Guidance

Tone of Voice

Writing guidance for Enterprise Wireless

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.

Keep it simple

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

Focus on the reader

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

Leave room for the reader

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

Stay consistent

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

In practice

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.”

Why it works

✔ It’s simpler.

✔ It’s relatable.

✔ It’s easier to picture.

Voice and tone for enterprise vs. CSP

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.

Dimension	Enterprise	Ericsson/CSP
Tone	Helpful, fast, grounded	Inspirational, strategic, technical
Voice	Agile, outcome-based	Authoritative, network-centric
Messaging	Business problems and IT solutions	Telco transformation and infrastructure
Content style	Case studies, solution briefs, ROI	White papers, industry standards, research reports

Helpful writing resources

Core messaging	Copy, language & writing
About us descriptions Creating Case Studies Creating copy FAQ Event messaging	Writing style guide Word usage guide Glossary Technical dictionary