2021.04.29_BPN-Brand-Guidelines_FINAL

About us Vision and Purpose Values Attributes Working together for a bribery free society Honesty, Perseverance, Trust, Collaboration, Courage Approachable, progressive Current, compre

CHAPTER TITLE

THE BRIBERY PREVENTION NETWORK

Brand

guidelines

Contributing organisations

The BPN brand

Managing bribery and corruption

risk is a complicated task, so we've

created these guidelines to help you

produce the BPN's communications

clearly and consistently Maintaining

a unified voice and style across all

touchpoints is key to bringing the

BPN brand to life and connecting

with its audience.

About us

Vision and Purpose Values Attributes

Working together for a bribery free society Honesty, Perseverance, Trust, Collaboration,

Courage

Approachable, progressive Current, comprehensive, useful

Expert, adviser, credible Transparent, user-centric Principles:

Factual, Relevant, Practical,

No Hidden Agendas, Legitimate

The Bribery Prevention Network is a

public-private partnership that brings

together business, civil society, academia

and government with the shared goal of

supporting Australian business to prevent,

detect and address bribery and corruption

and promote a culture of compliance.

We offer a free, online portal of accessible,

relevant and reliable resources, curated by

Australia’s leading anti-bribery experts,

to support Australian business to manage

bribery and corruption risks in domestic

and international markets.

BPN BRAND

We position ourselves in relation to

the needs of the audience This means

being approachable and accessible to

SMEs while being credible, reliable and

relevant to key stakeholders.

The diagram on the right shows what this positioning looks like relative to

others in the industry according to their brand image and tone It allows us to

consider where the Bribery Prevention Network fits, and how we stand out

For more information about target users, see page 16

BPN

visuals

1 The primary logo is a first preference, it's to

at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum

et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC This book is a treatise

on the theory of ethics, very popular during the Renaissance The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet ", comes from a line in section 1.10.32.

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BC This book is a treatise on the theory of ethics, very popular during the Renaissance The first line

of Lorem Ipsum, "Lorem ipsum dolor sit amet ", comes from a line in section 1.10.32.

Calibri (system font)

Our heading style

is bold and clear

Subheadings are lighter

in weight and colour

C75 M15 Y0 K0

Our colour palette consists

of just 4 colours Dark blue is

the primary colour, the lighter

blue works in harmony with

it and the tertiary colours are

used to add contrast.

Graphic

elements

BPN VISUALS

The yellow underline is a key element to the

BPN brand It should be used sparingly and

purposefully as a visual aid for guiding readers

to important information As a rule of thumb,

the width of the line matches the thickness of

the serif Headlines that feature the underline

have it 4x the line width below the baseline

of the last line of text The length should be

equivalent to an em dash in the same font size

BPN

writing

Target users of the BPN website 16

Tone of voice guide 17

Draft action statements to demonstrate editorial tone 21

Draft entry point questions to demonstrate editorial tone 22

Examples of tone of voice applied to resource summaries 25

The BPN Writing and Editorial

Guide sets out a tone of voice

designed to resonate with the

target user group: Directors and

employees of small and medium

enterprises (SMEs) operating

in Australia and overseas (with

SMEs defined as employing less

than 250 people)

What types of individuals may reach for the BPN website and what types of scenarios might they face?

• The CEO of a small mining company with six employees based in Cote d’Ivoire that has endemic issues with bribery and corruption

• A middle manager in Vietnam who may be under pressure to bribe officials to release essential cargo at port, who is also facing a contractual requirement to meet project delivery timelines and can’t afford delays

• An entrepreneur embarking on an infrastructure project in Guatemala, who holds the position of Chief Compliance Officer and Company Secretary with responsibility for oversight on onsite

OH&S risk

• Other examples may be developed as the case studies are added to the BPN website

To step into the shoes of the user, it can be helpful

to ask the following questions and reflect on the answers.

What do you want the users to think while they are visiting the BPN website?

• This website makes my job easier

• These are a credible, comprehensive, and vital set

of resources

• This website offers practical tools to help me prevent, detect and address bribery and corruption across my business network

How do you want the users to feel?

• Reassured that the creators of the website appreciate the challenges and complexities we face on the ground

• Supported by a network of experts who are on our side

• Happy and grateful that we have access to these straightforward and easy-to-navigate set of resources that offers high-quality credible content for free

What do you want the users to do?

Target users of the BPN website

Tone of voice guide

The tone of voice guide

incorporates the content

governance principles that are

set out in “The Anti-Bribery

Network Content governance

principles and process” October

2019 PowerPoint presentation

Only the first three core

principles are relevant to tone

of voice for website content.

BPN WRITING

The tone of voice guide proposes that the editorial tone will shift slightly between the home page content and other content across the website:

• The home page will incorporate messaging that speaks to the higher purpose and reason for promoting anti-bribery and corruption, not only for commercial reasons but also to protect human rights in communities where these businesses operate and give local economies a greater opportunity to thrive.1

• Other sections of the website will be written in a more practical, direct style, catering specifically to the style of the SMEs target audience

1 This follows recommendations by Cameron Watts from Australian Federal Police, Bill Witham from Australia-Africa Minerals and Energy Group, and Serena Lilywhite from

CORE PRINCIPLE 1: Content

created for the key target users

Be accessible, approachable, engaging and

direct

Clearly convey that preventing bribery and corruption

is good for business, that there is a legal requirement,

and that it’s good for society

DO:

• Be clear, uncomplicated, easy-to-understand, and

talk peer-to-peer

• The tone should reflect the way you would speak

in a casual business setting using everyday words

While it is conversational and approachable (core

1), it must convey integrity and professionalism

(core 2)

• To engage key users, write from their perspective,

focusing on the way the content will benefit them

(both from an individual and company perspective,

and for the homepage also incorporate the

community and societal perspective)

• Get to the point quickly – state the most important,

• Keep sentences short – generally stick to the rule

of one idea per sentence

• Use words and phrases to convey the tone:

“support”, “help”, “guidance” (these words demonstrate the website is both useful and practical and that its creators have empathy and are approachable)

in content summaries); avoid slang or overly conversational language; don’t use words or terms that you’d usually only use with other expert colleagues

Tone of voice guide (continued)

TIP:

• Read the content out aloud If it feels awkward, too formal or does not sound like anything you would say in a casual business setting, then consider rewording

BPN WRITING

CORE PRINCIPLE 2:

Content to be of high quality

Be confident, professional and consistent.

DO:

• Be direct and to the point

• Trust the intelligence of your audience

• Ensure attention to detail

• Ensure consistency in style, tone and language

• Always proofread everything (while typos or

lack of consistency may seem like small errors,

they create negative first impressions that can

be lasting and can risk the credibility of what is

otherwise a high-quality resource)

• Edit the website as a whole to ensure it sits

together as a strong united resource with

consistent style, tone and language

• Use words and phrases to convey the tone Give

prominence to the source of information (e.g

Austrade, OECD) to demonstrate the high calibre of

primary sources

DON’T:

• Avoid feeling the need to assert your expertise

in your choice of words – instead trust that your authority is established

• Don’t be patronising or over-explain – instead trust the intelligence of your audience

Tone of voice guide (continued)

• Always consider the key users and write with a

focus on how material will benefit them (this may

be overt in describing the benefits or may simply

underlie your decision-making)

• Focus on practical outcomes and solutions

(this may involve including a description that a

document offers “five practical steps to…” or “a

template for…”)

• Consider ways to engage and capture the attention

of key users (this is closely related to the two

points above – writing with a focus on benefits and

outcomes)

• Include details that will assist users to navigate

their way through the website quickly to find the

most useful material

• Include specific information that will give users

to solve complicated issues, the best approach

is to consider what is most interesting, useful or important to them

Other approaches to convey that the material is relevant:

• The presentation of material is important – place the most useful and relevant information prominently and include markers to direct them quickly to the information they will be searching for

• Include case studies that users will relate to – this will help them know immediately that the website

is relevant to their experience and that the creators

of the website appreciate the complexities of their experience and the competing pressures they face

Tone of voice guide (continued)

TIP:

• It can be helpful to revisit the “Key users of the BPN website” page of this tone of voice guide and consider the questions and answers set out there to help guide decision-making as to what may be most relevant

BPN WRITING

PREVENT

Stop bribery and corruption in every link in your supply

chain Access practical tools to help you meet your

obligations under Australian law

• “Stop bribery from every link in your supply chain” – this is crafted

to be both descriptive and to offer useful information (i.e alerting

them that eliminating bribery across their supply chain will soon

be law), and to also potentially capture their attention with its

specific detail (if they don’t know the new law they may ask “is it

even possible to stop bribery in every link across my entire supply

chain?”)

• “Practical tools to help you” – this informs readers immediately

that the resources have a focus on action and are designed to

support and guide them.

• “Meet your obligations under Australian and international laws” –

this shows the “why” and captures their immediate attention – i.e

it is vital they use these tools so that they do not (inadvertently)

break the law.

• Also note the use of “you” This form is more direct and

immediate Another way to write this could be: “Stop bribery and

corruption across the supply chain Access practical tools to help

businesses meet their obligations under Australian law” Can you

see the shift this small change in language has on the tone? It

is more general and not as arresting Remember, the individual

reading this will be a person, not a business.

DETECTMonitor bribery and corruption across the operations of your business Access guidance to help you implement systems and strengthen key relationships

• Begins with descriptive statement

• “Implement systems and strengthen key relationships” – these summary words may change – chosen to demonstrate a way to offer useful descriptive detail that is also very broad.

• “across the operations of your business" – chosen to show it is

a comprehensive process of monitoring, and also the breadth

of work required in the detection phase (i.e it's not just in the implementation of a project)

ADDRESSProtect your business and comply with Australian and international laws Immediate steps you need to take when bribery or corruption occurs in your network

• Note that “protect your business” comes before “comply with Australian law” – this is written in this order intentionally as

“protecting the business” is likely to be more important to the key reader than complying with the law (this is a useful example of switching thinking to the target reader’s perspective as obviously

it is more important to the BPN that the business complies with Australian law)

• “Immediate steps” – has an action focus and creates a sense of urgency Designed to capture reader interest

• “Steps you need to take” – demonstrates there are legal obligations that must be complied with This alerts the reader that

it is not a “nice to have” – again this creates a sense of urgency, which captures reader attention (Note the difference in tone

if you use “steps you must take” rather than “need to take” and consider how strong you want the tone to be)

Draft action statements to

demonstrate editorial tone

What are the Australian anti-bribery laws and how will

they impact my business?

Could I be held personally liable if I’m not successful in

preventing bribery across my business supply chains?

There is a culture of bribery in the country I’m working

in – how do I meet my obligations under Australian

law and operate successfully?

How is Australian law applied in the country where my

business is based (or where I’m planning to base my

business)?

Draft entry point questions to

demonstrate editorial tone

This question alerts the reader to the fact there are new laws about to be applied (they may not know this, but that will capture their attention) The question goes to the heart of what they’ll be concerned about: “how will it affect my business?”

The next question follows the natural extension of what the target reader is likely to be most concerned about You can imagine them thinking, “Oh, there’s new legislation” and asking themselves “What does that mean for me? How could I personally be liable? What’s the worst- case scenario for me, personally, here?” From the BPN’s point of view, this is effective as it captures their attention and motivates them to prioritise it This question is also crafted to take the opportunity to mention the breadth of the new laws “across the supply chain” (which the reader may not have known, so it offers useful information while also capturing their attention).

A general note that all the questions have been written by stepping into the shoes of the target users and have a conversational and direct tone – they want to sound like something the reader would ask themselves or a colleague.

This question is deliberately crafted to be bold and it also strongly demonstrates the editorial tone It shows the target reader that the BPN understands the pressures on the ground and that they may be working in local business environments that make it very difficult to apply the new Australian laws It demonstrates that the BPN is there to support them with practical guidance through this quagmire.

While the answer to this question may be quite technical, the question itself is designed to remind readers (perhaps nudge them) that Australian law is very relevant, despite the fact they are working overseas (when operating amid a strong local culture of bribery, it might be easy to