Voice and tone Examples Work with Gusto This phrase reinforces our brand positioning: We foster humanity at work. To preserve its power, we have to be consistent. As a simple rule, only use “work,” “works,” or “working” alongside “with Gusto.” We often pair it with names and photos of real customers to highlight the people we serve. There may be exceptions if a phrase is used to explicitly communicate our product offerings. Not okay Okay Empower with Gusto. Do the hokey pokey with Gusto. Get it done with Gusto. Run payroll with Gusto. Offer benefits with Gusto. Take care of your team with Gusto. Okay 66 Voice & tone Brand Guidelines 3.0