1. Pulse Virtual Training
Welcome to Pulse Virtual Training for Contributors. We have created a series of training modules to help you perform your job as a contributor.

2. Pulse Virtual Training
The ultimate goal of Pulse is to support business strategies and drive associate engagement throughout Anthem.

3. Pulse Virtual Training
Publishing useful and informative content onto the portal will go a long way in achieving this goal.

4. Pulse Virtual Training
To achieve our goal, this tutorial will demonstrate how to create web pages that utilize visual language, design, and photography that reflects and clarifies our message.
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5. Select the lesson you want to take
How to use Anthem’s Brand Voice 01
Understanding Pulse Typography 02
Text
Guidelines 03
Table
Guidelines 04
Linking
Guidelines 05
Anthem's brand voice attempts to move away from the traditional corporate tone and connect with audiences using an approachable, personable style.
In this module, we will learn about fonts, colors and styles of web pages in Pulse.
With over 300 content contributors and Community owners, it's important to have consistency in the text that appears across Pulse.
While tables should be used sparingly, they display a distinct advantage when the user is presenting the information as:
Your link text should always describe where the user is going. This is beneficial to all users, but especially helps disabled users.

6. Anthem’s Brand Voice Objective:
By the end of the tutorial, you will be able to correctly identify and create content in Pulse using Anthem’s Brand Voice.

7. Anthem’s Brand Voice What is Anthem’s Brand Voice?
Anthem's brand voice attempts to move away from the traditional corporate tone and connect with audiences using an approachable, personable style.
Tell people what you want them to know, but your voice should express how you want them to feel.
Anthem's Culture of Caring
Anthem's culture of caring should be at the forefront of all communications.

8. Anthem’s Brand Voice Brand Resource Toolkit
The Brand Voice Toolkit offers content contributors a robust guide to understanding and implementing the brand voice. This toolkit contains examples for communicating to all audience, including fellow associates, and how to follow the four key rules in establishing the right tone for a communication.

9. Anthem’s Brand Voice As a Pulse Contributor,
When writing content for Pulse, Anthem's brand voice should always be considered.
Content contributors should take on the role of a helpful guide who eagerly provides answers, guidance, and the tools necessary for others to outperform in their jobs.
The voice is most successful when it instills associates with a sense of confidence and understanding.
Consistent use of Anthem's brand voice will help ensure that content on Pulse is engaging and inviting for all associates.

10. Anthem’s Brand Voice As a Pulse Contributor,
When writing content for Pulse, Anthem's brand voice should always be considered
When writing content for Pulse, Anthem's brand voice should always be considered.
Content contributors should take on the role of a helpful guide who eagerly provides answers, guidance, and the tools necessary for others to outperform in their jobs.
The voice is most successful when it instills associates with a sense of confidence and understanding.
Consistent use of Anthem's brand voice will help ensure that content on Pulse is engaging and inviting for all associates.

11. Anthem’s Brand Voice As a Pulse Contributor,
When writing content for Pulse, Anthem's brand voice should always be considered
Contributors should take on the role of a helpful guide
When writing content for Pulse, Anthem's brand voice should always be considered.
Content contributors should take on the role of a helpful guide who eagerly provides answers, guidance, and the tools necessary for others to outperform in their jobs.
The voice is most successful when it instills associates with a sense of confidence and understanding.
Consistent use of Anthem's brand voice will help ensure that content on Pulse is engaging and inviting for all associates.

12. Anthem’s Brand Voice As a Pulse Contributor,
When writing content for Pulse, Anthem's brand voice should always be considered
Contributors should take on the role of a helpful guide
Instills confidence and understanding
When writing content for Pulse, Anthem's brand voice should always be considered.
Content contributors should take on the role of a helpful guide who eagerly provides answers, guidance, and the tools necessary for others to outperform in their jobs.
The voice is most successful when it instills associates with a sense of confidence and understanding.
Consistent use of Anthem's brand voice will help ensure that content on Pulse is engaging and inviting for all associates.

13. Anthem’s Brand Voice As a Pulse Contributor,
When writing content for Pulse, Anthem's brand voice should always be considered
Contributors should take on the role of a helpful guide
Instills confidence and understanding
Consistent use of Anthem's brand voice will help ensure that content on Pulse is engaging
When writing content for Pulse, Anthem's brand voice should always be considered.
Content contributors should take on the role of a helpful guide who eagerly provides answers, guidance, and the tools necessary for others to outperform in their jobs.
The voice is most successful when it instills associates with a sense of confidence and understanding.
Consistent use of Anthem's brand voice will help ensure that content on Pulse is engaging and inviting for all associates.

14. Anthem’s Brand Voice As a Pulse Contributor,
When writing content for Pulse, Anthem's brand voice should always be considered
Contributors should take on the role of a helpful guide
Instills confidence and understanding
Consistent use of Anthem's brand voice will help ensure that content on Pulse is engaging
4 key considerations
When writing content for Pulse, Anthem's brand voice should always be considered.
Content contributors should take on the role of a helpful guide who eagerly provides answers, guidance, and the tools necessary for others to outperform in their jobs.
The voice is most successful when it instills associates with a sense of confidence and understanding.
Consistent use of Anthem's brand voice will help ensure that content on Pulse is engaging and inviting for all associates.
There are four key considerations to keep in mind when using the internal Anthem brand voice in the creation or review of content.

15. Understand your intent
Anthem’s Brand Voice
Understand Your Intent
Begin the piece with the main idea and remember the intent of your work throughout the writing process 1
Understand your intent
All content should serve the purpose of engaging and informing its audience. Beginning the piece with the main idea and remembering the intent of your work throughout the writing process will ensure that the purpose of the content is made clear to all readers. 

16. Understand your intent
Anthem’s Brand Voice
Consider your context
Understand the audience and the type of message being communicated. 1
Understand your intent 2
Consider your context
Understand who the audience is and the type of message being communicated, and keep timing in mind. This context will help determine the appropriate narrative style, tone, and format for how the information should be displayed.

17. Understand your intent
Anthem’s Brand Voice
Make it sound human
Ensure that content sounds human, as if telling a story. 1
Understand your intent 2
Consider your context 3
Make it sound human
A good strategy to ensure that content sounds human is to say the information aloud, as if telling it in the form of a story to a casual friend. Capturing the content in this way will help avoid coming off robotic or cold. It is best to avoid using industry-specific jargon when possible. Instead, use casual pronouns and contractions, and casual asides and anecdotes when it's appropriate to do so.

18. Understand your intent
Anthem’s Brand Voice
Make it sound human
For additional direction, utilize the Using simpler words quick guide for commercial business communications and content. 1
Understand your intent 2
Consider your context 3
Make it sound human
For additional direction, utilize the Using simpler words quick guide for commercial business communications and content.

19. Understand your intent Make it sound like Anthem
Anthem’s Brand Voice
Make it sound like Anthem
Take on the role of a helpful guide when writing or reviewing a piece of content. 1
Understand your intent 2
Consider your context 3
Make it sound human 4
Make it sound like Anthem
Take on the role of a helpful guide when writing or reviewing a piece of content. Contributors should aim to help other associates feel well informed, confident in their professional roles, and capable of teaching the information themselves.

20. Anthem’s Brand Voice
Anthem's brand voice helps us all better understand the content on a more personal level and create a deeper sense of connection and community.

21. Anthem’s Brand Voice
Let’s look at some examples of how to use Anthem’s Brand Voice.

22. Anthem’s Brand Voice

23. Anthem’s Brand Voice
Take a look at this example . . .

24. Anthem’s Brand Voice

25. Anthem’s Brand Voice
Here’s another example . . .

26. Anthem’s Brand Voice

27. Anthem’s Brand Voice
Let’s examine this page in Pulse and see how they’ve applied Brand Voice

28. Anthem’s Brand Voice
Notice how it starts with an approachable, yet informative headline.

29. Anthem’s Brand Voice
Text displays a caring tone.

30. Anthem’s Brand Voice
Content provides links to helpful, easy access to resources.

31. Anthem’s Brand Voice
Ends with a message that makes the content personal to the reader.

32. Anthem’s Brand Voice – Knowledge Check 1
Let’s try another.
Select which one best displays Anthem’s Brand Voice.
A. We have improved our website for your convenience.
B. Anthem.com – redesigned with you in mind.

33. Anthem’s Brand Voice – Knowledge Check 1
Nice try, but it sounds a little too cold and institutional.
You’ll do better next time!

34. Anthem’s Brand Voice – Knowledge Check 1
You’re right! Great job!
The tone of the message is friendly and casual without being silly or disrespectful.

35. Anthem’s Brand Voice – Knowledge Check 2
Now you try.
Select which one you think is using Anthem’s Brand Voice.
A. Brooke, your doctor sent us some incorrect info. Let’s take care of that.
B. Brooke, we got the wrong deets from your doc. We’ll find out what’s up.

36. The tone is casual and helpful without being silly.
Anthem’s Brand Voice – Knowledge Check 2
You’re right, of course.
The tone is casual and helpful without being silly.

37. Anthem’s Brand Voice – Knowledge Check 2
Sorry, that’s not the right answer.
The sentence uses slang, is too informal and almost silly.

38. Anthem’s Brand Voice – Knowledge Check 3
Let’s try another.
Select which one you think is using Anthem’s Brand Voice.
A. A medical professional is always available to answer your question with LiveHealth Online
B. Hey Students! Enjoy Spring Break! And if you need to talk to a doctor while you’re away, find one at LiveHealth Online.

39. Anthem’s Brand Voice – Knowledge Check 3
This was a tough one!
While A is helpful and informative, it’s a little too formal. The correct answer is B.

40. Correct. This was a tough one!
Anthem’s Brand Voice – Knowledge Check 3
Correct. This was a tough one!
A is helpful and informative, but it’s a little too formal. B is helpful and friendly.

41. Anthem’s Brand Voice – Knowledge Check 4
Let’s try one more, just to make sure you’ve got this.
Select which one you think is using Anthem’s Brand Voice.
A. Contact your Anthem Account Manager for additional information.
B. Want more details? Your Anthem Account Manager is here to help.

42. Sorry, the correct answer is B
Anthem’s Brand Voice – Knowledge Check 4
Sorry, the correct answer is B
This was another tough one. While A is helpful and informative, it’s a little
too matter-of-fact.

43. Anthem’s Brand Voice – Knowledge Check 4
Good job!
This was another tough one. Both offered a means to get help. But A was a little too matter-of-fact.

44. Anthem’s Brand Voice – Knowledge Check Scroe
Score

45. Anthem’s Brand Voice
Great job on the Anthem Brand Voice! Remember if you need help, be sure to visit the Brand Resource Center.