4 | Brand System Guidelines | September 2019
About Brand Voice
What we say is dictated by our purpose, our principles, and our business goals.
How we say it is our brand voice.
Our words can express and define who we are, and help develop stronger and more meaningful relationships
with our audiences.
Although we are mainly a B2B company, our words are seen, read, and heard by people, not companies.
That's why our voice must be authentic to who we are as a company in addition to being relevant to our
customers and their markets.
We speak to lots of different audiences: business leaders, associates, shareholders, recruits, media, and the
community to name a few. We communicate in many different ways: via thought leadership, social media
posts, videos, advertising, white papers, research, and more. Also, as a global organization, we operate in many
countries and speak in different languages.
We may use many of the same words as our competitors to describe what we do, but by changing the way
we write, speak, and sound, while pairing that with the way we look and behave, we can truly stand out and
gain instant recognition.
1 / Brand Voice