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Messaging and Marketing Copy

We’ve done the heavy lifting for you. Below, you’ll find approved copy to help you talk about Google Home in a consistent and compelling way.

    Key Positioning

    Name: Google Home Hub

    Tagline: Help at a glance

    Short: Get help at a glance in any room at home.

    Long: Google Home Hub provides help at a glance in any room at home. With the Google Assistant built-in, see your calendar events, control your connected home in one view, and find answers from Google. Plus, enjoy YouTube, Google Photos and more.


    Key Pillars

    When referring to the six messaging pillars of Google Home Hub, you should always follow this priority order: (1) Productivity, (2) Smart home, (3) Answers, (4) Music, (5) Photos and (6) Thoughtful design.

    Pillar 1: Jump-start your day

    Feature Priority: 1. AM Routine 2. Home Screen 3. News/Shopping List/Calls 4. Goodnight Routine

    Length

    Copy

    Short

    See your latest events, commute, reminders and more in one view.

    Long

    See your schedule, commute, reminders and more in one view. Plus, watch the news, make a shopping list, and place calls with Google Duo* to friends and family.

    Pillar 2: Simplify your smart home

    Feature Priority: 1. Home view 2. Works with Nest 3. Compatibility

    Length

    Copy

    Short

    Voice-control compatible lights, cameras, TVs and more from a single dashboard.

    Long

    Voice-control compatible lights, cameras, TVs and other devices from a single dashboard. Works with Nest along with 5000+ smart devices from 400+ popular brands.

    *Requires a compatibility disclaimer.

    Pillar 3: Get answers for any moment

    Feature Priority: 1. Glanceable answers 2. YouTube “how-to” videos

    Length

    Copy

    Short

    Get visual, immersive answers from Google. And watch helpful videos from YouTube.

    Long

    Ask questions and get visuals, immersive answers from Google on weather, recipes, local business info and more. You can even watch helpful videos from YouTube.

    Pillar 4: Play your favorite songs

    Length

    Copy

    Short

    Enjoy songs and music videos from YouTube Music and top services. Available free.

    Long

    Enjoy songs and music video from YouTube Music on a crystal-clear speaker. Plus, listen to Spotify, and radio services. All available free.

    Pillar 5: Relive your memories with Google Photos

    Features: 1. Search 2. Live Albums 3. Ambient EQ

    Length

    Copy

    Short

    Use your voice to show any picture in Google Photos. And, always view the best and latest photos of loved ones.

    Long

    Use your voice to show any of your pictures in Google Photos. With Live Albums, always view the latest photos of loved ones.

    Pillar 6: Designed for home

    Features: 1. Ambient EQ 2. Colors

    Length

    Copy

    Short

    With Ambient EQ, Google Home Hub will automatically match the lighting and colours in any room, so it seamlessly blends in with your home.

    Long

    Google Home Hub fits naturally in any room at home. With Ambient EQ Light Sensor, Hub adjusts to match the colours and lighting in its environment, so photos on Hub seamlessly blend in with your home decor. Choose from four beautiful hues—Chalk, Charcoal, Aqua and Sand—designed to fit in, or stand out if that’s your style.

    Product Name

    When referring to the product name:

    Do

    Please always :

    Use “Google Home Hub” (never omit the Google)

    Capitalize the “G” and “H” of Google Home Hub

    When referring to multiple devices use:

    “Google Home Hub devices” or “Google Home Hub products”

    Don't

    Please do NOT:

    Simply use “Home”

    Use “Google home hub”

    Use “The Google Home Hub”

    Use “Google Home Hubs”

    ؜؜

    Hotword & queries

    When referring to a hotword or a query:

    Do

    Please always :

    Use the keyword “Hey” (preferred in the US) or “Ok” e.g., “Hey Google,”

    Use the following grammatical structure:“Hey Google, set a timer for 5 minutes”

    If using ‘Ok’ use a lowercase “k” after ‘O”.

    Place the comma after “Hey Google,...”.

    Use a lowercase letter after the comma in Google.

    If you end a sentence with the hotword, place the period outside of the quotation mark , e.g., Just start with “Hey Google”.

    Don't

    Please do NOT:

    Use “Hey, Google”

    Use “Hey Google, What’s the time”

    Use “OK Google”

    ؜

    Platform name

    Do

    Please always :

    Capitalize the “A” in “Google Assistant”

    Use the word “the” before Google Assistant, e.g., “with the Google Assistant built in”

    Don't

    Please do NOT:

    Use “Google assistant”

    ؜

    Product Description

    When describing the product:

    Do

    Please always :

    Use the expression “voice-activated display”

    Use the expression

    “smart display”

    Don't

    Please do NOT:

    Use “personal assistant device”

    Use “hands-free device”

    ؜

    Google Assistant & Google Home

    When referring to the relationship between Google Assistant & Google Home:

    Do

    Please always :

    Use “the Google Assistant built in” (e.g. “Google Home has the Google Assistant built in”)

    Don't

    Please do NOT:

    Use “powered by the Google Assistant”

    Use “with the Google Assistant”

    ؜

    Google Assistant: Descriptor

    This is the descriptor for Google Assistant:“Ask it questions. Tell it to do things. It’s your own Google, always ready to help.”

    When using the descriptor for the Google Assistant in copy:

    Do

    Please always :

    Include mention to “the Google Assistant” using all three sentences together as they appear above.

    Don't

    Do NOT shorten the tagline

    Please do NOT change any words

    For example, do NOT use: “Ask it questions. Tell it to play music. It’s your own Google, always ready to help.”

    For example, do NOT use: “It’s your own Google always ready to help.”

    ؜

    Google Assistant: Lead in sentences

    Do

    Please start with any of the following:

    “Just start with…”

    “Just start by saying…”

    “Ask…”

    Don't

    Please do NOT start with any of the following:

    “Just say...”

    “Say…”

    ؜

    Google Assistant: Follow up Questions

    Do

    Examples can include one question:

    E.g. “Hey Google, where’s the nearest pharmacy?”

    Don't

    Examples should NOT include follow up questions:

    E.g. “Hey Google, where’s the nearest pharmacy? OK Google, what time does it open?”

    ؜

    Google Assistant: Superlatives

    Avoid using superlatives and absolutes

    Do

    Please always :

    Use language like, “ask what you want to know” or “ask for things you’re curious about.”

    Don't

    Please do NOT:

    Use “Google Home can answer all your questions.”

    Use “Ask Google Home anything.”


    Kids and Family Marketing

    Given the shared nature of Google Home, we understand that it is important to show Google Home Hub in family settings with children. However, please adhere to the following guidelines when including children under the age of 13 in marketing collateral.

    • Kids cannot be specifically marketed to (eg: messaging, imagery, visuals, etc.).
    • Children under 13 should not be shown interacting with Google Home Hub in any marketing.
    • Children can be in the presence of Google Home Hub but they should not be shown interacting with the device or watching kids’ content on the device.
    • They can watch non-kid content requested by an adult who remains present and part of the interaction.
    • Babies (children under 3) should not be shown in any marketing for Google Home speaker devices.
    • The Google Assistant is primarily a general audience service and should not be marketed as “family-safe” or “for kids”.
    • Google Home devices should not be shown in a child’s room or other places (i.e. playroom) where it would leave the audience with the impression that it would be appropriate for a child to use the device without parental supervision.

    ***Please note as Google Home Hub is a mixed-audience device, the device should not be placed in adult-focused situations. Approval generally will not be given for placements that involve alcohol, drugs, gambling, or other adult activities or settings.


    Social Copy Guidelines

    You’re free to develop your own copy, as long as you follow our brand guidelines.

    Hashtags and Handles

    Please tag an appropriate official Google handle below based on platform and CTA.

    • Include the official product hashtag in all social posts: #GoogleHome
    • When talking about multiple products: #madebygoogle
    • Send us a shout out via our Twitter handle or post on Instagram, Facebook or YouTube using the designated handle: @madebygoogle
    • Link to the official website: https://madeby.google.com/home/