Voice & Tone

The PURELL® Brand Voice

A brand voice is the unique and distinctive element of the brand’s communication with stakeholders. Imagine how someone’s personality reveals itself in the way they speak and write. Marketing professionals typically categorize brand voice by what it “is” and what it “is not.”

  • Is knowledgeable, but not arrogant

  • Is genuine, but not oblivious

  • Is optimistic, but not naive

  • Is friendly, but not outwardly funny

The PURELL® Brand Tone

While an individual’s personality and communication style are constant, the way a person communicates in a situation naturally adjusts based on the audience or the subject matter.

Striking the right tone to reach an audience while staying true to the PURELL® brand identity requires measured flexibility.

When approaching copy, put yourself in the shoes of your audience, and adjust your tone based on the following:

Content type:

For example, the tone of a white paper may be more serious than the tone of a social post.

Situation:

A landing page geared toward existing accounts may have a more familiar tone than the tone of a landing page geared toward new accounts.  

The reader’s likely emotional state:

The tone of an email inviting potential customers to a conference may feel more open and friendly than the tone of an email reiterating best practices to help prevent the spread of illness.  

Writing for PURELL® brand

While writing for the PURELL® Brand Voice & Tone internal audiences should also reference:

•GOJO Writing Style Guide here  (Internal GOJO Document)

•PURELL® Social Media Policy here (Internal GOJO Document)

•Approved claims to use here (Internal GOJO site)

•When including WBENC language or logo please follow the guide here

•When including Cradle to Cradle Certified® language or logo please follow the guide here

Examples:

  • GOJO scientists teamed with a leading dermatologist to identify the most common causes of severe skin irritation – harsh preservatives and antibacterial ingredients. Formulated for dry and sensitive skin, hypoallergenic CLEAN RELEASE® technology soaps are free of these ingredients so they are better for skin.

  • We continuously innovate to develop well-being solutions that create a healthier ecosystem and improve the lives of those we touch.

  • Say goodbye to the two biggest service issues — dead batteries and empty refills. Each new AT-A-GLANCE™ refill comes with a coin cell battery, so ES8 is always ready when you need it.

  • From healthcare facilities to restaurants and schools, and antimicrobial to regular soaps, there’s a formulation that lets you show how much you care.

The Purity of Our Name

Spoken word is just as important as written word. Consistent, accurate pronunciation of the PURELL® name helps reinforce the brand identity.