BRAND TONE OF VOICE

Our expression is:

Optimistic

We express ourselves with optimism because we are convinced that together we can accelerate moves towards a fair and positive
transition. We are confident in the future and our ability to meet the challenges facing our sector and all our stakeholders together.

Simple and concrete
We are focused on action by delivering appropriate, effective and sustainable solutions that reflect the expectations and concerns of
our stakeholders. Our role is to provide simple, effective solutions to complex issues. Our words must reflect this mindset: they must
be simple, pragmatic and straightforward, stating the essentials and supported by tangible evidence.

Engaging and conversational
We believe that we must act together to accelerate the energy transition. This is why we engage all our stakeholders in each of our messages. We express ourselves as the voice of a community (“we”) in which everyone has a role to play. We use a more emotional tone and “we” to address our customers and stakeholders with whom we enjoy close relationships built on trust.
Our communications foster active involvement and encourage dialogue.

Golden rules for expressing ourselves:

1. Direct taglines. We cut to the chase. Our taglines and titles must
contain an action verb.

2. Clear style, simple words. We focus on using short sentences
and clear terms which can be understood by everybody, while
illustrating our points with evidence and specific examples.

3. Our stakeholders (local authorities, elected officials, service
companies, manufacturers and private customers) are central to
our message.

- Use of “we”. Our ”we” always refers to everyone: it expresses
our desire to take action in conjunction with our customers and
stakeholders and to engage them, together, in meeting multiple
challenges.

- Use of “you”. “You” reflects our close relationships:
Our mindset, open to the expectations and needs of our
customers and stakeholders and mindful of the need to supply
solutions to the challenges everyone faces.

4. Optimistic tone. We are aware of the challenges but determined
to find concrete solutions that are satisfactory to everyone:
we use positive vocabulary and avoid anxiety-inducing
expressions.

5. Embodiment. While fulfilling our role as experts in the energy
transition, we should recognise the reservations and concerns
of our stakeholders. By using a more emotional tone (direct and
snappy turns of phrase such as “acting together” or questions,
for example), we are better able to capture their attention and
engage them in our shared actions.