Voice and tone

Our voice draws people in through engaging conversation and simple, human language

What is voice?

Used in harmony with our look and feel, we use our voice to express our brand personality through the way we speak and write. It’s constant, no matter who we’re talking to or what we’re talking about. However, we adjust our tone appropriately depending on the situation, medium, and audience.

Our voice

Our voice should help people and organizations imagine what it’s like to power a better way to work. Every communication should feel empathetic and personal, like a conversation between real people about real needs.

All spoken and written communications should embody our five key attributes:

  • Insightful
  • Optimistic
  • Supportive
  • Human
  • Clear

Insightful

HOW TO SOUND INSIGHTFUL

Always:

  • Tell people something new or offer a fresh take on familiar ideas.
  • Share the Citrix perspective.
  • Use statistics or cite research from trusted and reputable sources, when applicable.

Never:

  • Reiterate what people already know, talk down to them, or make claims we can’t back up.

Instead of saying:
“Employees today expect intuitive, easy-to-use tools at work.”

Be more unexpected:
“A new study by Quartz and Citrix discovered that the right technology can fuel employee innovation and creativity.”

 

Optimistic

HOW TO SOUND OPTIMISTIC

Always:

  • Lead with the positive. Spend more time on the solution, not the problem.
  • Check your tone for doom and gloom.

Never:

  • Harp on problems or take a negative tone. It’s more effective and inspiring to encourage new ways of doing business than emphasizing what’s wrong.

Instead of saying:
“A bad employee experience can ruin engagement.”

Be more uplifting:
“A great employee experience makes for a happier, more engaged workforce.”

 

Supportive

HOW TO SOUND SUPPORTIVE

Always:

  • Put the reader first, acknowledging their needs and offering solutions to solve their problems.
  • Focus on what the reader is trying to accomplish.
  • Lead with solutions, not products.

Never:

  • Make Citrix the hero. It’s not about us. Show how we help our customers, partners, and prospects achieve their goals. Avoid bragging and sounding salesy.

Instead of saying:
“The most complete and effective virtualization solution for 3D graphics apps comes from Citrix, the longtime leader in virtual apps and mobile workstyles.”

Be more helpful:
“No matter how intensive your 3D graphics apps are, we can help you deliver optimal performance, even over challenging low-bandwidth, latency networks.”

 

Human

HOW TO SOUND HUMAN

Always:

  • Write like you’re having a conversation, using everyday language—the kind people can understand the first time they read it.
  • Use words like you, your, we, our.
  • Create a natural rhythm and flow by balancing longer and shorter sentences.

Never:

  • Use jargon, buzzwords, or insider terms, or speak indirectly to your reader (in third person).

Instead of saying:
“Organizations are looking for solutions to segregate the high-risk web traffic and execution of web code away from the internal trusted network.”

Be more real:
“By separating web traffic from your internal network, you can keep both your users and your most sensitive data safe.”

 

Clear

HOW TO SOUND CLEAR

Always:

  • Be direct and get to the point quickly. Approach copy with a less-is-more mindset—value quality over quantity and clarity over cleverness.
  • Avoid clichés.
  • Use the active voice.
  • Make it scannable. Keep paragraphs short and use subheads.

Never:

  • Use jargon, buzzwords, or insider terms.
  • Speak indirectly (in the third person) to your reader.
  • Bury the lede.

Instead of saying:
“Data is consolidated into a single dashboard providing end-to-end visibility and enabling capacity planning and proactive response to performance degradation.”

Be more direct:
“See all your data in a single dashboard to spot and resolve performance issues fast.”

 

Help

Click a question below to see the answer.

Where do I find Citrix brand messaging?

You can find our brand messaging here.

Does Citrix have a writing style guide?

Yes, you can find it here. If you still have a question, would like to request a new item in the A-Z list, or would like someone to review your copy, please send us a note in the messenger window (blue compact mark in the bottom right of the site).

Where do I go with a naming request?

The Brand Experience team has established a naming taxonomy for new and existing products, features, solutions, offerings, components, technologies, programs, and services. If you have a name request, please fill out the briefing webform.

Still have a question? Send us a message.