One of the ways we create a consistent and familiar experience for our users is by speaking with a consistent voice throughout our product and content while being aware of our tone.

What’s the difference between voice and tone?

What’s the difference between voice and tone? Think of it this way: our voice is a personification of who we are. We always have the same voice. Then, our tone changes along dimensions of tone to match a given context and situation.

Voice guidelines

Our brand has a distinct voice and character. This voice and character is the basis of our writing for all of our digital platforms.

When we write in our shared voice, we are always:

Plainspoken

• Be clear and concise
• Avoid internal jargon, acronyms, and filler words
• Be precise and consistent with terminology so that our meaning is always clear

Empathetic

• Express calm positivity
• Help users solve problems and perform tasks quickly
• Anticipate questions and provide answers ahead of time

Conversational, minus the jokes

• Use the words our customers use
• Speak to, not down or up, to our customers

Note: This section will be evolved as we continue to refine our brand identity.

Using tone

We can express any given message in wildly different ways by combining voice and tone.