Tone of Voice | Brand Pillars
Like the brand identity, the tone of voice in content, video, or conversation should be based on our brand pillars.
Tone of Voice | Personality Scales
As a broad guideline, all written communication should adhere to these personality scales.
Use judgment to adjust tone of voice within a few points of these guidelines as needed. For example: on social media, a slightly more casual tone is probably appropriate, where legal or support documents should be a bit more formal.
Specific tone of voice scales have been identified and are available in the audience segment guide.
How to Say It | Endorsement and Tagline
Micron Brand Endorsement
Crucial is a brand of Micron, one of the largest memory manufacturers in the world, and this is a distinction we want to convey to our customers in every piece of collateral. Whenever a customer reads about Crucial, it should be clear that we are a brand of Micron.
How To Use Our Tagline in Messaging
The Crucial tagline can be used as part of a sentence. In this case, it shouldn’t be capitalized or have a trademark at the end.
How to Say It | Crucial Compatibility
In order to say a Crucial product is guaranteed compatible, both of the following conditions must be mentioned in copy:
Micron Brand Endorsement
- The customer must use one of our compatibility tools (Crucial System Scanner or Crucial Advisor™ tool) to identify and select a compatible upgrade.
- The upgrade must be purchased on crucial.com or an official region-specific Crucial website (ex. crucial.fr).
When conditions (1) and (2) are met, the upgrade becomes guaranteed compatible and is backed by our 45-day money-back guarantee.
How to Say It | Preferred Style and Wording
Names | Product Lines
Product line names help identify a group of products. They should not be confused or treated like a brand name.
Visual wordmarks are not available for download because of their restricted use. You should not attempt to recreate these. Contact the brand team if you feel you have a legitimate use.
In the first use of a product line name, the brand names should always precede it. Subsequent uses can be mentioned without the brand name included.
Some product line names have a visual wordmark used on the product to help give that product an identity. Product line wordmarks should only be used on the product or packaging itself.
The brand logo must also appear on the product and packaging and should never be used instead of the brand logo.
In copy, the first instance of the product name should always include the brand.
Crucial Ballistix gaming memory...
Names | Storage Products
In general, we prefer to use shorter, less technical names in copy and headlines, but technically-oriented documentation requires the exact specs to be included. It’s helpful to list them in a consistent way.