# Dmgt Brand Voice

> Professional, authoritative, and institutional, conveying stability through a long-term perspective.

## Positioning
DMGT is a global investment group that manages a diverse portfolio of market-leading companies across media, information, and venture capital. It positions itself as a responsible, multi-generational business focused on sustainable growth and corporate governance.

## Voice principles
*   **Institutional:** Uses formal, established language that reflects a high-level corporate holding structure.
*   **Strategic:** Focuses on the "long-term approach" and "market-leading positions" rather than short-term trends.
*   **Responsible:** Emphasizes ethical commitments to people, communities, and governance.
*   **Direct:** States facts, figures (e.g., "revenues of around £1bn"), and business functions without unnecessary flourish.

## Tone by context
| Context | Tone |
|---|---|
| Corporate Overview | Authoritative and factual, focusing on scale and portfolio breadth. |
| Sustainability/ESG | Earnest and committed, highlighting social impact and responsibility. |
| Investor Relations | Formal and structured, utilizing standard financial reporting terminology. |
| Legal/Governance | Precise and compliant, emphasizing transparency and standards. |

## Lexicon
*   **Use:** Portfolio, long-term approach, market-leading, responsible business, compelling information, governance, social impact, dedicated.
*   **Avoid:** Disruptive, hustle, startup, trendy, flashy, aggressive, "we're changing the world" (use "dedicated to its people and communities" instead).

## Messaging do's and don'ts
*   **Do:** Refer to the company as "The Group" or "DMGT" to maintain a sense of scale.
*   **Do:** Use adjectives like "compelling," "market-leading," and "responsible" to qualify business activities.
*   **Do:** Connect business success to social and community impact.
*   **Don't:** Use overly casual contractions or slang.
*   **Don't:** Focus on individual personalities; keep the focus on the portfolio and the collective entity.
*   **Don't:** Use hype-driven marketing language; stick to "insight, events, news and entertainment."

## Evidence
*   "DMGT manages a portfolio of companies"
*   "The Group takes a long-term approach to investment"
*   "DMGT is a responsible business, dedicated to its people and communities"
*   "Market-leading positions in consumer media"
*   "Corporate Governance"
*   "Satisfying the need to know" (Annual Report cover)