Shell Tone of Voice — Global & Transitioning

Tagline: "Powering Progress"

Industry: Energy

Sector: Energy

How Shell Communicates

Shell communicates with a global, transitioning and reliable voice using corporate language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Powering Progress", captures this voice. The central tension in Shell's communication is fossil vs. renewable, which shapes every message they craft. Their mission is to power progress together with more and cleaner energy.

Tone Words

Shell's brand voice is defined by the following tone words: Global, Transitioning, Reliable.

Communication Style

  • Language Style: Corporate
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Figurative

Shell Brand Story

Shell is a global energy company transitioning toward net-zero emissions.

Brand Message

Transitioning to cleaner energy while meeting today's needs

Brand Mission

To power progress together with more and cleaner energy

Brand Positioning

Core Concept: Progress Power

Central Tension: Fossil vs. Renewable

Frequently Asked Questions About Shell

What is Shell's tone of voice?

Shell uses a global, transitioning, reliable tone of voice. Their communication is corporate, typically using statement-style sentences in the present tense. Their tagline "Powering Progress" exemplifies this voice.

How does Shell communicate with customers?

Shell is a global energy company transitioning toward net-zero emissions.

What is Shell's brand message?

Shell's core message is about Transitioning to cleaner energy while meeting today's needs. Their concept "Progress Power" drives their mission: To power progress together with more and cleaner energy.

What makes Shell's brand voice unique?

Shell stands out through their global, transitioning, reliable communication style. Their central brand tension — "Fossil vs. Renewable" — shapes every message they craft in the Energy sector.

What language style does Shell use?

Shell uses corporate language with figurative messaging. Their sentences are typically statement in structure, using the present tense.