Tone of voice
How our brand sounds is always important. This simple guide ensures you get the tonality right every time. Read it, use it, and keep it close.
Key Takeaways
Characters of our brand voice
Write in a Resolute, Brave, and Genuine voice by speaking plainly and decisively, avoiding hype and jargon.
Context
Adapt to context by shaping each message to the audience and channel, showing empathy, leading with the big-picture benefit, and selectively drawing on our heritage.
Style guide
Default to sentence case and American English with natural contractions, keeping language active and lean, and applying consistent mechanics like proper hyphenation, unit formatting and limited symbols.
Legal context
Use International Motors, LLC in legal copy. Spell out acronyms on first mention and follow trademark and capitalization guidance.
