General Tone of VoiceLess is more: be concise and clear.
Positivity and inclusivity are mandatory.
Always center on the people that make Walmart great.
Language should be relatable and pleasant.
General GrammarWhen referring to the campaign, write as This Is That Place.
Use oxford commas.
May use an exclamation mark in headlines on occasion.
Numerals below the number ‘10’ should be written out.
Avoid long sentences.
Avoid colons, semi-colons, and em dashes.
Tone of Voice Do's
The language used in This Is That Place should bring energy and inspiration to our teams. We have a specific tone that captures our fresh, always-Walmart spirit.
Our Tone is Always:
Confident (but not authoritative)We speak confidently because we are credible leaders and innovators. We are a place that takes pride in our associates. But we’re not brash, and we don’t tell people what to do. We’d rather help them find their own confidence than make rigid rules.
Genuine (but not casual)Our language sounds like it comes from real people, not from a corporate board room. Every associate should easily see themselves in our words. To foster respect among all who work with us, we won’t be overly chummy or unprofessional.
Upbeat (but not silly)The copy is energetic and we focus on the positive. Wherever we can, we show opportunity and motivate our associates to embrace it. Remember, our upbeat nature has a purpose, so it should never feel goofy or outlandish.
Tone of Voice Don'ts
Our Tone is Never:
ExclusiveWe are more than a workforce. We are a community. A community that values, supports, and champions every associate’s unique styles, experiences, ideas, and opinions. We want every associate to feel welcome, comfortable, and safe in bringing their whole selves to work.
ComplicatedIt shouldn’t take a translator to know what we’re saying. Simple language is best.
JuvenileOur modern optimism and upbeat energy should never feel childish. Avoid corny jokes and wordplay that may be seen as child-like, and avoid abbreviations or ‘text speak’ (LOL, BRB, etc).