AT&T Brand Guidelines at a Glance 9 Tone of Voice Think of the AT&T brand as a living, breathing human being. Brand attributes make up personality; design acts as a wardrobe; messaging defines what AT&T says. In the same way, tone of voice reinforces this distinct personal style. It is not what AT&T says, but how; it is about communicating in a way that is unmistakably AT&T. Tonal attributes These core attributes work together to create a distinct tone, which we express through language and style: Friendly Be welcoming. Write as if speaking. Keep your words bright, simple and familiar. Imagine that you are chatting with your customer over a cup of coffee. Energetic We are full of life, bringing together enthusiasm and a sense of purpose. Our style is dynamic, rallying, a call to action. Paint a picture with your words. Explore the unexpected. Fast Because every moment matters, we get straight to the point. Helpful Let’s make it easy. Show that we are there to help by sharing information with a positive, can-do attitude. Use examples to bring messages to life, and don’t be afraid to ask questions. Experiential attributes We express these core attributes in what we offer and how we deliver, rather than in how we sound: Innovative The products we sell Reliable The service we deliver Flexible Our open, responsive approach