Core brand assets

Tone of voice

When creating copy, keep in mind that our writing style is part of how we show up as Ericsson. The goal is to make our language clear, human, and recognizable.

• Yes: Use everyday, natural language.
• No: Avoid jargon, buzzwords, or overly complex phrasing.
• No: Short sentences are stronger than long explanations.

• Yes: Speak to your audience’s world (their industry, challenges, and needs).
• Yes: Show empathy for their problems.
• No: Don’t write in generalities — make it specific and relatable.

• Yes: Hint at the benefit and let them imagine the impact.
• No: Don’t over-explain.
• No: Avoid “Imagine this…” — instead, paint a picture they can finish in their head.

• Yes: Think of every message as part of a bigger brand story.
• No: Avoid copy that feels disconnected or off-tone.

Do write like this:

“Teach networks to tell the difference between a board meeting and a boxset.”

Don't write like this:

“Imagine harvesting and structuring the data that helps us improve people’s lives all around the world.”

We follow Ericsson’s overall brand personality — human traits that help us sound authentic, recognizable, and emotionally resonant. However, our audiences and objectives differ from the CSP business, so our writing needs a slightly different emphasis.