Introduction
Consistent messaging is an integral element of Australia Defence and Security Solutions' (ADSS) brand and market presence. It ensures consistency in what people see and hear about KBR, creating a lasting impact and recollection.
Effective communication is critical to achieving KBR’s strategic growth objectives and maintaining customer-centric campaigns. Australia Defence and Security Solutions continues to evolve and has defined its vision as;
"Being a sovereign capability partner to Defence, solving its most complex mission problems, built on a trusted position as both a vendor and product agnostic technology integrator."
Clear, consistent, relevant and engaging messaging is essential in ensuring we achieve this vision.
Messaging
The ADSS messaging document forms the basis of all ADSS messaging to our stakeholders and the Australian market. It provides high level messaging and detail around tone and style to clearly and simply articulate what KBR does and why we are different.
When utilising this information, it may be adapted for context and should suit the document, platform and audience but must always remained aligned to core messaging.
To ensure veracity and consistency of our content, the verified facts and statistics included should not be updated or changed without consultation with the Corporate Affairs team.
Bid writing guidance
ADSS Bids & Proposals Style Guide’ is the central reference for producing clear, consistent, and compelling tender submissions that support customer-focused storytelling.
This guide ensures that every proposal, regardless of its size, authors, or domain, reflects a unified KBR voice.
It provides practical direction for structuring content, balancing visual and wording presentation in a manner that best sell our solution, applying KBR brand guidelines for special submission elements, and communicating with a proposals-specific writing style across multi-author and multi-disciplinary schedules.
Tone and style
Writing style is how you communicate your ideas in content. It is shaped by the tone and voice you use, which guide how all content should sound.
Tone is the way you express ideas, including the words you use, how you put them together and their level of formality. Voice captures who is writing, a persona people understand when they engage with the content. Adapt tone and voice to engage users, so the content can meet their needs.
KBR is a leader in pivotal areas of global importance and a team of teams guided by our values and the tone we use through all content should reflect who we are as a company;
- Knowledgeable
- Aspirational
- Confident
- Honest
- Human
ADSS' written style aligns to the Australian Government Style Manual. This is your reference for all writing to create clear and consistent content that meets the needs and expectations of our customers and market position in Australia.
Value proposition
KBR operates in a dynamic environment shaped by evolving customer challenges and a shifting threat landscape. Recognising this, we are well positioned to leverage our value proposition and strengths.
What we offer:
- KBR is a technology integrator delivering force multiplier solutions for Defence.
- KBR is an experienced capability partner ensuring the effectiveness and availability of critical assets.
- KBR provides Technical Integration and Program Services.
Lines to take
The ADSS Corporate Affairs team is KBR’s interface with the media and maintain reactive lines to take which provide background and approved messages on current project updates, issues, pursuits. The nature of some of these topics and the related messages are sensitive and not widely published or shared.
Please contact the ADSS Corporate Affairs team if you have a specific query.
Taglines and hashtags
KBR’s taglines are important part of our brand and global positioning. There is a hierarchy of taglines that can be used in certain contexts or in alignment with specific campaigns.
KBR has a number hashtags relevant to our brand, values and the work we do. For employee LinkedIn posts, include 2-5 hashtags, with 2-3 of these being KBR approved hashtags for consistency, to strengthen brand visibility and to reach a wider, relevant audience.
The messaging document provides more detailed guidance on use and placement of tag lines and hashtags.
Key writing resources
ADSS Messaging Guide
The ADSS Messaging Guide forms the basis of all ADSS messaging to our stakeholders and the Australian market.
It provides high level messaging and detail around tone and style to clearly articulate what KBR does and why we are different.
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