The Google Fiber brand voice belongs to all of us. It reflects who we are in the truest sense. It expresses our personality, creativity and ingenuity. And like everything else we do, it reflects a straightforward simplicity. It may adjust to suit the environment but fundamentally doesn’t change. Everything we say should always sound like us and nobody else.

The role of our brand voice is to help all of us share our story clearly and consistently anywhere we go. On the following pages you’ll find the insights, guidelines, and principles that we use to craft the Google Fiber story.

Our voice attributes

Smart

Speak intelligently and be straightforward. We’ve made a service that’s ahead of the curve.

Be informative and concise, don’t be wordy.

Spirited

We’re energetic and lively. We bring a positive spark to all that we do and say.

Be energetic and creative, don’t be silly or cute.

Neighborly

Be as helpful as you can. If it’s a painful moment, make things a little easier.

Be friendly and earnest, don’t be invasive.

Voice do’s and don’ts

Balanced voice example

Please do

Balances all three attributes. When it comes together, we sound like a trusted friend.

Too spirited voice example

Please don’t

Skewing too spirited becomes silly.

Too neighborly voice example

Please don’t

Skewing too neighborly feels invasive.

Too smart voice example

Please don’t

Skewing too smart sounds complex and wordy.

Fundamentals

The Google Fiber brand voice is approachable and friendly, and reads the way people speak. Resist the temptation to “dress up” your language with technical terms or marketing jargon; and try reading your copy aloud to catch difficult phrases and wordiness.

Our conversational tone extends to the way people use text in their everyday lives too, so the limited use of exclamation points (one per piece or page) is allowed.

Fundamentals do’s and don’ts

Occasional exclaimation point example

Please do

To sound spirited and neighborly, use the occasional exclamation point.

Too many exclamation points example

Please don’t

Limit yourself to one exclamation point per piece. Overuse comes off as shouty and anxious.

Conversational voice example

Please do

Be conversational.

Overly technical voice example

Please don’t

Uses overly technical language. People don’t really talk like this.

Benefit to consumer voice example

Please do

Lead with the benefit. Think about why someone would care about this, and start there.

Feature-only voice example

Please don’t

Only mentions the feature, instead of why anyone would care.

How it comes to life

Our tone blends smart, spirited, and neighborly, dialing the individual attributes up or down, depending on who we’re speaking to and where we’re meeting them in the consumer journey.

Brand/marketing usage

Proper tone example

Please do

Spirited comes out in the tone: is it optimistic? Does it have lightness and bounce?

Feature-only example

Please don’t

Leans too heavily on the feature, and not why someone would care.

Social usage

Neighborly tone example

Please do

Neighborly comes forward when we bring people into the content: Are we mentioning customers, families, and neighborhoods? Do we talk about Google Fiber as a community rather than an institution or utility? Does the copy sound conversational?

Negative tone example

Please don’t

This might be neighborly, but it’s also negative. Remember to weave smart and spirited through everything, too.

Product

Smart tone example

Please do

Smart comes out in the content: is it helpful and informative? Do we sound like an expert?

Robotic tone example

Please don’t

Sounds robotic. This isn’t how people really talk.

Expertise tone example

Please do

Remember that we’re the experts who can guide our customers to an appropriate product, and that we have their best interests at heart.

Under-confident example

Please don’t

Doesn’t give the reader confidence in our knowledge, or tell them that we care about their satisfaction.

Resources

AP style

Unsure about grammar or usage? We use AP style for all Fiber communications.