01 Our brand

Tone of voice

This is how we choose to communicate with our audience, including the choice of words, communication style, and emotional tone.

This can change somewhat based on the format, and specific audience segments we’re speaking to.

Tone of voice.png
Group 1261157902.png

When we communicate, our overarching tone is empathetic, light and engaging, approachable, and professional. We can be witty but we’re never smarmy, and while we’re conversational, we’re never overly casual or informal.


We keep people central to everything we do. Our language is “human-to-human” and we always prioritize the reader’s experience first. 

  • Be honest and direct

  • Stick to your word

  • Own issues and mistakes, and show how we will overcome them

  • Overpromise

  • Oversell the product’s capabilities

  • Use unnecessary jargon (unless it resonates with a specific audience)


 Light & engaging

We connect with people using positive emotions. Our voice is friendly and helpful so people feel welcomed and supported when they meet us.

  • Lead with innovation and creativity

  • Be encouraging, empowering, and uplifting 

  • Use affirmative language

  • Think “perfection through iteration” – constantly test, rework and revise to reach the best result

  • Be boastful or self-congratulatory

  • Use sob stories or guilt-trips


 Professional yet human

While we’re approachable and accessible, we’re also smart and accomplished. Our audience can recognize that we’re knowledgeable and professional, while still connecting with us through language that’s relatable and friendly.

  • Be concise without being abrupt

  • Opt for language that’s easy to understand

  • Use active voice, and avoid complex verb structures

  • Use overly wordy or long sentences

  • Use jargon or buzzwords as a crutch

  • Write in passive voice

  • Sound preachy or lofty

  • Use clickbait or overpromise