Corporate brand voice — full reference

Source: Patterson Companies Brand Guide 2025, pages 10–12 [BG25].

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Note

All example pairs below are the guide’s own. The ✅ and ❌ marks reproduce Patterson’s published correct/incorrect examples verbatim — they are quoted content, not decoration.

“At our core, we communicate in a positive, customer-first style that is uncluttered, friendly and authentic.”

Four named attributes: Optimistic · Clear · Truthful · Personable.

1. Optimistic

Rewrite negatives to make them positive. Focus on solutions, not problems.

	Example
✅	Rest assured your SDS requirements are covered.
❌	What keeps you up at night?

2. Clear

• Declutter your writing. Remove unnecessary prepositional phrases, “ands” and “thats.”
• Avoid meaningless words such as great, special, really, very.
• Use fewer words. One thought per sentence.
• Find the right word instead of using adverbs.
• Do not use Inc. or Co. in content.
• Calls to action: preferably one, never more than three. Acceptable CTA forms include a phone number, a URL, Contact your rep, Contact customer service.
• Site directions: keep it simple. Italicize directions, use angle brackets ( > ), bold action words.

	Example
✅	Learn more at pattersonvet.com > equipment > finance > Get Prequalified
❌	To learn more, go to pattersonvet.com, then click “Equipment” then click “Finance” then click “Get Prequalified.”
✅ CTA block	1.800.000.0000 / pattersondental.com
❌ CTA block	Four or more stacked CTAs

3. Truthful

“Because we are a company teeming with helpful people, we write authentically. Avoid using internal jargon and focus on the way our customers feel. We communicate with our customer, not at them, which builds our credibility and trust.”

	Example
✅	Learn how a team approach gets everyone on the same page when you enroll your team in Communication and Service continuing education.
❌	WHAT IF… Your employees all embraced quality service and communication? GETTING THEM ALL ON THE SAME PAGE IS THE PLACE TO START!

4. Personable

Ask: Does it sound like a caring person wrote it? Is the level of formality correct?

	Example
✅	If you haven’t had the opportunity to explore Kerr AlgiNot Alginate Alternative, you’re in for a treat. With faster setup, cleaner cleanup, plus plenty of clinical upside, this nontraditional option could be the right next step for your office team.
❌	ALIGNOT? HOW ’BOUT ALGIYES!!! Get ready for Kerr AlgiNot Alginate Alternative. It’s got faster setup, cleans up well, and more! Try it TODAY in your office!

5. Style baseline [BG25 p.11]

• Follow AP style. For medical articles, follow AMA style.
• Use the active voice, not passive.

	Example
✅	Keep current with continuing education courses from Patterson Veterinary Academy.
❌	Learnings can be had when you sign up for continuing education through Patterson Veterinary Academy.
✅	12 a.m. – 1 p.m.
❌	12 A.M. - 1 P.M.

6. Digital writing [BG25 p.11–12]

• Good content is user-friendly and accessible. Use the words your customers use.
• People skim digital communication. Make your content easily scannable.
• Use clear headlines and subheads that communicate the intent of the content.

	Example
✅	Our continuing education will inspire you with ideas for better client service and growing your practice.
❌	Veterinary-specific education delivered by experts will educate and inspire you with new ideas and best practices to strengthen the business. You’ll receive the know-how, the tools, and the confidence to better meet the needs of pet…

7. What the voice sits on

Element	Text
Purpose	We are Patterson. We Strengthen the People Who Keep Us and Our Animals Healthy.
Vision	We will be the most indispensable partner for animal and oral health professionals, guiding them with bold solutions and a personal touch.
Values	We are Passionate. We are Focused. We are People-First. We are Always Advancing.
Brand equities [BG25 p.7]	Identical across every business unit: Service Excellence · Unrivaled Support · Dedicated People · Easy & Convenient · Business Solutions
Brand promise	Trusted Expertise. Unrivaled Support.®

Purpose, Vision and Values are at [BG25 p.4–5].

Important

Running copy takes a comma and no ®; designed graphics take periods and ®, once per piece [BG25 p.6, p.28]. The promise is not to be used as a headline except in broad, whole-company pieces. The Purpose/Vision/Values do not replace the promise and must not be used in the same way [BG25 p.5].

8. Value propositions [BG25 p.8–9]

The guide publishes segmented value propositions verbatim — Animal Health (companion animal, production animal, cattle, dairy, mixed practice, swine, retail) and Dental (private practice, regional DSO, national DSO). When writing for one of those segments, use the published proposition rather than paraphrasing it.

[TBD: the verbatim proposition text is not reproduced in this plugin — read it from the Brand Guide, pages 8–9.]

9. Internal communications [BG25 p.43–46]

“When crafting all messaging, internal communications need to follow the same Patterson standards of voice, style and font selection.”

Patterson Priorities — the weekly all-employee e-newsletter, sent every Thursday.

• Articles run about 300 words.
• Include visuals where available, and a link if needed, to enhance engagement.
• Draft “a few, simple lines, including who, what, where, when and how”.
• Email a draft to Corporate Communications with an ideal publication date. Deadline: the Friday prior to publication.

Channels: corporate email campaigns, Patterson Priorities, news features on Inside/Patterson, and one-off requests.

10. Email [BG25 p.28–32, p.58]

Email marketing. “We engage our customer by sending relevant information to them, with subscriber lists segmented by interest.” Hero-spot headlines, subject lines, preheader text and subheads are all sentence case.

Email signatures. “As an extension of our brand, they are not intended to reflect your personal style or views, but rather project the Patterson brand.”

Employee Name, RDH | Employee Title, Department | Patterson Dental | pattersondental.com
(w) 651.000.0000 | (m) 612.000.0000 | employee.name@pattersondental.com

TRUSTED EXPERTISE. UNRIVALED SUPPORT.®

Element	Spec
Name	Arial Bold, 10 pt, navy R:0 G:55 B:103
Credentials (e.g. RDH)	Arial Bold — allowed only if they pertain to your job function and add credibility
Title, Department	Arial Regular, 10 pt
Business unit	Arial Bold, 10 pt
URL, phone, email	Arial Regular, 10 pt
Brand promise line	Arial Bold, all caps, 8 pt, sky blue R:0 G:168 B:225

Warning

Never: a photo of yourself; multiple colors, fonts or sizes; a stacked signature; inspirational quotes; social media icons; ads or announcements.

Secondary signatures [BG25 p.29–32] — an optional custom footer graphic above the signature. Informational, not promotional — “The email signature should not be considered a marketing channel.” Suitable: holiday shipping reminders, trade shows, local events, weather impacts. Must be static, designed by the business unit creative team, timely, and no wider than 1300px or taller than 300px.

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Source of truth: plugins/patterson-brand/skills/voice-and-tone/references/corporate-voice.md in the patterson-corp repository.