HELPING YOU STAY SMART We match our voice to audience needs. That means that our Twitter tone isnt always the same as our product description tone. We share content to keep our audiences engaged and the conversations going. Were intuitive TALK AT EYE LEVEL We meet our audiences where they are, flexing our tone to meet their needs and expectations. Adjust levels of enthusiasm and sophistication, depending on audience Embrace the second person (you, yours) This might sound like Were here to turn your brand into a local household name. This wont sound like Comcast Spotlight offers vital brand awareness for local advertisers. This might sound like Ready to build your plan? Lets get started. This wont sound like Find the advertising solution thats right for your business. Learn more. This might sound like Great video gets people talking. When the timings right, join the conversation. This wont sound like Effective video generates social conversation and increases Web traction. Your brand can keep the convo going and gain presence. Were active INSPIRE WHATS NEXT We let our natural excitement shine through to prompt engagement. Avoid the passive voice Give clear calls to action and provide next steps to continue the conversation Were dynamic CHANGE UP THE PACE Predictable writing patterns can make us sound institutional, so we mix it up. Use elements like contractions, casual asides (like this), and rhetorical questions Vary sentence length and structure 11 Our Brand | V 1.0 Comcast Spotlight