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.
Speak intelligently and be straightforward. We’ve made a service that’s ahead of the curve.
Be informative and concise, don’t be wordy.
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.
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
Balances all three attributes. When it comes together, we sound like a trusted friend.
Skewing too spirited becomes silly.
Skewing too neighborly feels invasive.
Skewing too smart sounds complex and wordy.
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
To sound spirited and neighborly, use the occasional exclamation point.
Limit yourself to one exclamation point per piece. Overuse comes off as shouty and anxious.
Uses overly technical language. People don’t really talk like this.
Lead with the benefit. Think about why someone would care about this, and start there.
Only mentions the feature, instead of why anyone would care.
Spirited comes out in the tone: is it optimistic? Does it have lightness and bounce?
Leans too heavily on the feature, and not why someone would care.
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?
This might be neighborly, but it’s also negative. Remember to weave smart and spirited through everything, too.
Smart comes out in the content: is it helpful and informative? Do we sound like an expert?
Sounds robotic. This isn’t how people really talk.
Remember that we’re the experts who can guide our customers to an appropriate product, and that we have their best interests at heart.
Doesn’t give the reader confidence in our knowledge, or tell them that we care about their satisfaction.
Unsure about grammar or usage? We use AP style for all Fiber communications.