Brand Guidelines within internal communications

Brand Guidelines withininternal communicationsMay 2014

IntroductionBeing a part of an industry that requires empathy, sensitivity and consideration, it’s importantthat we always get it right first time.Through colleague and client research and feedback, this guide contains a list of terms thatshould be used across Funeralcare for all communications, whether that be written or verbal,internal or external- so that the language we use is clear and consistent, with the sameprofessional voice used throughout.Please use this guide to help you. If you have any questions, queries or would like to seesomething else added to the Glossary of terms please contact: [email protected].

Language – General termsAll language and communications should be written in proper English ensuring that capital letters are used only with places, product names, projects andschemes, job titles and qualifications, not services that we offer or anything else that relates to the funeral.Capital letters within titles should refer to the above points and should not have each word within the title capitalised.Word/term/phrase to be used* Do not use Use of capitals internal only**Funeral home Branch, stores, shops funeral homeThe Co-operative Funeralcare Funeral The Co-operative Funeralcare Funeral HomeHome (Initial caps on each word only when proceeded by The Co-operative as this isLarge funeral home with additional named)facilities large funeral home with additional facilities HubChapel of restLimousine Private remembrance room chapel of rest DeceasedPrivate ambulance Limo limousineCarrying the coffin Van private ambulanceChapel Bearing the coffin carrying the coffinFuneral Notice Service Room chapelObituary Death Notice funeral noticeMemorial Masonry Mortuary tribute obituaryHeadstone Masonry memorial masonryBurial of (ashes, coffin) Gravestone headstoneAshes Internment burial of ashes/coffinEmbalming Cremated remains ashesFuneral procession Hygenic treatment embalmingLoved one Funeral cortege funeral procession Body loved one* These should be used in all circumstances, wherever possible (i.e. internal and external communications)** Reference to such terms may be made in internal documents (i.e. Way of Working) if necessary

Language – General termsWord/term/phrase to be used* Do not use Use of capitals internal only**Client Customer clientColleague StaffMortuary Care facility colleagueFloral Tributes Funeral flowers, flowers, memorial flowersFuneral reception Wake, reception mortuaryAlternative hearse Specialist hearse floral tributesFuneral Benefit Option Legal Charge funeral receptionOn the day of the funeral Conducting a funeral, carrying out a funeralThird party payments / Payments on Disbursements, deposits alternative hearsebehalf of othersJob title: Funeral Benefit Option• Funeral Director• Funeral Service Operative on the day of the funeral• Funeral Arranger third party payments / payments on behalf of others (Always initial capitals as it is a job title) • Funeral Director • Funeral Service Operative • Funeral ArrangerPlaces: • Fairways• Fairways • Woodlands Burial Ground• Woodlands Burial Ground• A named crematorium, cemetery or • Airedale Crematorium/Cemetery/Church church should be capitalisedDate format Do not use Should always be used in full and with no suffix on the number27 December 2014 27/12/14, 27.12.14, 27/12/2014, 27.12.2014* These should be used in all circumstances, wherever possible (i.e. internal and external communications)** Reference to such terms may be made in internal documents (i.e. Way of Working) if necessary

Glossary of terms – internalWord/term/phrase to be used* Do not use Use of capitalsProject/scheme: Digital project • Funeralcare Online• Funeralcare Online• Ambassador Incentive Scheme Ambassador Bonus (the word bonus should not be used) • Ambassador Incentive Scheme• Employee Recognition Scheme Simply Thank You (this is the name of the provider) • Employee Recognition SchemeQualifications: • Advanced Diploma in...• Advanced Diploma in ... • Professional Diploma in...• Professional Diploma in ... • ...Funeral Arranging and Administration• ...Funeral Arranging and Administration • ...Funeral Services• ...Funeral Services • ...Funeral Directing and Management• ...Funeral Directing and ManagementProducts/Stationery: Funeral bond, Funeral Plan, Funeral Pre-payment Plan, • Pre-paid Funeral Plan• Pre-paid Funeral Plan pre-arranged funeral• Order of Service • Order of Service• Scatter Tubes • Scatter Tubes• Caskets • Caskets• Coffins • CoffinsMemorial Keepsakes:• Silver Fingerprints • Silver Fingerprints• Ashes to Glass • Ashes to Glass