Dell Voice

Our brand voice reflects our customer-obsessed culture. When we communicate to people and organizations, they should immediately understand the benefits we can provide. They should know how our technology can help them achieve whatever they need to, today and in the future.

These five principles make up our voice:

We use concise, clear and straightforward language that appeals to customers across borders, languages and cultures. We do not use unnecessary superlatives, or speak with industry jargon or clichés.

Our language is both practical and optimistic — we choose words that demonstrate we understand and can help solve customers’ challenges.

Our tone is natural, conversational and engaging.


When appropriate, we use humor in a light-hearted, clever way to make a more personal connection with customers.


Whenever possible, we use facts, data and real-life storytelling to differentiate us and relate to customers.