TT Electronics asked me to review their communications and to help them develop a verbal identity that was flexible to work across the whole business - from engineers to senior management to the shop floor. This is very much a B2B proposition, with a lot of complex technical content. The challenge was to create a system that didn't dumb this content down but also made it accessible to different audiences beyond the specialist. One key issue was how to speak to procurement people and partners who may not have the necessary technical experience.
From my audit, it was apparent that TT Electronics's communications were all written at a reading age of post-graduates. Given the average reading age in the UK is 9 years old, (Reading age for the Sun, 8 yrs, the Guardian 14 yrs). In addition, English is often a second language for their B2B customers. A system was created to help people vary the reading age of copy to an appropriate for different audiences.
This approach was then applied to the website, internal and external comms. www.ttelectronics.com