If our brand was a person, this is what they would sound like.

We’re confident, yet relatable and personal. We shouldn’t sound institutional, stilted or overly authoritative. We want to speak clearly, simply and see the world through our audiences’ eyes, not ours.

Our Audiences

When writing in the City of Virginia Beach's voice, we need to consider our audience — their goals, interests and expectations. These considerations affect not only what we say but also how we say it.

For each audience, we need to consider:

• Tone - how we speak to each audience.
• Themes - what we’re saying — these are high-level topics for each audience.
• Channels - where we’re speaking to the audience — whether it be an email, a social media post, a landing page or elsewhere.

Residents

This includes the general public. Although our residents are unique and have different characteristics, they share a common interest: the City of Virginia Beach's reputation as a world-class city. Focus your messaging on the approach, values and impact that set the City of Virginia Beach apart from other places. Highlight Virginia Beach’s unique vision and initiatives as well as the rankings, impact and success stories they create.

Visitors and Prospective Residents

Visitors value inspiration and security. Create optimistic and empowering messages about their potential and show how the City of Virginia Beach can help them achieve their goals. To connect with this audience, highlight Virginia Beach's opportunities and high-impact experiences.

Members/Employees and Volunteers

Internal communication is as important as our external efforts. Staff and volunteers at the City of Virginia Beach want to know how the organization helps them achieve their goals and further their careers. To connect with this audience, inspire staff and volunteers to take advantage of available resources. Highlight opportunities, City-sponsored programs/events, peer accomplishments and health and wellness support.

Our Voice

Warm, knowledgeable, and approachable. 
Our voice should balance expertise and confidence with inclusivity and supportiveness, ensuring that the brand feels like a trusted guide that uplifts and empowers a diverse community.

Our Tone

Our brand speaks with the confidence of an expert and the care of a community leader.

Characteristics

Supportive & Accommodating

• Friendly, calm and respectful. Always willing to meet our audiences where they are.

Confident & Trustworthy

• Clear, steady, and grounded. Builds trust through clarity and facts.

Knowledgeable but Approachable

• Uses informed, precise language that teaches and empowers.