QuickBooks brand character: the proactive champion

We are the champion of those who dare to dream. And fueling their success defines our own.

Our voice and tone guidelines help us know what it feels and sounds like to be the champion for all our customers, the self-employed, the small and medium-sized businesses, accountants, and others.

We believe in hard work. That’s why we show up each day. We see the vision, the passion, and the drive of each and every person out there doing it for themselves. It’s what inspires us. The dreamers, the doers, and the makers. Those who are in it for their families, their community, and their future.

QuickBooks voice attributes

We’re passionate

Our customers inspire us. We’re fired up about the opportunities ahead, and our enthusiasm is contagious.

How we do this

  • Stay committed to their mission, knowing that it doesn’t happen overnight.
  • Build confidence along the way.
  • Don’t be overbearing and pushy.

We’re optimistic

No matter the job, we’re up for the task. We’re positive and confident, but stay realistic. We never sugarcoat.

How we do this

  • Know the best way forward and a backup, just in case.
  • Be realistic about setbacks.
  • Don’t be that annoying person who’s always bubbly.

We’re proactive

We don’t wait to see what happens next, we anticipate it. We show our customers the best way forward and steer them clear of pitfalls.

How we do this

  • Point out opportunities that they wouldn’t have seen on their own.
  • Respect that the customer wants some level of control.
  • Don’t be a know-it-all.

We’re empathetic

We keep our customers at the heart of everything we do. We always take the time to listen and understand their point of view.

How we do this

  • Show compassion during the lows, but don’t forget to celebrate what matters too.
  • Remove burdens and barriers for all people.
  • Don’t be overdramatic.