8 | Brand System Guidelines | September 2019
Writing Principles
We use our voice to shape the tone of our copy, but we also apply principles of good business writing.
Here are the general rules we apply to all copy we create:
Be concise.
You don’t need to write every benefit and attribute. Prioritize what needs to be said.
Use headlines to break up blocks of text.
As a rule of thumb, assume your reader will only read the headlines. Does the headline convey your message?
Be friendly.
Use the tone and manner you would take with a colleague. By being collegial, we are approachable and
welcoming without being too casual or off-the-cuff.
Don’t be generic.
Try to avoid really sales-y language. Be honest, be friendly, speak to benefits but always remember that
we sell quality products. Let that be the main sales point.
Be engaging. Be inspiring.
Don’t just list attributes and benefits. Give your audience something to grab onto, something that will hook
them, engage them. Our goal should be to inspire them to action.
You are always representing the company.
Internal communications are external communications. An email to a colleague can quickly become
an email to a customer. Our customers sometimes walk the halls. So use these guidelines whether you’re
writing for your colleagues or for your customers.
The use of "&" is reserved for the name
of the company not a short-hand for
"and" in descriptions such as "Diversity
and Inclusion", titles, product names,
business units, etc.
1 / Brand Voice