Brand Fundamentals
Tone of
Voice
Our voice reflects who we are.
At Steele Raymond, the way we speak is as important as the advice we give. Our tone of voice is designed to make clients feel clarity, confidence, and momentum from the very first word. It is calm but authoritative, approachable but assured. It reflects our belief that clients don’t come to us for long-winded legal explanations — they come to hear, “Here’s what I’d do if I were you.”
Every sentence we write, whether on the website, in a brochure, or in a client email, should carry the same qualities: clear, confident, measured, and purposeful. We balance technical expertise with human understanding, ensuring our language is always practical, never performative.
This tone connects all of our teams and services. Whether we’re advising a family on a personal matter or guiding a board through a corporate transaction, the voice remains recognisably Steele Raymond: confident, clear, and collaborative.
Every sentence we write, whether on the website, in a brochure, or in a client email, should carry the same qualities: clear, confident, measured, and purposeful. We balance technical expertise with human understanding, ensuring our language is always practical, never performative.
This tone connects all of our teams and services. Whether we’re advising a family on a personal matter or guiding a board through a corporate transaction, the voice remains recognisably Steele Raymond: confident, clear, and collaborative.
1. Clear
We cut through complexity. Our language is plain English, with legal nuance expressed in ways clients can act on. No jargon, no padding — just direct, distilled advice.
2. Confident
We speak with calm authority. Confidence is not about volume, but about certainty. Our words show clients they can trust our judgement and move forward without hesitation.
3. Practical
Every line should feel purposeful. We give direction, not options without context. Advice is always framed around the real-world impact and next steps.
4. Human
We balance professional expertise with empathy. Clients should feel that we understand their pressures — commercial, personal, or reputational — and that our words carry that awareness.
We cut through complexity. Our language is plain English, with legal nuance expressed in ways clients can act on. No jargon, no padding — just direct, distilled advice.
2. Confident
We speak with calm authority. Confidence is not about volume, but about certainty. Our words show clients they can trust our judgement and move forward without hesitation.
3. Practical
Every line should feel purposeful. We give direction, not options without context. Advice is always framed around the real-world impact and next steps.
4. Human
We balance professional expertise with empathy. Clients should feel that we understand their pressures — commercial, personal, or reputational — and that our words carry that awareness.
Clients don’t want lengthy lectures, they want lawyers who keep momentum.
This line captures the firm’s clarity, confidence and human judgment: direct, practical, and client-focused without jargon.
How It Comes Across
Concise, but never cold: short sentences, active voice, direct calls to action.
Measured, not boastful: we let outcomes and results speak louder than claims.
Balanced, not biased: we respect both the technical and the human side of every matter.
Consistent, across all channels: whether in a formal opinion, a news article, or a LinkedIn post, the tone should feel steady, clear, and recognisably Steele Raymond.
Concise, but never cold: short sentences, active voice, direct calls to action.
Measured, not boastful: we let outcomes and results speak louder than claims.
Balanced, not biased: we respect both the technical and the human side of every matter.
Consistent, across all channels: whether in a formal opinion, a news article, or a LinkedIn post, the tone should feel steady, clear, and recognisably Steele Raymond.
Our tone of voice is more than a style guide — it’s how we demonstrate who we are. Clients trust us because we listen, cut through the noise, and help them act with certainty. That trust is strengthened every time our words reflect the same qualities as our advice: clear, confident, practical, and human.
This consistency matters. Whether a partner is drafting a thought-leadership piece, a solicitor is writing to a client, or the marketing team is shaping web content, the voice should always feel unmistakably Steele Raymond. When we speak with one voice, we show the strength of our brand and the unity of our people. It is what connects every team, every matter, and every client experience.
This consistency matters. Whether a partner is drafting a thought-leadership piece, a solicitor is writing to a client, or the marketing team is shaping web content, the voice should always feel unmistakably Steele Raymond. When we speak with one voice, we show the strength of our brand and the unity of our people. It is what connects every team, every matter, and every client experience.