A simple way to think about brand voice and tone is to consider your own voice, as in the one you speak with. You always sound the same, but, in certain situations, you modulate your tone. For instance, you probably sound different when giving a keynote speech than you do when speaking to a loved one on the phone.
Voice is our brand personality and the rules about how we write that never change—like being friendly and open, and considering our global audience.
Tone changes based on the channel and the situation and what the user expects; be it a straightforward answer to a problem, a cheerful tweet, or an inspiring campaign tagline.
Our primary audience is developers and the businesses they support. We understand them, because their concerns are our concerns, their joys are our joys. When we speak, we’re speaking to colleagues, friends, and soon-to-be friends. We don’t exaggerate, obscure, or condescend. We’re always straightforward, friendly, earnest, and inclusive.
DigitalOcean’s brand voice is:
DigitalOcean and Cloudways speak with the same brand voice: straightforward, technologically savvy, warm, open-minded. People who hear from DigitalOcean or Cloudways, regardless of channel, should come away from the interaction confident that they can trust us with their business technology.
A relatable, simple communication style is key to building trust. We should never confuse readers. We should never obfuscate or hide the truth. We respect every user by being clear, helpful, and thoughtful.