Brand guidelines

Tone of voice

Chief Nation is a leading B2B engagement agency for enterprises seeking to build meaningful C-level relationships, wherever they are in the world. We start digital, but we end human.

Our tone of voice is a key vehicle for how we communicate our values and who we are. It influences all copy across our entire multi-channel approach, including websites, emails, social media, blogs, collateral, and much more.

Terminology guide

Go to section 7

Blog writing guide

Go to section 5

Event writing guide

Go to section 6


Our slogans convey our unique value proposition and our approach to key audiences. If our audiences take away one thing about Chief Nation, let it be our slogan!

Digital to Human, we spark meaningful business relationships.

Our slogan embodies our core value: digital to human. We take a connected, multi-channel approach – spanning data research, content creation, digital marketing and networking experiences – that helps our clients meet and build relationships with their target customers.


Our boilerplate is a standard, reusable description of our mission, services and clients. We’ve tailored the copy and length for different contexts.


All profiles derive from our detailed boilerplate. Adapt this for longer profiles, features and collateral, e.g. leaflets.

Since 2002, Chief Nation have been starting conversations and facilitating new business relationships between the world’s leading technology companies and global enterprises. We turn digital conversations into human networking. As an agency, we have brought our unique digital to human-based marketing approach to the world’s leading technology companies, including Dell Technologies, Digital Realty, and Sitecore.

Our proven approach to building business relationships is creative, dynamic and, above all, human. It involves blending meticulous data research with content creation to develop digital marketing strategies that ignite new C-level connections through our C-suite portal, Our Chief Wine Officer human networking event experiences nurture those connections, bringing people together in a relaxed space where they can meet, learn and network.

How do we do it? Chief Nation is a B2B powerhouse, with a strong, multi-disciplined team that heads up a 330,000+ community of C-level executives. We work closely with heads of marketing and sales from around the world to make connections with their C-level targets that they can’t otherwise reach. We do that through data, content, digital marketing and networking events.


Combining thought leadership, digital, social and peer-to-peer content through our C-suite portal we start conversations and connect with your target audience on a one-to-one basis.

  • Creative
    Chief Nation specialises in the creation of show-stopping content that starts digital conversations between our clients and their target accounts. Through, our dedicated thought leadership platform, we publish industry-leading material.
  • Digital Marketing
    Skilled campaign managers direct cross-channel marketing strategies to make sure our clients build new connections and start conversations with potential customers. Techniques include LinkedIn Ambassadors, thought leadership, peer-to-peer podcasts, and personal engagement.

We prioritise human relationships and help you to make new connections with your key audience through face-to-face engagement, virtual experiences and live networking events.

  • Data/ C-level Network
    Our C-level community of 330,000+ executives provides all the information we need to spark meaningful business relationships. We identify all key targets and construct an effective strategy based on their position, preferences and industry trends.
  • Events/Experiences
    Finally, we bring people face-to-face and cement new business partnerships through our event experiences. Our Virtual Boardrooms, Industry Cafes, Virtual and Live Networking services span over six different experiences, including wine and gin tastings, fine dining and exemplary breakfasts.


Our Press Release profile is perfect for describing Chief Nation in the press and detailed web directories. Don’t forget to add the Chief Nation URL after the profile.

Since 2002, Chief Nation have been starting conversations and facilitating new business relationships between the world’s leading technology companies and global enterprises. As a full-service agency, Chief Nation has worked to build new business partnerships for the likes of Dell Technologies, Workday, Nutanix, IBM, Digital Realty, and Sitecore.

Chief Nation is a B2B powerhouse with a strong, multi-disciplined team that heads up a 330,000+ community of C-level executives. Via this C-level network, the company generates digital conversations through C-suite portal,, and human networking through its VIP event experiences, Chief Wine Officer. The agency works closely with heads of marketing and sales from around the world to connect them with the C-level targets they can’t otherwise reach.

The agency utilises a unique approach to building business relationships that is creative, dynamic and, above all, human. It involves blending meticulous data research with content creation to develop digital marketing strategies that ignite new C-level connections. This is followed up by live and virtual networking experiences that bring people together in a relaxed space where they can meet, learn and network.


The Large Profile is ideal for detailed web profiles, including partnerships, directories and event sponsorship.

Chief Nation helps spark meaningful business relationships for the world’s leading technology companies, including Dell Technologies, Workday, Nutanix, IBM, Digital Realty, and Sitecore. Our agency offers a unique, digital to human approach that blends meticulous data research, digital marketing strategies with live and virtual networking experiences to ignite new business connections, drawing on our 330,000-strong community of C-level executives. Wherever you are in the world, we are the go-to matchmaker for businesses.


The Short Profile is for use in smaller web profiles. Only use if your word count is limited.

Chief Nation helps spark meaningful business relationships for leading technology companies like Dell Technologies, Workday, Nutanix, IBM, Digital Realty, and Sitecore. Our digital to human approach blends data analysis, content creation and digital marketing with networking events where you can meet your C-level target accounts face-to-face.


The elevator pitch is the shortest possible explanation of Chief Nation and what we do. For use in brief introductions or profiles with extreme word limitations.

Chief Nation helps start C-level relationships for our technology clients. We combine digital and human-based marketing with unique networking formats.

Brand values

All writing must stick to the tone of voice to make sure we reflect our core values. It’s also important for building lasting relationships with our key audiences and maintaining our C-level community.

Pack your writing with words and a voice that reflects these values!

We talk about it

The best ideas start with a conversation. Whether it’s across tables, teams or enterprises, communication is at our core, it’s how we inspire true collaboration and deliver strong results.

Committed to our humans

Our dedication to the success of our colleagues and clients is what drives the success of our colleagues and clients. Simple as that.

We come as we are

Our unique team is a powerful blend of cultures, languages, and heritage. With great diversity comes greater possibility.

Think big

Our size has us bursting with drive, ambition and personality. We can nimbly adapt to the needs of our clients with a dynamic and tailored approach.

Transparency breeds trust

And trust is the foundation of real relationships.

Tone of voice: do's & don't's

Be conversational,not wordy.

Cite sources,don't just tell.

Be original,never repeat .

Be precise and concise,avoid jargon.

Offer a solution;never simply cite the problem.

Keep your audience in mind;don't write for yourself.

Writing conventions

It isn’t enough to convey our brand’s values – you must live and breathe them, too!
That’s why every piece of writing we produce must adhere to our writing conventions.

These are a few simple rules to follow to make sure your writing is the best it can be. You’ll also find a selection of style guides from well-known brands that embody our ethos.

Orwell's 6 rules

George Orwell once wrote six rules that, when followed, should help you avoid bad writing. They are:

  • Never use a metaphor, simile or other figure of speech you are used to seeing in print.
  • Never use a long word where a short word will do.
  • If it is possible to cut a word out, always cut it out.
  • Never use the passive voice where you can use the active.
  • Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
  • Break any of these rules sooner than say anything outright barbarous.

Other conventions to remember

But good writing requires more than what Orwell outlined. Here are a few more tips:

Address the reader as 'you'

Chief Nation is fun and empathetic, so reflect this in your writing by addressing the reader as ‘you’. Using the second person builds familiarity and appears conversational – which is what we’re all about!

Avoid duplication and repetition

Make sure your copy is fun to read by avoiding repetitive phrases or straight up duplication. Otherwise you risk sounding boring… Which we are not!

Show, don't tell

  1. We build meaningful relationships between businesses, but no meaningful relationship ever came from being told something. Be descriptive, cite sources and research, and use rhetorical techniques to show the reader what you mean.
  2. Likewise, you should use positive statements to show your meaning to the reader – not negative ones. For example, “doing X will help improve…” rather than “Doing Y will restrict…”

Be concise & precise to avoid confusion

  1. Take care not to confuse your reader. Be concise and precise with your writing to communicate your message effectively and entice your reader!
  2. TOP TIP: Once you’ve finished your first draft, CTRL+F to find every ‘of’ and ‘that’ in your copy and see if you can remove them. For example, “The Chief Executive of Microsoft” could become “Microsoft’s Chief Executive”.

Must use jargon?Explain it and expand abbreviations

If you must use jargon, make sure you explain what it is. The first time you mention a jargonistic word, don’t abbreviate it: for example, the first time you mention “AI” you should write the full words, “Artificial Intelligence (AI)”. After this, you can abbreviate the phrase.

Break up your copy

  1. Our primary channel for writing is digital, so you need to write for a digital audience. Break up your copy into smaller, bitesize pieces to make it easier to read on a screen.
  2. For instance, vary the length of your sentences to maintain attention.
  3. You should also commit to just one idea per paragraph.
  4. Utilise subheadings every 10 to 15 lines to make your writing easier to skim and understand

Useful tools

Need extra help with your copy? Head to the Hemingway App and Gunning Fog to learn how to improve your writing further!

The Hemingway App is a simple online tool you can use to make your copy punchier. It highlights uses of adverbs, passive voice and complicated phrases and suggests alternatives. The app also grades your writing – the lower the reading grade, the easier and punchier your copy!

Gunning Fog is another online tool that can tell you how “readable” your writing is. Want everyone to understand it? Aim for a score of 9 or below. Scores are based on the years of education someone needs to be able to understand it. If you score 13, the reader needs to have had at least 13 years of education (university level) to read it. The lower the score, the more readers will understand your writing.

The Telegraph’s Style Guide is a close match for a B2B audience. If you have any queries about style that can’t be found below, head here for best practice insights!

Style & terminology guide

Chief Nation is the go-to matchmaker for businesses looking to spark new conversations with their key target accounts. We are smart and original, fun and inspiring – but we’re also professional.

We must maintain a consistent voice across all our branded material. For more on how to style your writing (including word presentation, punctuation use, and more) or on how to use certain buzzwords, consult this Style & Terminology Guide!

Feel free to use ampersands in headings instead of ‘and’. Avoid using them in body copy unless it’s part of the client’s brand.

Artificial intelligence (AI)
Lowercase in sentences. Abbreviate only after writing out in full.

No hyphen.

Big data

Lowercase in sentences.

Bullet points
Capitalise the first letter of a bullet point. Using full-stops in your bullets? Try to avoid (because full-stops tells people to pause, whereas we want people to keep reading). However, if you do use full-stops be consistent throughout the page.

Need more than one sentence in a bullet? Try rewriting the sentence, or consider if a bulleted list is the right form.

For example:

  • Enjoy gourmet dinner, fine wine tasting, and peer networking. This will take place at a 5-star venue.
    (could be changed to…)
  • Enjoy gourmet dinner, fine wine tasting, and peer networking – at a 5-star venue
    (or could be changed to…)
  • What’s on the menu
    Gourmet dinner, fine wine tasting, and peer networking in a 5-star venue

Call to action (CTA) 
Avoid words like “submit” or “download” on your CTA buttons (submit = ‘you are inferior’; download = ‘I’m going to place something on your device mwahhaha’.

Instead, start the CTA with a positive verb, eg “get”, “view”, “watch”. Sentences are fine – try completing the sentence (start with “I want to”) from your audience’s perspective: “I want to… Get my free ebook” or “I want to… Book my free consultation with a digital marketing superstar”.

Capital expenditure

Write as CapEx.


Capitals make people read slower. This can either mean they absorb your words better, or they give up and stop reading. So with that in mind…

Don’t capitalise conjunctions or prepositions unless they are at the end of a sentence. If you’re not sure, try a capitalisation tool like Capitalize My Title.

Capitalise job titles (Chief Information Officer) but not generic references (she is the manager, he is the cleaner).

Capitalise event titles: Digital Transformation for the Media Industry.


Unless requested by the client, refer to the company in the singular. So ‘Chief Nation provides’ rather than ‘Chief Nation provide’.


Lowercase c. Same rule applies to hybrid cloud, multi-cloud, public cloud and private cloud.


No hyphen.

Colons are a good way of codifying the start of a list. They’re also great for a big reveal. But if you’re not sure how to use them properly, don’t use them.


Use commas to avoid confusion. If you’re a restaurant selling sandwiches and you write “Choose from ham, salmon, bacon and egg”, you’re offering three options. If you write “Choose from ham, salmon, bacon, and egg” you’re offering four options.

 means “free”, complementary means “goes with” or “accompanies”.

For number ranges, use an n-dash. For example, 23–24 Smithfield St. To create an n-dash, ALT+0150.

To break up text, use an n-dash. Strictly speaking you should use an M-dash (ALT+0151) — like this — but it looks too long online.

Data centre 

Lowercase in sentences.


Write as one word. “Data set” is also correct, but once upon a time so was “data base”, and we all know how that ended.




Capitalise the O.


DigitalCentre2020 Partner

Digital Centre 
(when referring to the idea, rather than the brand, eg “Start your journey to the Digital Centre”. And always uppercase the initial letter).

Lowercase in sentences.


No hyphen, lowercase in sentences.

Eg, not e.g.
, is easier to read online. But where possible, use “for example”. But only use this kind of abbreviation in exceptional circumstances. In general, you shouldn’t use either eg or ie.


No hyphen; lowercase in sentences.

Fibre optic 

Fine wine

No hyphen.

Full stops

Avoid using in headings or in CTA buttons. Here’s why: A full-stop sends a signal to stop reading, whereas a heading/CTA is designed to make someone start reading/clicking.
Although if your sub-heading has a full-sentence within it (ie you have two or more sentences), then for consistency you need to add a full-stop at the end, eg:


The Digital Centre 2020 is the ecosystem your business needs to function, compete and differentiate in a digital economy. We invite you to take the next steps on your journey to the future of the data centre.
CTA: Start my journey

No hyphen.

Hyphens in compound words

Use in the middle of sentences (avoids confusion) but not at the end:

  • ‘He is a 46-year-old CEO.’ and ‘The CEO is 46 years old.’
  • ‘That sure was one well-organised event’ and ‘That sure was one event that was well organised’.

ie, not i.e
, is easier to read online.

Infrastructure as a Service (IaaS)

Internet of Things (IoT)

(not I.T.)

Machine learning 
Lowercase in sentences.

Master of Wine, Masters of Wine

Always capitalise.

In body copy spell out 0–9 (zero, one etc), then use numbers from 10 upwards. In headings and subheadings use numbers – they stand out and attract the eye.

For number ranges, use an n-dash not a hyphen. For example, 23–24 Smithfield St. To create an n-dash, ALT+0150.

If starting a sentence with a number spell it out. Fifty times is correct. 50 times is incorrect. However, if you’re starting a number, it’s often easier to rewrite. For example:

  • Nineteen-eighty-four is my favourite book (ouch – lots of letters and hyphens)
  • My favourite book is 1984 (much easier to read)

Operating expenses
OpEx (capitalise E).

If talking about wine, palate is correct.

Platform as a Service (PaaS)

Prepositions (words like of, but, because, and)

Of course you can start sentences with prepositions. Because they help break up text. And don’t let anybody tell you otherwise. But try to avoid using them too often in the same paragraph.

Use this spelling when referring to the United States of America.

Use semi-colons to separate a list which has commas in the sentence. For example: ‘At the dinner we had Antonio, the designer; Martina, the event director; and Cherie, the finance overlord.’

Even if you know how to use semi-colons in other instances, our advice is to not. It increases the reading grade required to understand the copy; you may also use it incorrectly anyway!

Software as a Service (SaaS)

Speech marks

Use “ in body copy. Use ‘ in headlines.

 (no hyphen).

Use 12-hour (it’s less formal and standard British English) and with a full-stop not a colon. So 6.15pm is correct.

Total Cost of Ownership
 – add (TCO) after the first mention, so “IT heads cite Total Cost of Ownership (TCO) as their main concern” and then just use “TCO” after that.

Blog writing guide

Here we’ve shared some tips and tricks for writing exceptional blog posts that capture, hook and inspire.



Before you start writing, have a clear understanding of WHO you want to read this blog and what they’re looking for. This will help you shape your copy and determine your CTA.



Be one step ahead of the game by keeping up to date with industry trends. That way, you’ll be sure to touch on topics that are timely and relevant to your target audience.



Address your reader as ‘you’ to make your blog sound more personal.



To improve your readability score, write in short paragraphs that are optimised for the web. Consider using sub-headings and bullet points.



Whatever your topic, make it specific. Readers wants to know they’re in safe, knowledgeable hands.



If you can say it in fewer words, cut it. Oh, and don’t forget to trim the sub-clauses.



Find statistics and quotes that back up your opinion. Then insert them into your blog (making sure you link back to the sources).



Always include a CTA. You’ve got a captive audience, so give them more of what they want. Link to a related blog, offer a free e-book or invite them to contact you and continue the conversation.



However amazing your blog might be, getting another set of eyes on it is always helpful. Whatever you do, don't post until it's been proofed!

Event landing page writing guide

Due to our high volume of events, we churn out several event landing pages each week. To help guide you in writing a stand-out invite, here are some key points to consider.


  • Intro to theme, CWO, client and venue
  • Reasons to attend
  • What they will learn/gain (proof points or speaker info)
  • Close – CWO experience
  • Create 3 or 4 options & revisit before sending for approval
    • BE BOLD
  • Include 3/4 key takeaways from the brief
  • Include speaker or case study info where relevant
  • Use positive language instead of the doom and gloom stuff – turn the negative/challenge/
    obstacle into an opportunity or a USP
  • SHIFT F7 – Use Word’s thesaurus to use different, more interesting, words to describe EXACTLY the same thing.
  • Be brutal – delete flowery over descriptive language.
  • 3 paragraphs/ 4 max – Including CWO intro and conclusion

Where to next?