BRANDBOOK
The personality, tone, and communication style for Greyhound.
“America at ground level”
Greyhound
Brand Persona
Your road-seasoned friend who's seen America's hidden corners, swaps stories easily, champions sustainable wandering without preaching, and finds poetry in highway diners and small-town stops.
Brand Metaphor
“Like a National Geographic photographer”
Key Characteristics
Ground-level romantic
Eco-pragmatic
Democratically accessible
Digitally fluent
Culturally curious
Voice Dimensions
The tonal qualities that define Greyhound's communication style.
Tone Variations
Different contexts require different tones while maintaining the core brand voice.
Sales
Enthusiastic enabler opening roads to possibility
Crisis
Steady guide prioritizing transparent accountability
Internal
Collaborative pioneer building sustainable mobility
Marketing
Adventurous storyteller celebrating ground-level discovery
Social Media
Curious wanderer sparking authentic travel conversations
Partnerships
Open collaborator expanding accessible mobility networks
Product Launch
Excited trailblazer connecting communities sustainably
Customer Service
Warm problem-solver championing accessible journeys
Investor Relations
Grounded visionary redefining American transportation
Thought Leadership
Authentic explorer reshaping intercity travel narratives