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Brand voice

Speaking with impact

Why a brand voice? Every individual speaks in a unique way – from wordBrand voice and writing guide choice to rhythm to how he or she structures sentences. Similarly, the most effective brands communicate in their own individual way.

Following these brand voice guidelines consistently will help create a strong, powerful brand voice.

If questions arise about the TI brand and brand voice, contact the TI brand manager for clarification and guidance.

The TI Brand voice

Speaking and writing in a way that makes TI customers feel as if all the communications they receive are, regardless of medium, coming from a cohesive group because key company messages and TI tone, trademarks and grammar are consistently and correctly applied.

The TI brand voice:

  • Focuses on customer values and benefits
  • Builds consistency
  • Captures “who we are”
  • Creates familiarity

Speaking with impact
Why a brand voice? Every individual speaks in a unique way — from word choice to rhythm to how he or she structures sentences. Similarly, the most effective brands communicate in their own individual brand voice. Following these brand voice guidelines consistently will help create a strong, powerful brand voice. If questions arise about the TI brand and brand voice, contact the TI brand manager for clarification and guidance.

Why it’s important
Our customers constantly come in contact with things we have written. And all written communications represent a valuable opportunity to assist customers in forming a positive opinion of our company and a good understanding of the value that we bring to them.

Maintain the brand voice
All deliverables are important and should seek to impact customers by demonstrating our inventive, vital, passionate and connected nature.

Inventive
TI avoids clichés and overused phrases. The brand voice speaks clearly and directly, letting the ideas and customers’ possibilities shine through by proving impact, rather than by bragging.

Vital
TI possesses energy backed by intelligence. Every TI communication should include a functional, tangible reason to substantiate its claims. TI uses adjectives without hyperbole and proves claims with tangible reasons to believe. Respecting the reader's intelligence helps TI build stronger relationships.

Passionate
TI speaks actively and confidently. Whenever possible, TI communications use present tense and active verbs — giving audiences a sense of the strength and force of the TI brand. The brand voice relies on verbs that are especially aspirational, indicating that TI is striving, trying, building and working toward something greater than what it has already achieved.

Connected
TI doesn’t stop at the functional benefits or even the direct customer benefits. Although those are included, every communications piece relies on the greater benefit TI helps make possible. All TI communications support one another and build the TI story without contradiction.