> For the complete documentation index, see [llms.txt](https://robinsmorton.gitbook.io/marketing-and-communications/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://robinsmorton.gitbook.io/marketing-and-communications/our-brand-and-voice.md). # Our Brand and Voice At Robins & Morton, our brand is more than the logo on our hard hats: our brand is also evident in the words we use to express who we are. This critical piece strengthens our position in the marketplace and ensures that we remain in good standing in the many communities where we live and work. Although we look to our Marketing and Communications teams to lead our definitions on our culture, brand, and voice, we are all representatives of Robins & Morton. This guide is intended to help you put your best foot forward when writing on behalf of Robins & Morton, but if in doubt, feel free to reach out to our many in-house resources for help. Visit our [brand page on HUB](https://hub.robinsmorton.com/content/page/65d65b8261235f64ee09c868) or reach out to the following internal experts: * [Rachael Farr ](mailto:rfarr@robinsmorton.com) * [Serena Hall ](mailto:serena.hall@robinsmorton.com) * [Chris Yazbec ](mailto:chris.yazbec@robinsmorton.com) * [Katy Klaproth ](mailto:kklaproth@robinsmorton.com) * [Ginny Fowler ](mailto:ginny.fowler@robinsmorton.com) * [Jacquie Stamper](mailto:jharty@robinsmorton.com)

Know your audience.

If you’re asked to write about a topic, your contribution could be used for a sales pursuit, a blog post, or an in-house manual, among other applications. Each of these is a very different deliverable and caters to a different audience. The identity of the audience dictates the stylistic choices you can and should make.221013_199_medium.jpg

Write in active voice

In some instances, passive voice is unavoidable, but always try to keep your subject performing the action.Screenshot 2024-10-17 at 9.04.45 AM.png

Use shorter sentences.

No matter how interesting the subject matter, long sentences make documents difficult to read. If you are unsure about whether your sentence is too long, a quick and easy trick is to count the number of conjunctions. If there are more than two, reevaluate your sentence structure.Screenshot 2024-10-17 at 9.39.34 AM.png

Concision is key.

When writing, be concise, providing only the necessary details. Don’t provide background unless it’s truly necessary for understanding your message. You get a limited amount of your audience’s attention; make sure you communicate what is essential.Screenshot 2024-10-17 at 9.42.29 AM.png
### In informal or conversational writing, it’s okay to * Use personal pronouns such as *we*, *our*, *you*, and *your*. If you aren’t sure, ask whoever is leading the effort, or use your best judgment based on the audience. * Use contractions. Contractions are easily read and create a conversational tone to engage your audience. ### Pay attention to the format of bulleted lists. When using bulleted lists, ensure all bullets are in the same tense and format. Do NOT capitalize every word; capitalize only the first word and proper nouns.