contentS > how we taLk back forward Skip to next chapter 6 How we talk 4.0 .0 introduction 1 The way we express ourselves is a reflection .0 the hp brand 3 3.0 of our brand. Our positioning, messaging, Click. Print. Enjoy. how we look 7 4.0 voice and copy must be clear and consistent how we talk 68 4. creating copy 69 in all our communications—both to customers brand positioning 70 and to ourselves. This helps us stand out Messaging 71 from our competitors, and builds loyalty Voice and tone 72 building connections 73 with customers who share our point of view. 4. the company name 74 4.3 product names 75 4.4 caps and punctuation 76 4.5 editorial style sheet 78 5.0 Legal and trademark 79 6.0 contact information 82