Dechra Brand Guidelines

Tone of voice.

Tone of voice.

Zycortal has its own verbal identity. It’s how the brand expresses itself in words, and is just as important as our visual identity. As writing is usually our first opportunity to make an impression, it’s important we spend time getting it right. We want to help you pick the right words and messages so you can apply them in all the right places. But whilst we may have lots to say, we should always aim to keep things simple and minimal. Less is more, so let’s make our point with the fewest words possible.

Say...

Avoid... You probably missed the signs of Addison’s disease and diagnosed a different condition. It’s time that all vets kept a better look out for the disease. Avoid... Beating Addison’s disease is all down to Zycortal. It’s the wonder treatment you’ve been waiting for.

Because Addison’s disease isn’t so easy to identify, being more aware of this life threatening condition is half the battle.

Here’s a simple guide as to how the brand should communicate.

Say... With greater awareness and Zycortal’s effective control and management, you’re equipped to meet the challenge of Addison’s head on.

Zycortal is...

Zycortal is not...

Pioneering Challenging Professional Sympathetic Caring Optimistic Understanding Measured

Funny Brash Cocky

Complex Technical Alarming Long-winded Boring

Say...

Avoid...

Seeing the same dog with the same issues? There could be a different conclusion.

Addison’s disease is difficult to spot. Keep an eye out, or you’ll miss it.

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