Brand Playbook

v1.1 | Last updated 06/01/20

Release Notes

⚠ Please ensure you’re always using the latest version of the Playbook.
Download the latest version on the Business Messages developer site.

Version Notes

December 16, 2020

● Added oAuth section

v1.1 June 15, 2020

● Fixed typos
Using this Playbook

1 Build the Basics: Design your Business Messages experience with a

helpful first time experience, appropriate use of rich features,
comprehensive and up-to-date information, and easy access to live
agents.

2 Add Automation: Provide users with quick support through

automation that handles simple user inquiries and hands off to live
agents when necessary.

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Messaging Entry Points

Users can initiate a

conversation with a
business through
Search or Maps

Local Search Organic Search Maps

General User Flow

Entry point First time experience First message sent

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 Entry point information like type
(e.g. Organic Search vs. Maps)
and location (e.g. Mountain View
store) is passed alongside
messages allowing agents to
better service users

Local Search Maps

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 Business branding

Branded bot label

Welcome message

1. Business branding (logo

+ business name) Conversation starter
chips
2. Welcome message
3. Conversation starter
chips

Developer docs

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 1. Conversation starters
2. Suggested replies
3. Suggested actions

Developer docs

Conversation starter chips Suggested action & suggested replies

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 Display URLs as a rich card to
link out to site pages when it is a
critical next step. When
presenting multiple options to
choose from, use a rich card
carousel

Developer docs

Rich card Rich card carousel

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 Verify users' identities and
provide personalized
information in a secure way

Developer docs

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oAuth Example

Authentication is successful and user

User chooses workflow User prompted to sign in via chip User directed to URL to sign in
is returned to conversation
oAuth Example

Authentication is successful and user

User chooses workflow User prompted to sign in via chip User directed to URL to sign in
is returned to conversation
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Build the Basics

Prioritize communicating key information and updating regularly so

your customers can get informed without calling

1 Place updated information in welcome messages like store hours, closings, &
agent availability
2 If live agents are no longer available or experiencing very long wait times, inform
the user
3 Create chips in the welcome message to answer most common questions or link
out to web pages with more information
4 URLs should be made as a smart chip and not in message
If they must be in-message, URLs in messages must be formatted using the full
link to be detected and made clickable. Please use short URLs from your primary
brand site e.g. https://www.brand.com/shortlink

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 1. Clearly state if stores are closed and if
live agents are available
2. Inform users about any critical
status/outages

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Tools to help you keep your agent updated

1. Quickly create and edit new agents for

testing and launch
2. Update the welcome message and
chips from a web-based UI
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Add Automation

Building a robust bot with complete end to end journeys is the ideal,
and leads to happier customers

1 Be prescriptive about each step, by using chips and cards to walk a user through
an entire journey
2 Build user journeys that can be completed end-to-end in chat without
dead-ending
3 Hand off to web to complete complex workflows like payments that can’t be
accomplished with cards, but ensure the user can either complete it there or the
workflow resumes in chat
4 Break workflows into smaller chunks of text with easy decisions for the user to
make, avoid long messages with lots of text

5 When a user reaches the end of a journey, display the welcome message chips
again so the user can start a new task
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 1. Warmly greet the user
2. Describe the bot’s capabilities by
including suggested topics that can be
asked

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👍DO 👎DON’T 👎DON’T
Use the welcome message to Let users assume they can Explicitly refer to the Conversation Starter
let users know what types of only get help with what’s chips in the welcome message
questions they can ask shown by the chips Ex: “Click on an option below”, “Click on a chip to get started”, etc.
Some older devices may not support chips.

vs
 1. Provide easy decisions for users to
make using chips
2. Be persistent when using chips to
guide users
3. If asking for text input after using chips
for interaction, remind user to type by
saying, “You can tell me your answer”

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Breakdown workflows into simple steps with chips

Respond with short message. Provide Use action chip to link to web
User types in free form text Use chips to guide the user
users with easy decision using chips workflows
👍DO 👎DON’T
Write short messages and guide users with chips for easy decisions Use large chunks of text with no actionable steps

vs
Use rich card carousels when presenting multiple options

User types in free form text Message is sent Bot response with rich card carousel Swiped left to see more cards
 Guide users to ask another question or start a
new task with chips

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Display welcome message chips at end of journey

User completes workflow on web and Provide welcome message chips so

User chooses task
returns to conversation user can start a new task
👍DO 👎DON’T
Display a message and chips Give users a deadend with
at the end of the journey to no actionable steps
allow users to start a new task

vs
 Use rich cards to link out to web workflows

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Handoff complex workflows to the web

Automated bot response with rich

User taps on prescription refill chip User sends message User completes workflow on web
card linking to workflow on web
 1. Ask users to rephrase if fallback intent
is triggered. After 2nd fallback intent,
provide human fallback channels
2. When intent is detected, allow users to
provide feedback by asking “Does this
answer your question” with thumbs
up/down chips. Provide human
fallback channels after 2nd failure
3. Provide human fallback channels when
user intent is to contact a human

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Gracefully fallback to human support when required

Ask user to rephrase Provide human fallback

query channels

👎 👎

Ask user “Does this answer Ask user to rephrase Provide human fallback
your question?” with 👍 👎 query channels
chips

Provide human fallback

channels
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Human fallback channels

● After two fallback intents or two failures

occur, use a Call chip to provide a human
support option
● Include a FAQ chip link as an additional
fallback channel
● Display the human support option last

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Gracefully fallback to human support when required
(If fallback intent is triggered)

1st fallback intent: bot asks user to 2nd fallback intent: bot response with Chips swiped left to show FAQ and
User types in free form text
rephrase query suggested chips (call chip included) Call actions
Gracefully fallback to human support when required
(If intent is detected by bot)

Bot detects intent and asks for

User types in free form text First thumbs down = 1st failure Second thumbs down = 2nd failure
feedback
Gracefully fallback to human support when required
(If intent is detected by bot)

Bot response with suggested chips Chips swiped left to show FAQ and
(call chip included) Call actions
Gracefully fallback to human support when required
(User intent is to contact human)

User types in free form text Message sent Bot response with FAQ and call chip
 Some users with older devices may not see
chips and rich cards. Include guidance on
what options users have to continue the
conversation

Developer docs

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 Include suggested reply options within the
Default experience
message to guide users
 For chips that include an open URL or Dial action,
Default experience include the URL and phone number within the
message
 Text fallback includes URL within
Default experience
message
 Text fallback includes rich card title
Default experience
and URLs
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Bot Writing Guidelines
Write with personality
● Your bot is an extension of your brand
● Keep conversational style and personality consistent throughout the conversation
● Create a voice and tone guide and stick to it ● Conversation Design
● Language Style Guide

Be yourself
● Remember that it’s a conversation between the user and your bot. Use human-like
conversational language to create a personal connection with the user engaging with
your bot
● Bot responses should be short and simple and not sound mechanical. Don’t copy and
paste content from your website to reuse.
● Be helpful and let the bot assume responsibility for errors
○ “Sorry, I didn’t understand that...”
○ “I’m still learning”

Keep it fresh
● Keep the conversation fresh by writing several versions of the same prefix to avoid
repetition. For example:
○ “Here's some info on COVID-19.”
○ “OK, info on COVID-19...”
○ “COVID-19? Here's what I found...”
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Checklist
Basic Functionality Workflow examples:
● Opening hours
❏ Can the user complete at least 2-3 key customer service workflows and obtain
● Inventory
information through bot responses, not just from site links?
● Order status
❏ Have you provided a plan for adding 2-3 additional workflows that can be
● Submit a complaint/issue
completed end to end within the bot?
● Store capabilities
❏ Can workflows be completed end-to-end either within the chat or handed off to
● Store FAQ information ( single
web with no dead ends?
workflow)

Branding ● “Pacific Leaf Pharmacy”, not “Pacific

Leaf” or any variations of official
❏ Is the official business name and logo shown in the header? No nicknames or
name
personas

Welcome Message ● Hi, I'm... How can I help you today? I

can help with x, y, z
❏ Is your greeting warm and helpful? Does it describe the bot's capabilities by
● You can ask questions about...
including suggested topics?

Conversation Starter Chips ●

●
Store hours
Provide links to store finder, Covid
❏ Are at least 3 chips being used, preferably 5?
FAQ, etc.)
❏ Do chips work as expected and provide answers to common questions that the
business is likely to receive given its industry? Do they lead to any dead ends?
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Checklist (cont’d)
Suggested Chips ●
●
Store hours
Pickup and Delivery
❏ Do the chip labels use specific text that clearly guide user expectations? Does
● COVID-19 Info
the bot's response make sense based on the chip label?
● Issue with recent order
❏ When the user reaches the end of a workflow or the bot responds with an
answer, is the user provided with chips to ask a new question/start a new task?

User Queries ● "What time does the store open?" and

"hours" should both trigger the store
❏ Does the bot answer expected questions phrased in a variety of ways from full hours response
sentences to single word inquiries?

Graceful Fallback ●
●
I’m still learning
Try rephrasing your question or asking
❏ Does the bot provide a graceful fallback response?
something else
❏ Does the bot response make sense when it doesn't understand the query?
● You can ask me about...
❏ Does the bot acknowledge that it didn't understand and provide alternative
suggestions (eg rephrase the question, ask different type of question, provide
suggested questions)?
❏ After two fallback intents or two failures, does the bot provide a chip link to
customer service FAQ and fallback to human support via a call chip?

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Who to talk to for help from Google

Email: bm-inquiry@google.com

Web: Business Messages Developer Site

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Calling fallback if live chat agents aren’t available

Phone IVR options shown as chips

User taps to call User navigates IVR options via chips Bot guides user through workflow
within messaging
SLIDEYARD
 1. Have a chip linking to COVID19
response page
2. Another chip linking to relevant
opportunities, like Home Office
supplies
3. List opening hours clearly in Welcome
message or with a chip

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 1. Have a chip linking to COVID-19
response page
2. Another chip linking to supplies
related to COVID-19
3. List opening hours clearly in Welcome
message or with a chip
4. Link to testing sites or CDC guidelines

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 1. Update the welcomes message to
inform users about any critical
status/outages
2. Provide chips directly linking to billing
questions
3. Provide a chip to connect user to
answers about home office
connectivity questions
4. Provide updated storefront hours
where applicable

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 1. Provide updates on status, wait times,
and new policies.
2. Provide chip to link direct to
COVID-19/Cancellation policies
3. Provide clear pathway to the most
efficient channel to talk to a live agent
/ provide wait times

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 1. Clearly state if the stores are closed
and if live agents are available.
2. Provide chips that link directly to
COVID-19 related info

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Gracefully fallback to human support when required
(after 2nd fallback)

Automated bot response with 1st failure indicated by thumbs down;

User types in own question User’s message is sent
feedback question Show automated fallback response
with welcome chips
Graceful fallback (Con’t)
(after 2nd fallback)

2nd failure indicated by thumbs down;

Automated bot response with
Show automated fallback response with User swipes to see Call chip listed
feedback question
welcome chips + Call chip
Gracefully fallback to human support when required
(after 1st fallback)

Failure indicated by thumbs down;

Automated bot response with
User types in own question User’s message is sent Show automated fallback response
feedback question
with welcome chips + Call chip
Graceful fallback (Con’t)
(after 1st fallback)

User swipes to see Call chip listed

Gracefully fallback to human support when required
(after workflow failure)

User is unsuccessful with workflow;

User initiates prescription refill User returns to conversation with bot
User completes workflow on web Show automated fallback response
workflow via chip follow up on workflow
with Call chip