Microsoft’s tone of voice
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
What is Microsoft’s tone of voice?
Microsoft’s tone of voice is formal, serious, respectful and matter-of-fact. These qualities allow Microsoft to convey expertise and professionalism across their communications, which aligns with their brand identity as an established technology leader.
They balance this with approachability and do show enthusiasm for their innovative products and vision, which helps connect with their audience. But overall, the tone leans more formal than casual.
Microsoft’s tone of voice matches the Composed Analyst (FSRM), which is:
Formal (rather than casual)
Serious (rather than funny)
Respectful (rather than irreverent)
Matter-of-fact (rather than enthusiastic)
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How does Microsoft describe its tone of voice?
Microsoft's brand style guide is publicly available to view here.
It describes Microsoft’s tone of voice as:
Crisp and clear
Ready to lend a hand
Warm and relaxed
Our analysis shows that, in practice, Microsoft’s communications often tend to be more formal than casual.
Microsoft’s tone of voice in practice
We examined https://www.microsoft.com/en-gb on 13/07/2023.
Microsoft's tone of voice on its homepage is friendly, approachable, informative and confident. The copy is written in a way that makes Microsoft seem like a helpful and approachable company, and it appeals to people who are looking for technology solutions that can help them achieve their goals.
Here are some specific examples of Microsoft's tone of voice on their homepage:
"Surface Pro 9 gives you the tablet flexibility you want and the laptop performance and battery life you need to move through your day.”
“Power your dreams. Introducing Xbox Series S in Carbon Black, now with a 1 TB SSD. Experience next-gen speed and performance.”
“Windows 11 for business. Designed for hybrid work. Powerful for employees. Consistent for IT. Secure for all.”
The tone of voice on Microsoft's homepage is consistent with Microsoft's overall brand voice, which is known for being friendly, helpful and authoritative. This tone of voice helps Microsoft to connect with its target audience of people who are looking for technology solutions that can help them achieve their goals.
The evolution of Microsoft’s tone of voice
Microsoft, the tech titan that needs no introduction, has a brand story as dynamic and impressive as the products it creates. From the era of DOS to Windows and now, the age of the cloud, Microsoft's journey is a saga of innovation, adaptability, and transformation. Equally fascinating is the evolution of its tone of voice, which has mirrored the brand's journey and its profound impact on the tech industry.
The dawn of a computing giant
In the mid-1970s, Bill Gates and Paul Allen formed Microsoft with a vision to put "a computer on every desk and in every home". Their mission was groundbreaking at a time when personal computers were still a novelty. In its early years, Microsoft's tone of voice mirrored this pioneering spirit.
Their messaging was technical, precise, and directed towards the tech-savvy early adopters. Microsoft emerged as a confident problem-solver, promising to democratise the world of computing. This tone of authority, combined with approachability, positioned Microsoft as a trusted leader in an evolving industry.
The Windows era
With the launch of the Windows operating system in the mid-1980s, Microsoft began to pivot towards a more consumer-focused brand. Microsoft's tone of voice underwent a significant shift, becoming more relatable and user-friendly.
The messaging was now about empowering everyday users and making technology accessible and intuitive. The tone was aspirational yet approachable, fostering a sense of familiarity and comfort. This shift in tone resonated with a broader audience and helped establish Windows as a household name.
The turn of the millennium
Entering the new millennium, Microsoft expanded its portfolio beyond operating systems, stepping into gaming with Xbox, enterprise solutions with Office 365, and hardware with Surface. This diversification was mirrored in the evolution of its tone of voice.
The brand's tone became dynamic, innovative, and expansive. The messaging communicated a vision of technology that enhances productivity, gaming experiences, and creative endeavours. It was a tone of voice that promised more - more possibilities, more experiences, more empowerment.
Embracing the cloud
The promotion of Satya Nadella to CEO in 2014 marked a new phase in Microsoft's journey and its tone of voice. With a focus on the cloud and technologies such as AI, Microsoft pivoted from being a purely product-centric company to a solutions and services provider.
Microsoft's tone of voice became that of a transformative guide, promising to navigate businesses and individuals through the digital age. The messaging was about harnessing the power of the cloud and AI to innovate, optimise and grow. The tone was visionary, empathetic and inclusive, reflecting a brand that was transforming itself and its customers in a rapidly evolving tech landscape.
Companies with a similar tone of voice
Microsoft’s communication style is most similar to the Composed Analyst (FSRM). Companies with a similar tone of voice include:
IBM
KPMG
McKinsey & Company
Procter & Gamble
SAP
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.
A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.
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