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BRAND VOICE AND TONE

There are countless moments when our brand reaches our customers and during each of these interactions, a unified brand voice is essential. This is where a voice and tone guide comes in—to guide consistency across all communication channels while maintaining the integrity of our brand voice.

BRAND VOICE

A brand voice is the purposeful and thoughtful expression of a brand through words and prose. Whether we’re talking to each other or to our customers, our communications should be clear, consistent and impactful. Our voice is personal, exemplifies our leadership and demonstrates an imaginative personality.

We are Personal

We know there is no one-size-fits-all approach to solving real world problems, so we communicate in a way that feels personal and collaborative. We want our customers to feel heard and understood as they tackle obstacles.

WHAT IT IS

Empathetic, Straightforward, Sincere

WHAT IT ISN’T

Indifferent, Flippant, Glib

EXAMPLE

Your retail customers want a better shopping experience. You need to grow the bottom line. What if you could deliver both?

We are Leaders

We are trusted leaders in our industry and take pride in our expertise. This is reflected in our communications with bold language that carries a strong sense of professionalism.

WHAT IT IS

Professional, Confident, Trusted

WHAT IT ISN’T

Arrogant, Stodgy, Condescending

EXAMPLE

Investment in MOTOTRBO® Nitro™ is an investment in a long-term partner, not just a platform. We’ve been helping commercial businesses conquer the evolving demands of their industry for over 90 years—from densely packed sites and the increasing need for data, to the integration of sophisticated devices and networks.

We are Imaginative

Our innovative products keep communities safe and businesses thriving and those real-world stories are what energize us every day. It's not just about facts and figures, specs and stats, it's about evoking feelings through our communications.

WHAT IT IS

Innovative, Visionary, Contemporary

WHAT IT ISN’T

Avante-Garde, Dull, Stagnant

EXAMPLE

You receive a frantic call in the middle of the night, reporting a house fire. With help from the FSA4000, you know you can reliably manage the alerting process and quickly get teams to the scene.

We are Clear

No one should have to work hard to understand what we are trying to say. We speak plainly, avoiding jargon wherever possible. The aim is to be concise without oversimplifying what we are trying to communicate.

WHAT IT IS

Concise, Specific, Consistent

WHAT IT ISN’T

Pushy, Sloppy, Terse

EXAMPLE

We’ve made DIMETRA Express easy to set up, configure and install, so you can get your teams going faster. In fact, you can now deploy the system in less than 15 minutes with a simple installer.


BRAND TONE

While voice is a brand's personality, style or point of view, tone is your brand's attitude or mood. Consider your own voice and tone—your voice likely won’t change day-to-day, but your tone does depending on the setting. Your tone for meeting the president would likely be very different from the tone you use speaking with your kids. Now apply the same thinking to the voice and tone of the brand. Depending on our audience and setting, our voice is consistent but our tone can and should change.