Duke Energy brand standards

Published in PDF Brand Identity Guidelines Download Recommends

The Duke Energy Brand Standards have been developed to be as comprehensive as possible.

However, they may not clearly resolve every question or situation. Contact the individuals below for clarification or answers to specific questions.

The Duke Energy Brand Standards have been developed to be as comprehensive as possible.

However, they may not clearly resolve every question or situation. Contact the individuals below for clarification or answers to specific questions.

Our Brand Personality

Our brand personality is the Expert Guide and this personality is used in all our communications.

Our overall look is inviting, intelligent and empathetic. We connect with our readers and viewers quickly through emotionally engaging and/or informative visuals and headlines and by offering quick, concise benefits.

We put our audience first with clear, easy-to-understand solutions that are relevant and meaningful to their lives.

How to Demonstrate “Expert Guide” in Communications

In order to be authentic with our audience, it’s important that we communicate using the consistent, recognizable tone of voice and visual approaches of our Expert Guide personality.

Like anyone, the Expert Guide can use different tones and approaches in different situations. For example, we may use more technical details when communicating with employees than with customers. However, our overarching personality and communication style remain the same.

Tone and Voice

Any time we are communicating on behalf of the company, we must keep Duke Energy’s personality and attributes in mind. Duke Energy should be thought of as a person, not a corporation. This helps us keep our writing and speaking style believable and relatable.

Headline Style

Headlines are short but engaging. Headlines work with the images to establish a feeling of emotional connection.

Copy Style

We use language that is warm, engaging and succinct. We respect our audiences’ time and keep our copy quick and on target. We focus on one main point and avoid distracting secondary details.

Additional Writing Guidelines

Stick with plain language. Don’t be verbose or overly complicated.
Use language that empowers.
Don’t exaggerate or overstate.
Prioritize the message. Share the most important information, and leave the rest out.
Talk with a single person, not to a large group. Communicate as if having a one-on-one conversation.
Focus on the benefit, not the attribute. Don’t list features; explain why they are meaningful.
Back up what you’re saying. Express experience and expertise through facts and examples.
Think local. When appropriate, let characteristics of the target audience/locale influence the message.