Guidance

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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: Don’t write like this:
“Teach networks to tell the difference between a board meeting and a boxset.” → 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
Last Update
September 8th, 2025

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