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Atlas Copco
Brand identity manual
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Tone of voice
Just as people have their own communication style, so do brands. The tone of voice sets the style by determining how we say things in writing and in speech.
We use true stories that are emotional and engaging from all over the world to explain who we are and how we add value as a powerful way to convey our messages.
Our tone of voice reflects our brand personality, “the competent visionary.” We primarily use the first person “we” when talking about Atlas Copco, not the third person “it.” The language should be simple so that our communication is easy to understand for all stakeholders.
We want to come across as warm and personal, never arrogant. We strive to keep our tone fun/interesting and entertaining. We avoid using technical terms and industry jargon when it is not absolutely necessary. We aim to be to the point and direct but still easy-going and humble.
Characteristics of our tone of voice
(Note that some scales do not mark opposites but perspectives that can be applied simultaneously)
