IBM Tone of Voice — Intelligent & Innovative

Tagline: "Think"

Industry: Technology

Sector: Technology

How IBM Communicates

IBM communicates with a intelligent, innovative, trustworthy and professional voice using intellectual language. Their sentences are primarily commands in the imperative tense. Their messaging is literal. Their tagline, "Think", captures this voice. The central tension in IBM's communication is legacy vs. innovation, which shapes every message they craft. Their mission is to be the catalyst that makes the world work better.

Tone Words

IBM's brand voice is defined by the following tone words: Intelligent, Innovative, Trustworthy, Professional.

Communication Style

Language Style: Intellectual
Sentence Type: Command
Tense: Imperative
Expression: Literal

IBM Brand Story

IBM is a global technology pioneer with over a century of innovation. From mainframes to AI, IBM has consistently pushed the boundaries of computing. Today, the company focuses on hybrid cloud, artificial intelligence through Watson, and quantum computing, helping businesses transform digitally while maintaining its reputation for reliability and trust.

Brand Message

Pioneering intelligent technology solutions for business transformation

Brand Mission

To be the catalyst that makes the world work better

Brand Positioning

Core Concept: Cognitive Computing

Central Tension: Legacy vs. Innovation

About IBM

International Business Machines Corporation, doing business as IBM (nicknamed Big Blue), is an American multinational technology company headquartered in Armonk, New York, and present in over 175 countries. It is a publicly traded company and one of the 30 companies in the Dow Jones Industrial Average. IBM is the largest industrial research organization in the world, with 19 research facilities across a dozen countries; for 29 consecutive years, from 1993 to 2021, it held the record for most annual U.S. patents generated by a business. IBM was founded in 1911 as the Computing-Tabulating-Recording Company (CTR), a holding company of manufacturers of record-keeping and measuring systems. It was renamed "International Business Machines" in 1924 and soon became the leading manufacturer of punch-card tabulating systems. During the 1960s and 1970s, the IBM mainframe, exemplified by the System/360 and its successors, was the world's dominant computing platform, with the company producing 80 percent of computers in the U.S. and 70 percent of computers worldwide. Embracing both business and scientific computing, System/360 was the first family of computers designed to cover a complete range...

Frequently Asked Questions About IBM

What is IBM's tone of voice?

IBM uses a intelligent, innovative, trustworthy tone of voice. Their communication is intellectual, typically using command-style sentences in the imperative tense. Their tagline "Think" exemplifies this voice.

How does IBM communicate with customers?

What is IBM's brand message?

IBM's core message: Pioneering intelligent technology solutions for business transformation Their mission: To be the catalyst that makes the world work better

What is IBM's slogan?

IBM's slogan is "Think". It carries their intelligent, innovative, trustworthy voice.

What is IBM's mission?

IBM's mission: To be the catalyst that makes the world work better

What makes IBM's brand voice unique?

IBM stands out through their intelligent, innovative, trustworthy communication style. Their central brand tension, "Legacy vs. Innovation", shapes how they communicate across the Technology sector.

What language style does IBM use?

IBM uses intellectual language, with literal messaging, in command-style sentences, using the imperative tense.