Bayan Innovation Group Standards Manual

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Verbal Identity

Brand Tone
Brand Tone

Brand tone helps us adjust our brand personality depending on our audience and chosen medium. It is a way to contextualize our brand across the various platforms (analog, digital, social media) available today.

Brand tone is a way for us to empathize with our readers and audience.

But the general rule of thumb is to always consider your reader or audience when writing. Who it is for and what purpose does it serve. When writing content, it is important to ask the following questions:

Is it easily understandable at a glance?

Are sentences jargon-free and in the active voice?

Will our audience find what they need within the first two sentences?

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Primary Audiences

Filipino Changemakers

Public Sector

Focus on track record and how knowledge translates directly to change. For agencies looking to exceed their targets and create inclusive change, BIG has a demonstrated track record of working well with public sector organizations and advocacies.

Private Sector - Social Enterprises

Track record is important, but with the private sector, it is important to show how BIG creates value for their organizations. Companies can rely on BIG’s expertise for them to focus on what they do best, which also includes finding the synergy between public and private interests.

WHO

Organizations that wants to make significant change in the Philippines. Leaders and major stakeholders in their companies and industries.

WHAT

They are looking for trusted partners who will help them enact policies of change for their constituents. Consultants who will help them achieve their goals.

HOW

BIG’s experienced fellows and track record of success stories in both the private and public sector;

No gaps in implementation because of our relationship to the Bayan Foundation ecosystem, Knowledge always translates to action;

Grounded in Philippine context and driven by global innovation.

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Secondary Audience

Researchers, fellows, potential collaborators and employees

More than just attracting clients, it’s also important to attract talent and potential collaborators. We want to position BIG to be a respected entity in the community, which aligns with our vision of democratizing intellectual capital and fostering a culture that values learning and knowledge.

WHO

Similar organizations and professionals, academics and scholars, aspiring researchers and potential applicants.

WHAT

They are looking for a sense of community and validation. Potentially, they are looking for a workplace that aligns with their values and will help them uplift their own careers.

HOW

BIG’s prestige employees and culture. Known track record of success stories in both the private and public sector;

Transparent about our methods and goals. Clearly show the relationship between knowledge and impact;

Always bring it back to the unified goal which is to bring about inclusive and lasting change in the country.

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Tertiary Audience

General public, youth

If we want to modernize intellectual capital and the discipline of research in the country, we must demonstrate its relevance in innovation and the future. The youth will always be an important sector if we want to create communities and to influence culture.

WHO

General public with an interest in research and development. Civic conscious youth.

WHAT

They are looking for credible sources of knowledge, trusted purveyors of facts in a post-truth world. Written out in a way that is accessible to all.

HOW

Transparent about our methods and goals. Clearly show the relationship between knowledge and impact;

Always bring it back to the unified goal which is to bring about inclusive and lasting change in the country.

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Mediums and channels

Digital + Social Media + Marketing

Always write with your audience in mind

Write for everyone. Some people have the time to read everything you write, but not all the time. Help everyone find what they need more quickly by using headers, subheadings, and grouping together similar thoughts.

Focus your message. Always lead with your main thought using clear and concise language. Lead with your main point, especially on digital. We want our users to spend more time learning about who we are and what we do.

Active voice, not passive voice

Text is considered

more readable, digestible, when written in the active voice⁠

. Reserve passive voice for academic writing, not marketing materials and plain speak. In an active voice the subject of the sentence does the action. In passive voice, the subject of the sentence has the action done to it. Use simple tenses.

❌ Action on the bill is being considered by the committee (Passive voice)

✅ The committee is considering action on the bill (Active voice, clear actor + what is being done)

Write in the affirmative, lean on positive writing

Use positive language rather than negative language. Avoid words like “can’t,” “don’t,” etc.

Formal Communication + Academic Writing

Accuracy and authority

First and foremost, all information that we release must be correct and truthful. The way we write, review, and publish research papers, white papers, and commissioned reports must always pass our internal standards of excellence and discipline. This is different from marketing or external facing communication.

Consistency and adherence to a style guide

Choose

a style⁠

and stick with it. Consistently apply the same rules to capitalization, abbreviations, dates, and writing out titles. This is especially important for an organization that prides itself on research and intellectual capital.

Primary Audiences

Filipino Changemakers

Secondary Audience

Researchers, fellows, potential collaborators and employees

Tertiary Audience

General public, youth

Mediums and channels

Digital + Social Media + Marketing

Formal Communication + Academic Writing

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