Verbal Expression
Lorem Ipsum
Brand Story
Fiber connectivity is the lifeblood of any business.
When everything is running smoothly, it is a distant thought. But when it goes down, work comes to a screeching halt.
As specialists in business connectivity, we’ve built a greenfield, business-only fiber network that adapts to the evolving needs of businesses. Reliability extends beyond our network with proactive customer support from real people.
Don’t rely on commodity providers with patchwork networks and delayed response times. Upgrade to Everstream and work at the speed of fiber.
Our Voice and Tone
Let’s bring the Everstream brand to life with defining characteristics of the brand’s voice and tone.
Forthright
We are
Guided by our DWYSYWD principle, we write content that is consistent, straightforward and accessible to every customer. By being true in our messaging, we communicate with authenticity and transparency to demonstrate how dependability goes beyond network connectivity.
Example
Reliability Isn’t What We Say, It’s What We Do
At Everstream, reliability extends beyond our connectivity solutions with 24/7 support from local engineers.
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Formulaic
We are not
We’re steadfast in our messaging without sounding like a broken record. We avoid excessive repetition and standardization by reinventing Everstream’s key messages, not regurgitating them.
Example
The Most Reliable Fiber Network
Get connected with Everstream, the most reliable fiber network provider for businesses.
Earnest
We Are
At Everstream, we maintain a culture of excellence and ensure every stakeholder feels supported. By writing with enthusiasm and warmth, we unify our internal culture with our external messaging and offer proactive problem solving that underscores our human identity.
Example
Count on the Experts to Help You Stay Ahead
At Everstream, we plan for the unexpected, so your business can stay connected when it matters most.
Casual
We are not
While we write with an amiable tone of voice, our messaging should always remain professional. We speak directly to the businesses we serve and steer clear of colloquialisms and slang in our content.
Example
Don’t Let Your Network Stop You From Being a Girlboss
Get connected with Everstream, where uninterrupted business connectivity hits different.
Purposeful
We are
We raise the bar for business connectivity by building future-forward fiber infrastructure that evolves alongside our customers. Our messaging reflects our persistence to innovate and push the possibilities of fiber networks in the B2B space.
Example
Fiber That Flexes With Your Needs
No-charge bandwidth bursting for when your business needs an extra boost.
Commercial
We are not
Our content speaks directly to business customers without the use of corporate jargon. We avoid overly technical terms and remember that our business customers are real people, too.
Example
Boosting Bandwidth for Your Business
With no-charge bandwidth bursting, Everstream powers your business with adaptable functionality, and solution and service flexibility.
Our Voice and Tone Spectrum
While our brand voice remains constant, there is a spectrum of tones within that voice that you can use to suit a particular marketing asset. Depending on the channel and what you want your audience to do after reading, you can choose the tone that best matches your intent. For additional examples follow this link.
mild
Spicy
Academic
Example
Headline: Investing Now for Your Future Success
Subheadline: Everstream has invested over $1 billion in fiber infrastructure. Learn more about what that means for your business.
Why
Educational content including white papers and reports should have a professional tone that showcases credibility with specific, research-backed proof points.
Expert
Example
Headline: Simple. Straightforward. Streamlined.
Subheadline: At Everstream, we focus our offerings on what we’re good at, so you can do the same.
Why
In all website and marketing communications, use a direct and authoritative tone that reflects the brand’s unique brand personality traits as a flexible and predictable partner.
Relaxed
Example
Headline: More Than Just Internet
Subheadline: Get connected with the fiber network, purpose-built to meet the needs of businesses.
Why
Organic and paid social media advertising should be fun and conversational. As the most informal of all channels, don’t hesitate to play into the brand’s human identity.
Playful
Example
Remember that we are a part of something greater than any one of us.
Why
Internal communication should be relatable and culture-building. Use this language as an opportunity to maintain morale across teams and promote collaboration.
AP Styles
Everstream follows the Associated Press (AP) Stylebook as our third-party source of style authority. These additional rules should serve as guideposts when crafting copy for all stories, graphics and branded assets.
Example
Headlines
Rule
Title case headlines, meaning capitalize the first letter of all major words. Sentence case all other subheadlines, meaning only capitalize the first word.
Example
Headline: Fiber for Your Future
Subheadline: Business-focused fiber that scales to your organization’s changing requirements.
Numerals
Rule
Spell out one through nine; use numerals for 10 and above.
Example
Tap into expert support in just one call. Our network delivers speeds up to 100 Gbps.
Percentages
Rule
Use a numeral and percent symbol, unless the percentage starts a sentence.
Example
Our network footprint grew by 80% in 2021.
Ninety-eight percent of support calls are answered within 60 seconds.
Serial comma
Rule
Do not use the serial/Oxford comma. This aligns with the AP Style Guide.
Example
Through careful documentation, 24/7 monitoring, intelligent automation and proactive maintenance, Everstream is uniquely equipped to deliver unrivaled customer support.
And vs ampersand
Rule
Use “and” rather than “&” in headlines and in body copy, unless it’s part of a proper name, like “Procter & Gamble.”
Example
Our team goes above and beyond because a dependable connection is the lifeblood of your organization.
Superlatives
Rule
Do not use superlatives or absolutes in writing if they are not recognized claims.
Example
Everstream is the most advanced fiber network available to businesses.
Acronyms
Rule
The first time an industry-accepted acronym is used, spell out the full term with the acronym in parentheses. Then use only the acronym moving forward.
Example
Everstream’s Dedicated Internet Access (DIA) delivers a private fiber-based internet solution. By implementing a DIA connection, you'll remain connected while drastically reducing the risk of outages.
Em-dash (—)
Rule
Use the em-dash to separate ideas (as you would a parenthetical). Use spaces around your em dash.
Example
We raise the bar for business connectivity – now and into the future.
Inclusive Language
As in all areas of our company, Everstream writes with every reader in mind, using inclusive language. That means zero words, phrases or tones that reflect prejudiced, stereotyped or discriminatory views of particular people.
In practice this seems simple,
but unconscious prejudice isn’t always obvious, especially given our varied backgrounds, cultures and family experiences. Keep these generic questions in mind while writing. Then, review all writing through a lens of sensitivity and inclusivity. If a word or phrase gives you pause, there’s probably a better way to say it.
- Is the inclusion of personal characteristics such as gender, religion, racial group, disability or age truly necessary to tell your story? If not, leave them out.
- Are references to group characteristics couched in inclusive terms?
- Do references to people reflect the diversity of that audience?
- Is your use of jargon and acronyms excluding people who may not have specialized knowledge of a particular subject?
Writing Principles
While Everstream's brand voice remains constant, the tone of voice should shift based on context or audience.
Provide information
Do
Include a business case for the reader with targeted statistics or pull quotes.
Subheadline: Discover why 32% of Everstream customers report never needing to call support, compared to 7% with AT&T.
Do not
Make generalized claims without research-backed statistics to support the copy.
Subheadline: Discover why Everstream customer support surpasses its competitors.
Drive engagement
Do
Include a specific value proposition to motivate your target audience to work with you.
Headline: Raising the Bar for Business Connectivity
Subheadline: Join the most advanced fiber network, purpose-built to meet the evolving needs of businesses.
Do not
Rely too heavily on cliches or wordplay that may sound on brand, but do not speak to a specific benefit to the reader.
Headline: The Best for Your Business
Subheadline: Upgrade your network connectivity with Everstream, the most advanced fiber network provider for businesses.
Grab attention
Do
Drive brand awareness with copy concepts that reflect the personal connection you cultivate with your target audience.
Headline: Work at the Speed of Fiber
Subheadline: With consistent speeds up to 100 Gbps, Everstream is the reliable fiber network provider for businesses.
Do not
Rely on general jargon or aspirational copy that lacks substance.
Headline: Full Speed Ahead
Subheadline: Get connected with Everstream, the fastest fiber network.
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