Au Pair in America Branding Guidelines for Tone

All Au Pair in America brand messages must be expressed through the tone. The tone of voice should reflect trustworthiness and a sense of support; it should never become inauthentic. People should believe that hosting an au pair is an attainable, beneficial and practical child care solution. For that reason, overly dramatic jargon and hyperbole should always be avoided. The most straightforward way of expressing an idea should be used. We want people to make an immediate connection with the brand and the tone of voice should be a catalyst for this, rather than a hindrance to it. It should express warmth, experience, and quality, and assuage potential host families’ everyday concerns. It maintains a sense of timelessness and enthusiasm for the cultural exchange experience. Alongside this, it must inspire host families and create a sense of trust and reassurance.

Five Elements of Au Pair in America’s Tone

Au Pair in America’s tone should be:

1. Positive
2. Authentic
3. Culturally-driven
4. Straightforward
5. Supportive

 

The five elements of tone above should reflect a sense of:

• Support and personalization
• Culture
• Community
• Quality
• Expertise

 

Social Media and Blog Guidelines

In addition to the above, the tone conveyed through Au Pair in America’s social media and blog content should be:

• Relatable, Warm, or Familiar
• Inspirational
• Empathetic or sympathetic (topic-dependent)
• Timeless