VTS-Guide-V5

1 ServiceNow Voice, Tone, & Style Guidelines
Voice and Tone Guidelines
04/08/2016

2 ServiceNow Voice, Tone, & Style Guidelines3
Content
Contents
How we Sound ------------------------------- 4
Voice vs. Tone--------------------------------- 6
Voice & Tone Personality-------------------- 7
Aligning Personality to Personas ----------- 13
Voice in Action-------------------------------20
Handy Writing Tips --------------------------26
Hero’s Inner Journey ----------------------- 31

A voice is what humanizes a brand.
Brands that stand for something have the best voices.
Brands that communicate successfully
are successful brands.

How we
soundreflects what we stand
for, who we are, and why
we matter.
Itistimetoshowtheworld
thestatusquo-smashing,
thought-provoking, wildly
ambitious company that
we are.

Why a Voice & Tone Guide?
This is your blueprint for bringing the ServiceNow brand to life
Use these guidelines to express the spirit of ServiceNow
across all communications—on screen, in print, and in
person. They will help you speak with the right voice, tone,
and language, and support you in communicating with
employees, partners, and customers. They will also take the
guesswork out of commonly used grammar, punctuation,
and other linguistic style elements.
This guide will give you the tools and confidence to create
content that sounds, feels, and acts like ServiceNow.
Read it, trust it, use it.

Voice vs. Tone
What is voice and tone?
VOICE
Refers to our brand personality. It is how we express ourselves
through our vocabulary, our style, our sentence construction,
our use of punctuation, and other linguistic cues. Our voice
is also defined by our point of view, the kinds of content we
choose to create, and the topics we comment upon.
Believe it or not, the terms voice and tone are not interchangeable
(though they are deeply interconnected). Put them together, and you
have a fully realized verbal personality.
Is how we adjust our voice according to personas and
circumstances. Though our voice will remain consistent, our tone
will change depending on our audience, their needs, and their
emotional state.
TONE
VS

Voice & Tone Personality
IN
ORDER
TO BE
IRREPLACEABLE,
ONE MUST
ALWAYS
BE DIFFERENT.
At ServiceNow, if we aren’t smashing the status quo, we’re not doing
our jobs. And it is absolutely imperative for us to speak like the
groundbreaking, trend-setting, freethinking company we are.
Our voice is:
1
Passionate,
but never pretentious
~Coco Chanel
2Simple,
but never boring
3Driven,
but not obnoxious
4Helpful,
but not overbearing
5
Irreverent,
but sophisticated

We are a company founded on passion—passion for reinventing work and
passion for perfecting a game-changing product. Our voice should capture
the spirit of our convictions. Remember to keep the energy positive and
radiating outwards; don’t let it become self-centered or self-serving.
Rules to live by:
• Use energetic language—if we don’t sound inspired, we can’t expect to
inspire others
• When in doubt, use the more interesting way of expressing an idea
• Choose intriguing verbs and avoid the word “very”—for example, our
partners are not “very successful,” they’re “thriving”
• Avoid the smugness of Oracle and the pompousness of Salesforce
• A well-deserved exclamation point has its place
PASSIONATE IS:
• Bold
• Spirited
• Authentic
• Expressive
PASSIONATE IS NOT:
• Shouty
• Arrogant
• Pretentious
• Self-Obsessed
Passionate,

2
Less is truly more. Less jargon, more human. Fewer words, more meaning.
Cut to the chase to deliver critical information clearly and concisely. But
note that simplicity doesn’t mean boring. Don’t take the easy route—ask
yourself, is there a more interesting way to communicate this idea? Find a
way to be heard above the noise.
Rules to live by:
• Use bold, concise statements free of buzzwords and marketing-speak
• Be both informative and engaging—always
• Writer shorter—avoid long-winded over-explanations
• Provide the right amount of information at the right time
• Show, don’t tell—use success stories and examples to convey your
message
SIMPLE IS:
• Specific
• Succinct
• Meaningful
• Uncomplicated
SIMPLE IS NOT:
•
• Blunt
• Bland
• Condescending
• Dumbed-down
Simple,
but never boring

Weasel words are
used to make a claim
seem meaningful
while remaining vague.
For example: “It is
often said that most
weasels are fans of
Barry Manilow.” Prime
offenders: Most,
often, probably, some.
Passive voice is when
the noun appears
as the subject of the
sentence. It weakens
the message. Active
example: The weasels
wore wigs. Passive
example: Wigs were
being worn by the
weasels.
3
We are legacy killers, smashers of the status quo—and our language should
reflect our high-octane ambitions. We are aggressive and competitive,
without being annoying or brash. Use active language and dynamic verbs;
keep the pace of your writing brisk and your sentence structure tight.
Rules to live by:
• Avoid the passive voice like the plague
• Write with straightforward power
• Eliminate “weasel words” that dilute your credibility, but be sure you
can back up your claims
• Never sell…even when you’re selling
DRIVEN IS:
• Decisive
• Straightforward
• Compelling
• Determined
DRIVEN IS NOT:
•
• Cocky
• Boastful
• Dishonest
• Pushy
Driven,
but not obnoxious

4
Customers trust us to keep them up and running. We are the backbone
of their business; their ally; the “workhorse” company, unafraid to get our
hands dirty.
Honor this exceptionally close connection by speaking in a way that is
helpful, human, and straightforward. And above all—always, always, always
write with our customers in mind.
Rules to live by:
• Avoid beginning sentences with “we”—put your audience first instead
• Use pronouns to create a closer relationship between the writer (“I”),
ServiceNow (“we”), and the reader (“you”)
• Speak plainly, especially when addressing an international audience
• Give the audience what they want, when they want it—get to the point if
they’re in a hurry and be a bit more fun when writing for engagement.
HELPFUL IS:
• Clear
• Thoughtful
• Responsive
• Sincere
HELPFUL IS NOT:
• Careless
• Intrusive
• Patronizing
• Fawning
Helpful,
but not overbearing

5
We are driven. We are passionate. But let’s not take ourselves too seriously.
A little humor can go a long way. Be provocative (as in thought-provoking)
when expressing big ideas and witty when the situation calls for a wink and a
smile.
• Speak to your audience in a voice they will recognize
• Have fun, but not at the expense of being clear
• Cheap jokes and adolescent humor are not welcome
• Look for powerful metaphors to convey your message
IRREVERENT IS:
• Smart
• Cheeky
• Uncommon
• Perceptive
IRREVERENT IS NOT:
• Rude
• Quirky
• Crass
• Disrespectful
Irreverent,
but sophisticated

Aligning
Personality
to Personas
We all have distinct
personalities that
shift according to our
circumstance and the people
around us. It’s the same thing
with brands.
Here’s how to prioritize our
personality traits according
to the personalities of each
ServiceNow persona.

Developers are a creative bunch,
and we can have some fun
when we communicate with
them. Punch up the “irreverent”
and tone down the “driven,” as
anything inauthentic or salesy will
turn this audience off. If this is a
technical conversation, keep things
straightforward and to the point.
Inspirations:
ThinkGeek, Comic Con
Developer, Programmer, Software EngineerDeveloper
Simple HelpfulIrreverent

Admins are busy—constantly re-
sponding to day-to-day challenges
while balancing the needs of the
business. And they also get blamed
when stuff goes wrong. So rec-
ognize their situation by being as
helpful as possible. And when the
time is right, a little humor goes a
long way.
Admin Sys Admin, IT Operations Team, NOC/Infrastructure Manager
Inspirations:
BoingBoing, Google
SimpleHelpful Irreverent

Architects operate on a senior
level, making them both budget
conscious and forward thinking.
Make it simple for them to
communicate within their
organization what they do and
why it’s important. And put
some pepper on your language
with them—it’s okay to show
enthusiasm about how service
management can help make
everyone’s workday easier.
Architect Architect, Office of the CTO, Risk / Governance
Inspirations:
New Relic, FireEye, GE
PassionateSimple Driven

Process owners are the bridge
between IT and end users, tasked
with understanding the needs and
meeting the demands of both.
Help them navigate this process
by giving them what they need and
getting out of the way.
Process Owner Business Analyst, Business Relationship Manager, Process Manager,
Service Delivery Manager, Audit Team
Inspirations:
VMWare, Atlassian, Qualcomm
Simple DrivenHelpful

Process users are our most
important internal champions—
they use ServiceNow for much
of their jobs and depend on us
every day. Keep them happy with
helpful content and messaging,
and strengthen our relationship
with them through language that is
passionate and delightful.
Process User Support Analyst, HRIS Specialist, Project Manager, Risk Analyst, Asset
Manager, Help Desk Staff, IT Specialist, Facilities
Inspirations:
Slack, Hubspot, MailChimp
PassionateHelpful Irreverent

Leader C-Level, SVP, VP, Senior Directors
IT leaders are laser-focused on
business outcomes, tackling
serious business issues while
keeping the IT needs of their
organization on track. They
do not have time for granular
product details or marketing
double-speak—write with the
straightforward power of a
company that knows who it is and
what it can deliver.
Inspirations:
Apple, Tesla
PassionateSimpleDriven

Voice In
Action

Voice in Action Examples
NOT OUR STYLE
WHY HR MUST EMBRACE SERVICE
MANAGEMENT TO SURVIVE
Without service management, your time is wasted on
menial tasks and your people will never reach their
full potential.
OUR STYLE
Spend time on people,
not processes
Simplify your HR deliver
and focus on what you
love most—helping great
employees build an even
greater business.
Passionate,
Aspirational but achievable
Paints a positive picture of success
Focuses on ideal outcome
Crosses the line from passionate to hyperbolic
Focuses on the negative
Lacks a positive ideal outcome

Are you ready to change the way work gets done in the
enterprise?
We are excited to announce our newest release! This will change the
way users engage with ServiceNow. Get the fast facts or join one of the
3 webinars featured below. Whether you’re looking for details on the
new features, want the executive business perspective or want to see
what’s new in ServiceNow Express, choose the event that’s right for you
Ready…Set…Release!
Get set for Geneva—our latest release full of powerful
products and features. Read our press release or skim
these fast facts to find out more on what’s in store.
Simple,
but never boring
NOT OUR STYLEOUR STYLE
Clean and concise
Actively speaks to the reader
A metaphorical twist on familiar language piques interest
Too long and Too many links
Avoid using questions as headlines
Avoid starting opening sentences with “we”
Last line is clunky in construction and content
“3”shouldbe“three”(numbersunder10shouldbewrittenout)

Driven,
but not obnoxious
NOT OUR STYLE
Smart IT business leaders know that now is the time to
transform their enterprise through the power of service
management. And the smartest recognize that ServiceNow
is the best solution to get them where they need to go. We
are the undisputed industry leader in enterprise service
management, and we are determined to deliver the power of
service to every corner of the enterprise.
OUR STYLE
IT business leaders ready to transform their
enterprise recognize the power of service
management. And more and more leaders
from all industries are turning to ServiceNow to
automate, innovate, and reinvent the way they
work. In fact, two-thirds of the world’s largest
banks are now ServiceNow customers.
Shifts the attention from us to the audience
Uses metrics to bolster credibility
Smart vs. not smart feels condescending
Self-centered—crossesthelinefromconfidenttoobnoxious
Too much telling, not enough showing

Helpful,
but not overbearing
NOT OUR STYLE
Thank you so much for joining us at NowForum Sydney! We
hope you had a great time! Hopefully you found our content
about structuring everything as a service helpful and relevant to
your business situation.
To find more information about how ServiceNow can help
you transform your enterprise, be sure to visit our Service
Matters blog. For recordings of all the workshops that were
presented, click here. And for a list of upcoming events, visit our
Upcoming Events page! If you enjoyed NowForum, we hope
you’ll come back for more and bring anyone you know who is
interested in the power of service management!
OUR STYLE
ThankyouforjoiningusatNowForumSydney.
Your time is valuable, and we’re so glad
you chose to spend the day learning
and networking with the ServiceNow
community.
If you missed a session or want to revisit
a presentation, check out this page with
recordings of all the day’s workshops. And
if you’re interested in joining us for another
local event, just get in touch and we will let
you know when we’re back in your area.
Friendly, but not over the top
Helpful information, but not too much
Simple and genuine
Overly enthusiastic
Too much, too soon
Generally mundane
Try to avoid “click here” as link text

NOT OUR STYLE OUR STYLE
Irreverent,
but sophisticated
NOT OUR STYLE
CreatorCon Keynote Event
We are happy to announce that Pat Casey, ServiceNow’s
Platform Business Unit Leader, will be presenting this year’s
keynote address. Join us to learn more about upcoming
developments on the Platform, including features and products
such as improved visibility into real-time data and edge
encryption for heightened security, and for a look at where we
believe the industry is going.
OUR STYLE
This ain’t your grandma’s
keynote
ServiceNow Platform
Business Unit Leader Pat
Casey will deliver a visionary
keynote that is by, for, and
about developers—giving
you an exciting glimpse into
what’s next for the Platform
and the industry.
Eye-catching headline immediately sparks interest
Written with developer audience in mind
Gives the right amount of info without drowning in detail
Bland language
Voice not tailored to developer audience
Extraneous product detail is an energy killer
Use of “believe” as a weasel word dilutes confidence

Handy
Writing
Tips

A cliché is a term or expression so overused that it has become meaningless.
Business clichés are comfortable because they are common and ambiguous
and won’t rock the boat. But they do not have impact. They will not make an
impression. And they will not help you punch through the noise.
The technology industry is awash in business buzzwords best to avoid if at
all possible.
Here are a few examples:
Forward-thinking
Cutting-, leading-, bleeding-edge
Actionable
Innovative
Disruptive
Data-driven
Optimize
Best-of-breed
Add value
Integrated services
Uplevel
Robust
Kill your (Business) Clichés

Find Your Metaphors
A metaphor is a figure of speech that makes an implicit connection between
two unrelated things. They make the complex simple and the mundane
extraordinary. Humans communicate through metaphors.
By creating your own interesting metaphors to communicate our unique
products and position, you will make your message more personal, playful,
and persuasive.
Metaphor in action:
You wouldn’t find an Olympian wearing poorly fitting, worn out
running shoes in their big race. It’s the same thing for ITSM—
you can’t take first place if your tools don’t match your talent.

Use Your Words
Metaphors work because humans react more readily towards the emotional
than the rational—this is why vivid comparisons will always make a more
indelible impression than rote explanation.
Use imagery that evokes emotion and inspires action.
Paint a picture that communicates a fresh take on a
familiar topic.

Everything
is a story
An interesting story is
1000%more effective than a list
of benefits. And telling a
story with the customer
at the center is key. They
are the heroes—always.
We’re just here to help.
But first, we must
discover where the
hero—our customer—is
in their journey if we’re
going to speak to them
effectively.

A complete hero’s narrative arc
follows, almost without exception, a
pattern. From limited awareness to
ultimate mastery, the transformation
journey follows distinct phases:
• A Relatable and Likable Hero
who is Flawed
• A Current State that Needs
to Change
• An Ideal State to Achieve
• Roadblocks, Complications,
Conflict
• Transformation, Resolution
Our job is to help guide and instruct
the hero as they make their way
through the process. They are Luke.
We are Obi Wan or Yoda. And to
connect, we must understand where
they are and provide the right guidance
at the appropriate time.
The Hero’s
Inner Journey
Limited awareness of problem
Increased awareness of need for change
Last-minute dangers
Experimenting with new conditions
Resistance to change
Overcoming fear
Mastery
Committing to Change
Preparing for major change
New challenge and rededication
Big change with feeling of life and death
Accepting consequences of new life

The Hero’s Inner Journey
Think about your audience and decide how far along they are on their
path. Then pinpoint which of these stories you need to tell to meet
them where they are:
Plan the Journey
Help them move
from one place to
another place.
Acknowledge the risk
Help them move from one
place to another place.
Address the resistance
Break down the barriers
Make the reward worth it
Be clear and compelling for them, their
world and the larger scopeplace.

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