10 | Brand System Guidelines | September 2019
Writing Principles / Examples of Voice in Application
Product-Level Message Examples
Before
After
Notes
FR Textiles Headline
Example
From custom engineering and advanced
testing to in-depth industry resources, our
dedication to the most comfortable flame-
resistant (FR) protection is unmatched.
At Milliken we’re constantly striving to
create innovations that have a positive impact
on people – starting with those who work
in demanding environments. Our FR protection
sets a high bar, leading the industry in both
performance and comfort because doing the
minimum is simply not enough.
High level messages should
reflect our brand voice so that
we create consistency with
corporate communications.
FR Product Message
Example
ResQ™ Synergy® is made with 93% aramid,
5% para-aramid, 2% static dissipative fiber.
This inherently FR fabric is highly durable
and commonly used in wildland firefighting
uniforms as well structural firefighting and
technical response uniforms.
Unchanged
No voicing required
on technical information.
1 / Brand Voice