we’ll achieve our vision
We will…
Shape the future of media in Wales
By…
Using innovation as a key driver of sustainable and inclusive economic growth.
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Our Mission Statements
Your mission statements are your brand action points. They should concisely empower you, inspire you, refocus you when needed and ultimately guide you towards your vision daily. They also help form your unique culture. Your culture is what defines Media Cymru internally. The following messages needn’t be used within our outbound marketing if you don’t want them to, but should shine out naturally from the way you interact with your audience. See the following as a manifesto to live and work by.
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2.1
We're Media Cymru
and we…
Harness the power of collaboration
We unite people towards a common goal to grow the sector. We build on each other’s strengths. We shape the industry as a collective. To achieve our vision for Wales — we must collaborate. Great things happen when we work together. Our strength is in teaming up.
United | Collaborative | Inclusive
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2.2
We're Media Cymru
and we…
Enable people to become even more brilliant
We encourage talented people to keep creating. We support the development of their ideas and businesses. We enable them to grow. Progress is all we want for our creatives — the opportunity to show up and scale up.
Encouraging | Inspiring | Facilitating
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2.3
We're Media Cymru
and we…
Create new solutions to existing challenges
We identify areas of potential and growth. We’re ready for change. Without diverse voices, equal opportunity, sustainable initiatives, and bilingual production, the media sector can’t thrive. We think differently to tackle these challenges, and open doors for progression across the board.
Progressive | Resourceful | Committed
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2.4
We’re Media Cymru
and we…
Think long-term to create a bigger impact
At our core, we’re a vehicle for sustainable and inclusive economic growth in the Welsh media sector. A pathway towards the future of Wales. We don’t just focus on the here and now. We realise the creative visions of today to create opportunities for tomorrow; to ensure the health and happiness of generations to come.
Strategic | Forward-thinking | Visionary
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2.5
We’re Media Cymru
and we…
Have a local vision, but global ambition
In Wales, we’re a small country but a major player. We work together locally to become a hub for media innovation globally and shine a spotlight on our impressive capabilities and achievements for the world to see.
Confident | Ambitious | Innovative
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Our Brand & Core Values
Your core values act as the backbone of our everyday. They are what drive your mission and vision, and are the makeup of New Pathways purpose.
They should not only distil how you currently operate, but also give you the inspiration and impetus to forge forward, innovate and always strive for better.
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3.1
Our Brand Core Values
Collaboration/Cydweithio
We work together
A collaboration aimed to turn Cardiff and the surrounding capital region’s media sector into a global hub for media innovation with a focus on green and fair economic growth.
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3.2
Our Brand Core Values
Innovation/Arloesedd
We champion innovation
Our innovation is our differentiator. Our driving force. We genuinely encourage creativity and positively push each other to explore new ways of working.
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3.3
Our Brand Core Values
Fairness/Tegwch
We unite voices
Representation matters to us. We are made up of different voices, experiences, backgrounds, and perspectives. We build non-judgemental spaces and champion equal say.
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3.4
Our Brand Core Values
Sustainability/Cynaliadwyedd
We value our environment
Working with the United Nations’ Sustainable Development Goals, we’re committed to shaping a greener future for our planet and our people. This enables us to focus our attention on the things that really matter to us, our country and the world, whilst positively contributing to the media sector growth.
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3.5
Our Brand Core Values
Advocacy/Eiriolaeth
We champion other
We’re a team of enablers, listeners, and motivators. We’re supportive of each other’s projects, champion each other’s ideas, and take a genuine interest in helping each other succeed.
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Our Brand Archetype & Personality
Archetypes (or Jungian Archetypes) were developed by psychoanalyst Carl Jung in the early 20th Century to map out the universal personality traits, regardless of culture or language, inherent within all people (and as such, every character in a film, book, myth or legend, poem, song or piece of art known to man). As humans, we more often than not sense and interpret these archetypes sub-consciously and instinctively.
Archetypes are effective because they are within us all, and as Jung claimed, are shared by the whole human race as part of our “collective unconscious”, so as humans, we easily relate to them.
Brands are no different and using archetypes to differentiate ourselves and our personality can ensure we build enduring relationships with your target audiences. For example, many people don’t understand why they like a certain brand, “they just do”. They get a certain ‘feel’ for it, a warmth or sense of belonging. Perhaps a sense of intrigue or wanting to know more. This is due to a clear archetype being present within the brand, and that archetype fulfilling a particular need or want within that person. It’s about connection.
As with humans, we define Archetypes through their desires, values, fears and motivations. The following page is an analysis of Media Cymru brand archetype as uncovered in the workshop and is a perfect lead in to discuss your overall brand personality and tone of voice.
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4.1
Our Brand Archetype is...
The Creator
Creator goal
To give form to a vision
Creator promise
Innovation
Creator desire
To create something of everlasting value
Creator motivators
Creation, ideation, invention, value
Creator fears
Stagnation, mediocrity, conforming to norms/ old ways of working
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4.2
Primary Archetype
The Creator
“If we want to grow, we have to innovate”
“We’re make it happen people”
“We like a challenge”
“We’re really trying to make a difference”
“We’re about ideas and ideas are about the future”
— Media Cymru Brand Workshop, 2022
- Creators unlock potential, realise visions, and promise authenticity.
- Creators are driven by freedom and creativity, but they do tend to stay within certain parameters of control.
- Creators celebrate the creative process and inspire self-expression. Creators spark other people’s imagination and their desire to create and innovate.
- Creators are motivated by turning ideas into tangible products.
- The workplace culture of Creator brands, whether structured or more relaxed, always encourages imagination and innovativeness.
- Creators build collaborative environments, but also promote the autonomy of individuals.
- Creators don’t create for the sake of it. They create to transform lives and realise ideas.
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Target Audience Groups
Here we introduce some members of your target audience personas across different demographics. Understanding your audience helps you to understand why your tone of voice is so important, and how you can subtly adapt your content to suit different people based on their motivations and values.
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5.1 - Persona 1
Media Industry
(Company)
Name : Gethin Roberts Age:38
Lifestyle
Gethin manages a small and agile team. He’s very
focused on work and is in and out of client meetings.
He’s a fan of co-working spaces, Slack, and Asana for task management. Outside of work, he’s an outdoorsy early riser who enjoys cycling, indie lunches, and dabbling in Crypto.
Why have they come into contact with you?
To receive funding for the company’s innovation pipeline. What are their emotional and/or financial drivers?
To generate turnover; support the growth of the sector in Wales; put Wales on the map; and to take the opportunity to do funded R&D.
What are they looking to achieve through supporting/ collaborating with you?
Grow their business; grow their network; exporting; international connections; increase their knowledge.
What stops them from being able to achieve this?
Time — too busy to apply and to do R&D; money, capacity, and resources; knowing about us and what we do / are looking for; having the right idea.
Occupation: CEO of Media SME
How do they tend to find you?
LinkedIn; word of mouth referral.
What are their current perceptions and misconceptions of your brand?
That we are ‘closed door’ because they’re not in the Consortium already; that they don’t need support because they already run a successful business; that we’re the same as Clwstwr and/or another funder; that we are a commissioning fund; that the process will come easily.
What do you get from each other?
We expand our network and understanding. They get funding; R&D guidance and frameworks; commercialisation knowledge and implantation; access to our network of experts; to expand their network across disciplines; to gain another income stream, and opportunities to showcase their products / company.
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5.2 Persona 2
Media Industry
(Freelance)
Name : Sadia Ghadi Age:23
Lifestyle
Sadia works shifts and late nights creating content for TikTok and Instagram. She’s a regular attendee of Drink and Draw. She’s always looking for content to create, exhibitions to attend, and cool installations. She likes to be part of the creative scene — especially Welsh music. She’s not from Cardiff but is here to build her career. She enjoys coffee, espresso Martinis, and her Sony Z6.
Why have they come into contact with you?
To apply for Innovation for Creatives — our 5 day programme.
What are their emotional and/or financial drivers?
Interest in the creative sector; want to further career and find work; meet people who can introduce them to opportunities and collaborations, Motivated by funding but mostly support / framework.
What are they looking to achieve through supporting/ collaborating with you?
Skills development; confidence; take next steps in the industry.
Occupation: Freelance Content Creator/Barista
What stops them from being able to achieve this?
Lack of specific contacts; lack of understanding of industry; knowing where to find us or not knowing about us.
How do they tend to find you?
Social media (TikTok / Instagram); e-newsletter.
What are their current perceptions and misconceptions of your brand?
No current perception of the brand. Potentially feels we’re stuffy (university connection); not for her.
What do you get from each other?
Connections; contacts; new ideas; training; potential to apply for funding; a cohort of supportive peers; new academic contacts; that they’ll be part of something for the next five years; opportunities; case studies; new stories; events etc.
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5.3 - Persona 3
General Public
Name : Dewi Jones Age:40
Lifestyle
Dewi lives with his partner and young family. He walks to work, reads actual newspapers, swimming, and singing in choir. He’s passionate about volunteering and is committed to helping others inside and outside of work. He’s a Welsh speaker and school governor. He’s interested in local, nation- al, and global affairs.
Why have they come into contact with you?
They want to know what’s going on in their community and are happy to share information with interested groups in their network.
What are their emotional and/or financial drivers?
They want a nicer and safer community and this ‘movement’ helps that.
What are they looking to achieve through supporting/ collaborating with you?
They want to be in the know — a fountain of information fix- ing problems in their local community.
Occupation: Community Support Worker
What stops them from being able to achieve this?
Not media industry savvy, but they like film and TV; not likely to engage with us on social media; switches off hearing words like ‘innovation’ and ‘research and development’.
How do they tend to find you?
LinkedIn; word of mouth referral.
What are their current perceptions and misconceptions of your brand?
Understands what we’re trying to achieve and nuanes of the work packages.
What do you get from each other?
We get a wider reach — tapping into communities we wouldn’t usually target because they’re not creative. They get an understanding of the sector and access to the university.
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5.4 - Persona 4
Policy Makers/ Government
Name : Sarah Sheldon Age: 50
Lifestyle
Sarah lives in a rural area outside Cardiff. They spend most days setting up at home for a day of Zoom meetings, walking their dog, and making fresh pots of coffee. Outside of work, Sarah likes outdoor sports like hiking, kayaking and mountain biking. They sometimes partake in charity running challenges (10Ks etc.). They holiday in the UK — camping, visiting Edinburgh Fringe, and seeing new exhibitions at the Tate.
Why have they come into contact with you?
To get information about Media Cymru; to give information about initiatives of interest to Media Cymru and its participants; to be updated on Media Cymru progress; to make connections across WG for partnership working; for media opportunities / ministerial visits.
What are their emotional and/or financial drivers?
They are motivated by the desire to build up the sector in Wales — to make it more connected and prosperous. They want to see the best conditions for SMEs, freelancers and large companies. They want Wales to be players on the world stage.
What are they looking to achieve through supporting/ collaborating with you?
To see measurable impact from funding; good projects and news stories; to further develop the narrative of Wales in the media and increase awareness, understanding, and engagement with the sector; to give feedback / constructive criticism on our offering.
Occupation: Sector Development Lead
What stops them from being able to achieve this?
Potentially a lack of joined up approach; established ways of working / processes / regulations; lack of resources — time and people; less understanding about creative industries from policymakers; conflicting priorities; larger issues at play — like macro environment.
How do they tend to find you?
Internal comms at WG; social media; word of mouth.
What are their current perceptions and misconceptions of your brand?
That we can do it all / solve everything; a lack of detailed knowledge of the work packages and specific interventions would make them think we are the ‘go to’ for any media sector questions / requests / funding asks; that this is the same as Clwstwr that we are
a commissioning fund; that the process will come easily.
What do you get from each other?
We both get information about what is happening in the sector from each other. We can provide academic news and they can provide political updates /
priorities.
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5.5 - Persona 5
Investors
Name : Karen Thomas Age:45
Lifestyle
Karen spends a lot of her time in meetings, meeting different people and businesses. She’s organised and always on time. She commutes on the train from valleys. She’s a smart dresser. She likes opera music and going for dinner and drinks with her friends.
Why have they come into contact with you?
Signposting businesses; wants to know if she can perhaps give a talk at one of our events; make a connection between one of our projects/opps and a business she knows; she might have an opportunity that we can share with our participants peline.
What are their emotional and/or financial drivers?
Wants to be present in all sectors; motivated by our audience/creative businesses; she is thinking about the money that is available for businesses.
What are they looking to achieve through supporting/ collaborating with you?
Occupation: Business Development Advisor
What stops them from being able to achieve this?
Not knowing who in our team to contact; finding a way in; might not understand the creative industries in comparison to sectors she has knowledge in.
How do they tend to find you?
LinkedIn; word of mouth referral.
What are their current perceptions and misconceptions of your brand?
That we are ‘closed door’ because they’re not in the Consortium already; that they don’t need support because they already run a successful business;
that we’re the same as Clwstwr and/or another funder; that we are a commissioning fund; that the process will come easily.
What do you get from each other?
We expand our network and understanding. They get funding; R&D guidance and frameworks; commercialisation knowledge and implantation; access to our network of experts; to expand their network across disciplines; to gain another income stream, and opportunities to showcase their products / company
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5.6 - Persona 6
Sector/ Industry Organisations
(Connector)
Name : Taila Griffiths Age:29
Lifestyle
Talia enjoys meeting with friends and going to indie music events. They work regularly in the office and like walking to work. They’re an active member of the art scene and often attend film networking events and exhibitions. They live in a 2 bed flat with their sausage dog. They quite enjoy being outdoors (especially festivals) and love going on city breaks.
Why have they come into contact with you?
They want to find ways to engage with Media Cymru; attend industry specific events; collab / partner with us on an event from their organisation; see what is relevant to them that they can share with their audiences.
What are their emotional and/or financial drivers?
Their job is to contribute to the film and tv sector in Wales so will keep an eye on our content to stay in the know and keep in the loop. They’re motivated to grow the sector and be heavily involved in it.
What are they looking to achieve through supporting/ collaborating with you?
They want a more joined up, prosperous, active sector; to achieve coverage / collect content for their channels / spotlight people connected to their brand who are involved in Media Cymru.
How do they tend to find you?
LinkedIn; word of mouth referral.
Occupation: Communications Officer
What stops them from being able to achieve this?
Not having the content; not being connected to us; not knowing it is happening. We should highlight it and reach out to them. They have a lot on; time-poor; have their own focus; this will be an extra thing for them to deliver. We want to make it easy for them to share. Hurdles could involve wrong sized images; not having correct handles on social media; not having welsh language version of content. Might stop engaging with us if they don’t have time; don’t know what content is relevant; don’t realise the value of what Media Cymru is doing or how it all works.
What are their current perceptions and misconceptions of your brand?
That we are ‘closed door’ because they’re not in the Consortium already; that they don’t need support because they already run a successful business; that we’re the same as Clwstwr and/or another funder;
that we are a commissioning fund; that the process will come easily.
What do you get from each other?
We expand our network and understanding. They get funding; R&D guidance and frameworks; commercialisation knowledge and implantation; access to our network of experts; to expand their network across disciplines; to gain another income stream, and opportunities to showcase their products / company.
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5.7 - Persona 7
Educational Organisations
Name : Abbie Fowler Age:27
Lifestyle
Abbie loves wild swimming, attending indie events and collecting new house plants. She drinks oat milk in her coffee and follows a plant based diet. She follows a routine and appreciates self-care. She enjoys her job — it aligns with her personal values.
Why have they come into contact with you?
They want to understand more about our research and our actual impact — with a view of getting involved if we’re credible.
What are their emotional and/or financial drivers?
Purely emotional and academically driven; they want to create new research that doesn’t exist yet; the combination of the creative sector and sustainability is interesting to them.
What are they looking to achieve through supporting/ collaborating with you?
Opportunity to collaborate on research; attend or speak at events; meet like minded people.
What stops them from being able to achieve this?
Initiative fatigue; lack of confidence in programmes like this; conflict of beliefs/ideology.
Occupation: Senior Researcher or Sustainability Lead
How do they tend to find you?
Intranet in their institution; word of mouth; seeing our presence around campus.
What are their current perceptions and misconceptions of your brand?
Another big money government grant — what makes this one any different from the rest? Misconception that it’s not for them; we’re all talk when it comes to sustainability; potentially we’re a bit ‘corporate’; doesn’t understand the vastness of the media sector.
What do you get from each other?
Knowledge exchange — we would get their academic expertise and they would get our industry knowledge. Less criticism from a group that is vocal; constructive criticism; improve our best practise. They would get hope that the world isn’t so awful; networking opportunities — it would change their perceptions about the industry.
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5.8 - Persona 8
Media Industry
(Company)
Name : Bejamin Age:55
Lifestyle
Benjamin spends time travelling for work to suppliers,
commissioners, and film / tv festivals. He oversees projects at scale for a me- dium sized enterprise, makes key business decisions, and approves budgets and hiring. He is influential in his field with decades of experience. He sup- ports the sector in Wales and wants to support the growth, but has an eye on his own company’s profit and commercialisation opportunities. He is a visual thinker and vibrant leader. Outside of work he plays five aside football, watches shows and YouTube videos about emerging technology, enjoys a nice bottle of wine, and mentors others in the industry.
Why have they come into contact with you?
They are a member of the Consortium so they are in regular contact with us to give updates on their project; to develop their project; to claim money for their project; to get updates from us on the pro- gramme; to help propose next steps for the programme.
What are their emotional and/or financial drivers?
They support the development of media innovation in the CCR as a member of the Media Cymru Consortium. They want to see the sector grow and they want their business to be part of that growth. Financially, they get funding to do a R&D project which also benefits the sector.
What are they looking to achieve through supporting / collaborat- ing with you?
To research and develop a new product, service or experience; to solve a problem or address a challenge in the sector; to raise the profile of their busi- ness; to engage in innovation; to grow.
Occupation: Managing/Creative Director
What stops them from being able to achieve this?
If they get too busy with the day job; if there is too much process / procedures; if they don’t read our communications; if they miss a meeting of the Consortium.
What are their current perceptions and misconceptions of your brand?
In real life meetings or on email. They have a good, rounded perception of Media Cymru as have been involved from the begin- ning but may have misconceptions which are skewed to their own project — they may not be as informed about all the composite parts.
What do you get from each other?
From each other we get match funding; access to talent; access to knowl- edge and contacts in the sector. The benefits of our relationship are knowl- edge; experience; a place to meet; new people to engage with; connection to industry. They didn’t realise they would get business development support; producer support; someone to measure the impact of their work; peers from other parts of the sector — sometimes new connections; unexpected cross- over of interests leading to projects; contact with international Advisory Net- work or international fellows; opportunity to speak at events / represent the Consortium; exposure to research councils, policymakers etc
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5.9 - Persona 9
Wider Creative Community
Name : Rick Brown Age:56
Lifestyle
Rick has been in the creative music scene for a long time — 30 years plus. He spends his time in cafes, arts centres or community spaces, connecting with creatives. He enjoys going to films and theatre shows (in particular around music and dance), and grabbing food and drinks afterwards. He has a real interest in contemporary arts and interdisciplinary practice. He’s artistic, creative, knowledgeable and collaborates with others. His work merges into his personal life. A lot of his friends or acquaintances are in the creative sector, but in his own time he relaxes over a beer.
Why have they come into contact with you?
To attend events; to work with us on a marketing campaign as a freelancer; providing music for our digital content. He might even consider applying for our innovation pipeline. If he didn’t apply he would mention it to others in his network.
What are their emotional and/or financial drivers?
Wales — he is Welsh, a Welsh speaker. The arts in Wales is important to him; he wants to help others to get involved, if not himself; he wants to make work; make a living through his practice and his music; he’s an advocate for the development of creatives.
How do they tend to find you?
Through other industry newsletters we might feature in; word of mouth.
Occupation: Musician/Freelancer
What are they looking to achieve through supporting / collaborating with you?
Sense of achievement doing important work; make connections ;build and strengthen creative sector; support Wales’ position on a global stage. He could be interested in bilingual production and the creative narrative of Wales and Wales as a creative place.
What stops them from being able to achieve this?
He sees it as ‘media’ and doesn’t recognise the R&D innovation part — it’s important we get this bit across to him.
What are their current perceptions and misconceptions of your brand?
They don’t have one currently. Misconception might be — what is there for them? They might see it as something already set up and more of a government initiative with targets, rather than opportunities for the sector. Not seeing us as grassroots.
What do you get from each other?
Knowledge and idea sharing; new ways of thinking and problem solving; contact with academics; international opportunities.They might get funding and they might not have thought of that.
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Our Brand Voice & Language
It’s not what we say — it’s how you say it. A brand is two things; your personality and people’s perception of our personality. And it’s no secret by now that one of the most effective ways to help people understand who you are, is through a carefully constructed tone of voice (TOV).
Your tone of voice is how you choose to communicate and is one of the most influential elements of your communication (do not underestimate it!). It expresses to new and existing audiences everything they need to know about you; your purpose, your values, and your character.
Knowing your audience personas (and being able to adapt to their nuances) is the key to nailing TOV. So rather than predicting what they want, put yourself in their heads. For example, you might think that the audience of a bank would respond well to a professional, factual tone of voice — the bank controls their finances after all. But in fact, a conversational, simplified tone is what breeds their trust and understanding.
So with solid values, archetypes, and audience personas in place, you won’t go far wrong. But the last, and potentially most important aspect to consider is this; remember you are talking to people. Real people with their own set of values, demands and desires. No matter who they are, they are looking for connection; someone who speaks in a way that calls to them, that grabs their attention, and makes them want to listen.
That’s one of the reasons we define brand as a personality — it helps you think of yourself as that person. So, how do we communicate? Here’s something to start you off…
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6.1
Brand Tone of Voice
How we Sound
We are
Confident
Experienced
Welcoming
Positive
But we’re not…
Arrogant
Pretentious
Patronising
Frivolous
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6.2
Brand Tone of Voice
How we sound
We are… Confident
We speak with clarity and purpose. We’re not corporate, but we speak with authority. We’re sector leaders — we need to be taken seriously and inspire trust.
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6.3
Brand Tone of Voice
How we sound
We are… Experienced
We know what we’re doing and come across that way. We support, advise, and guide others. We situate ourselves as a beacon of knowledge in the sector.
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6.4
Brand Tone of Voice
How we sound
We are… Welcoming
We make it our mission to open doors for others. We’re friendly, conversational, and use accessible language. People should know that they can trust and rely on us.
media.cymru
Brand Guidelines
41
6.5
Brand Tone of Voice
How we sound
We are… Positive
What we do is important and we focus on the positive impact that we are having on the sector. We look on the bright side. We look to the future. We’re personable, upbeat and supportive – championing others and elevating the sector.
media.cymru
Brand Guidelines
42