Radio Fortune Africa -Cantona Joseph
https://zeno.fm/radio/radio-fortune-africa
WHX Social Guidelines
Contents
01-Introduction
Why Social Matters ……………………………………..03
02-Brand Overview
Overview ……………………………………………………….. 04
Our WHX Visual Identity…………………………… 05
Our WHX Social Visual Identity ……………… 06
03-Content
Our Social Voice ………………………………………….. 08
Types of Content …………………………………………..12
Photographic and Video Content…………….14
Engagement………………………………………………….. 15
Emoji Usage ……………………………………………………16
Posting Frequency………………………………………..17
04- Visual Guidelines
Logo ………………………………………………………………….20
Typography …………………………………………………….23
Brand Colours………………………………………………..27
Platform Specific Considerations …………..29
Caption Copy………………………………………………….33
05-Examples
Asset Examples ……………………………………………35
06 -Contacts
Contact Information ……………………………………36
BRAND GUIDELINES 2
Why Social Matters
We live in a social-first world.
Our audience gets a lot of their news, knowledge and information from social media.
That’s why social media gives us a powerful platform as a brand to share our story and vision – while engaging our audiences in a more active way.
It’s where we can become a brand our audiences want to be involved with. And where we can truly connect to build a WHX community online.
These guidelines are designed to help you effectively represent WHX across all social channels. Ensuring consistency, compliance and a positive experience for our community.
SOCIAL GUIDELINES 3
Brand Overview
A snapshot of our brand and its translation to social media
BRAND GUIDELINES 4
Our WHX Visual Identity
Logo
Strategy Photography
Together for a healthier world
Typography
Colour
Graphics Application
Global. Connected. Future-focused.
Our WHX Social Visual Identity
SOCIAL GUIDELINES 6
Content
BRAND GUIDELINES 7
Our Social Voice
Our brand voice isn’t just how we speak or write.
It’s how we behave – whether that’s posting on LinkedIn, commenting on Instagram, sending out emails or talking at events.
It’s how we interact with other brands – from sponsorships and CSR initiatives, to partnerships with other brands.
Our voice is our personality.
While it must sound consistent across all platforms and channels, we must consider the different tones and mannerisms we can exhibit across those platforms.
SOCIAL GUIDELINES 8
Our Social Voice
If WHX were a person, they would be a confident specialist who is warm, inspires energy and
action in those around them, and is easily understood by anyone around the world.
Voice Characteristics
Energising We behave and speak in a way that instills excitement about what the future holds. Specialist We inspire confidence in our audience by interacting with them as fellow professionals. Warm Connection is everything. We’re about bringing people together to help move global healthcare forward. Accessible We are clear and easily understandable across cultures to unite all corners of healthcare.
SOCIAL GUIDELINES 9
Our Social Voice
We need to maintain a consistent brand voice. However, the way we speak will change according to best practice for each platform – by dialling certain voice characteristics up and down.
Energising
We’re confident in WHX’s potential to help redefine the future of healthcare, and we invite others to share that vision.
Our language should inspire and energise our audience about what’s possible for the future of healthcare.
Accessible
As an event built around bringing the right people together, our voice should be welcoming and approachable.
We use clear, simple language, reserving industry-specific terminology for when it’s relevant to our specialist audience.
We’re not gatekeepers to the future of healthcare, so our tone is never elitist or condescending.
When we speak, we’re speaking to peers; like-minded people who are just as committed to exchanging knowledge, building connections, and driving insights to create a healthier world together.
Instead, we invite anyone who shares our mission and vision to join us.
It’s also essential to remember that our audience is truly global. Our words must remain clear and accessible to everyone, even after translation, ensuring our message resonates worldwide.
Specialist
Our audience are experts in their fields, so we should speak to them as peers.
This demonstrates we have the knowledge to engage with them on a professional level.
By speaking clearly and confidently, we show natural self-assurance and treat our audience with intelligence and respect.
Warm
Human connection is at the heart of everything WHX represents. We believe that bringing the right people together is what drives innovation in global healthcare.
Even on a global scale, people are at the core of what we do. Our events provide opportunities for meaningful connections, collaboration, and shared progress.
We avoid unnecessary jargon, but don’t shy away from using medical or technical language when appropriate, ensuring our communication is always precise and credible.
The way we communicate should reflect this — warm and approachable, like peers speaking to one another, while always embracing the human connection that drives our mission.
BRAND GUIDELINES 10
Our Social Voice
Adapting the
WHX voice across our social platforms
All of our social platforms should maintain
the core brand voice while adjusting the
emphasis of these characteristics to match
each platform’s unique audience expectations and communication styles.
Specialist: Significantly dialled up (primary focus)
Energising: Moderate
Warm: Moderate
Accessible: Moderate
Best for:
Detailed healthcare industry insights, professional
networking updates, event announcements, speaker highlights and thought leadership content.
X
Energising: Dialled up (primary focus)
Accessible: High
Warm: Moderate
Specialist: Moderate
Best for:
Real-time event
updates, quick industry news, live event
coverage and engaging conversation starters.
Accessible: Dialled up (primary focus)
Energising: Moderate Warm: High
Specialist: Moderate
Best for:
Community building, event announcements, longer-form stories and educational content.
Warm: Dialled up
(primary focus)
Energising: High
Accessible: High
Specialist: Low
Best for:
Behind-the-scenes content, event
atmosphere, healthcare innovation showcases and community stories.
SOCIAL GUIDELINES 11
Types of Content
Content focus per platform
WHX – The Expert
Share professional insights and industry expertise.
X
WHX – The News Source
Report on newsworthy events and developments.
WHX – The Global Community Builder
Build our community through accessible, engaging content.
WHX – The Storyteller
Tell the stories behind WHX and connect on a human level.
SOCIAL GUIDELINES 12
Types of Content
Ensure content aligns with the brand’s values and mission.
Inform
Entertain
Educate
Inform
Inform
Timely, relevant, and factual information. This type of content can include news updates, industry insights, data reports, how-to guides, and announcements. It aims to keep audiences informed and aware of current events, trends, and important topics.
Main platforms:
Entertain
Designed to captivate and amuse audiences. This content often includes creative storytelling, memes, viral challenges, and engaging visuals. Its primary goal is to evoke emotions, spark joy, and encourage interaction through likes, shares, and comments. By providing an enjoyable experience, our entertain social content helps us build community, increase engagement, and enhance the WHX online presence in a fun and relatable way.
Main platforms:
Educate
Designed to inform, teach, or engage audiences on educational topics. This content can include informative posts, explainer videos, interactive quizzes, infographics, and live discussions, all aimed at enhancing knowledge or skills (an example could be educational articles on WHX Insights).
Main platforms:
SOCIAL GUIDELINES 13
Photographic and
Video Content
Most of our social content is presented using images and video. While we do utilise typographic and infographic posts as well, our social feed should predominantly convey a human and warm feel.
Our photographic approach embodies our mission, values, and the ethos ‘Together for a Healthier World’ by capturing authentic, human-centric images. This strategy should encapsulate the brand’s dedication to bringing people together, fostering innovation, and promoting inclusivity, whilst highlighting both our universal reach and local impact.
We employ a blend of event, lifestyle and location imagery. Key elements to include are outlined on this page.
For more detailed guidance on WHX imagery, please refer to our WHX Master Guidelines.
Human-Centric Imagery
Emotion and Connection
Natural Lighting
Universal and Local Contexts
WHX Colour Palette
Realism and Positivity
Collaboration and Innovation
Dynamic Composition
BRAND GUIDELINES 14
Engagement
Interact with followers by using social stickers, responding to comments and DMs.
Community Management overarching strategy: Engage promptly and thoughtfully with
all community interactions, addressing
inquiries efficiently while maintaining
composure and professionalism.
On stories, we’ll use interactive stickers 2x a month to engage audience. Could be a quiz, question box, ask an expert, etc.
For detailed guidance on addressing negative feedback and misinformation, please refer to our social media risk management policy.
SOCIAL GUIDELINES 15
Emoji Usage
Incorporating emojis adds warmth and relatability to our social media, making our brand more engaging.
Recommended Emojis Emojis to Avoid
When used effectively, emojis capture attention, highlight key information, and foster interaction while balancing professionalism and engagement.
General Principles
Professionalism First
Our tone should remain professional
yet approachable. Emojis can add
warmth and relatability but shouldn’t
overpower the message.
Context-Appropriate
Ensure emojis complement the message
and are suitable for the context.
Cultural Sensitivity
Be mindful of cultural interpretations.
Avoid emojis that could be misconstrued
or offensive in different cultures.
Positive Reinforcement and Acknowledgement Event and Engagement
All Rights Reserved © The Cantona Group PLC||2025
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