Comparing brand voices

Based on each brand’s voice guidelines, below you’ll find some different interactions that occur on a digital journey, with examples of how each brand might address them.

These examples aren’t meant to be definitive or cast in stone. They’re an illustration to help you get each brand’s voice ‘in your ear’.

When a user completes an order

These examples cover the first message the user will see once they’ve completed a purchase journey.

When a user goes to log in

These examples cover the header message that introduces a login screen or form to the user.

When a user is looking for help

These examples cover the header message that introduces the help pages to the user.

When the user searches for something that the website can't find

These are situations where a user has tried to search for something on a website, and the website is unable to return anything that matches their search term.

When you want to update a user about a delivery

There are situations where you need to update a user about a delivery, usually by text or a push notification in an app.

When you want to ask a user for feedback

There are situations where you might want to ask for feedback from the user, usually at the end of an experience.

When you want to say hello with a chatbot

There are situations where users will be using a live chat service in order to talk to customer service teams. It’s important to make sure the way each brand says hello is friendly and true to that brand.

When you want to verify a user’s email address

There are situations where we need to ask a user to do something in order to progress through an experience, like verifying an email address when signing up.

Brand voice guidelines

To further understand why our brands sound the way they do in these examples, we’ve also created voice guidelines for each of our brands, with an emphasis on digital interactions.

Was this page helpful?