Green Mountain holds a central mission: Use the power of consumer choice to change the way power is made. In all of our conversations, we stay true to our brand by keeping our messaging consistent to guarantee an authentic and memorable brand experience for consumers.

Headlines                                                                                                                                            

• Always use sentence case
• Keep it short—less is more
• Use simple language
• Focus on key benefit(s)
• Avoid excessive clichés, word play and dialect
• Write for your audience

Call to action                              

• Make it action oriented so that the reader understands what you want him or her to do
• Keep it brief
• Create urgency (use words like today or now)
• Keep it consistent with ouru brand voice

Point of view

Speak in the first or second person (we/you) to make a real connection with the GME audience.

Copy lengths

While lengths will vary depending on the creative piece, keep in mind that brevity is our goal. If there’s a simpler, shorter way to say it, then choose that option.

Italics and exclamation points

When adding emphasis to body copy, just say no to italics and exclamation points. Choose direct wording and/or useful bolding to emphasize words. Italics can sometimes be used as a design element within headlines but not within body copy.

Sentence case

In headlines and subheads, use sentence case.