contentS > how we taLk > Voice and tone back forward Skip to next chapter 7 Voice and tone 4.1 How we say it Our voice is inspired. we differentiate ourselves with innovative perspectives, insights and unexpected value. we convey Our voice is the way we use words to express these ideas through a voice that is fresh (creating visions of new possibilities for customers) and our personality—how we talk to each other pragmatic (grounded in what customers really want to do). we’re confident in our ideas and the thinking behind them. we’re succinct—giving customers a and to our customers. Our tone helps us find the quick, sufficient understanding of an idea—but we also reveal the deeper thinking when appropriate. most appropriate spirit in which to convey our messages—from inspirational to informational. Our voice is genuine. In alignment with our brand character, our voice our voice is approachable. we talk about customers and their goals first, technology second. and tone are inspired, genuine and trusted. we use a conversational tone that is person-to-person, not corporation-to-customer. we express our open and positive outlook through a balance of friendliness and pragmatism. We use messaging to determine what we want we don’t create unrealistic visions. our voice is grounded in the concrete benefits our solutions to talk about, and we use voice and tone to offer and in what our customers want to achieve. create the actual copy. Our voice is trusted. we don’t rely on vague statements, industry buzzwords or technical jargon. our products have genuine value. we communicate this clearly and honestly. Quality is the foundation of everything we do. it permeates the products, services and solutions we design, the experiences people have with our technology and even the way we talk. to communicate this, we speak conversationally but correctly.