Our voice is the way we express our brand identity through the written and spoken
word. It's what we say and how we say it. It should reflect who we are as a company. It
should make clear our values and our personality. And it should deliver on our brand
promise of inspiration through communication.
The style and tone of voice in our written and spoken communications should be
approachable, direct, clear, personable and conversational.
Writing Guidelines
The words we use and the way we use them help reinforce our brand as well as our
credibility. In every Nortel communication, it's critical that we pay careful attention to
what we say and how we say it. No matter how compelling and appealing the imagery
may be, if the words don't engage the reader, the message will not be effective.
What We Say
Long discourses and unsupported claims do not speak to the needs of customers.
Customers want real facts and real business benefits. Find the customer's need and
tell how the Nortel product, service or solution meets that need.
How We Say It
Be straightforward. Use language that is direct, conversational and clear. Organize
your thoughts, so the ideas are presented in a logical order and the reader can easily
see the main points. Avoid jargon and acronyms as much as possible.
How We Use Our Name
In text, Nortel should always appear without embellishment. Do not italicize or set in
all caps. Nortel may be used in the possessive form. For example, it is acceptable to
write, "Nortel's solutions feature ..."
Guidelines
Most readers skim rather than read every word. So make it easy for people to pick out
the main ideas: Use keywords, subheads, summaries, bullets and images.
- Write for skimmers.
- Include concrete, measured results.
- Avoid jargon and acronyms.
- Use contractions like "it's" and "don't" for a conversational tone.
- Address the reader as "you."
- Write short, clear sentences, and use active verbs.
- Keep paragraphs short, which helps readers scan your copy.
- Following the AP Stylebook, do not use a comma before the last conjunction in a
series (e.g., Our themeline is instructional, directional and inspirational).
