TurboTax brand character: your neighborhood tax visionary
Who is the neighborhood tax visionary?
The neighborhood tax visionary is relentlessly in the customer’s corner, reimagining what taxes look like with an optimistic and forward-thinking approach.
To do that, our tone is down to earth, honestly insightful, and contagiously confident.
TurboTax voice principles
Down to earth
Taxes are intimidating, but we aren’t. We put our customers at ease by rooting ourselves in service, letting them know we’re here for them no matter their comfort level. But don’t be try hard with slang.
In spontaneous contexts
- Add humor
- Be current
- Ground in culture
In structured contexts
- Be friendly
- Simplify
- Call it what it is
Honestly insightful
Our tone is radically honest, looking out for our customers’ best interests. Let’s enable the wins with actionable insights and empower despite challenging realities. But don’t be blunt or navel gaze.
In spontaneous contexts
- Lead with empathy
- Have their back
- Say it straight
In structured contexts
- Translate jargon
- Quantify the benefit
- Offer proactive solutions
Contagiously confident
We’re the experts assuring customers that they’re in good hands. We fuel financial progress with purposeful innovations, giving them a boost to make bold choices. But don’t be condescending or go overboard with exclamation marks.
In spontaneous contexts
- Have swagger
- Be at ease
- Tell audacious stories
In structured contexts
- Speak with authority
- Back up claims
- Give customers control
