Brand Voice
Validated on 26 Jan 2026 • Last edited on 17 Feb 2026
A simple way to think about brand voice and tone is to compare them to how you speak. Your voice stays consistent. Your tone changes depending on the situation. For example, you likely sound different when explaining a technical issue than when sharing a product announcement.
- Voice is our brand personality and the writing principles that never change.
- Tone adapts based on channel, context, and user expectations.
Tone by Channel
Use the following guidance to adjust tone while maintaining the same DigitalOcean voice.
| Channel | Tone | Example |
|---|---|---|
| Documentation | Calm, neutral, respectful | “Run the following command to deploy your app.” |
| Marketing | Confident, concise, inspiring | “Build fast. Scale early. Deploy anywhere.” |
| Social Media | Friendly, approachable | “New to Spaces? We’ve got your back.” |
| Support | Reassuring, empathetic | “I understand how frustrating this is. Let’s fix it together.” |
DigitalOcean Voice
Our primary audience is developers and the businesses they support. We understand their challenges because we face many of the same ones. When we write, we speak as peers, not authorities talking down, and not marketers exaggerating value.
DigitalOcean’s voice is:
- Friendly but professional.
- Clear without being simplistic.
- Knowledgeable without being condescending.
- Supportive without being overly emotional.
- Inclusive and globally understandable.
Cloudways Brand Voice
Cloudways shares DigitalOcean’s brand voice and core principles, with slightly more emphasis on managed hosting, ease of use, and customer empowerment.
Cloudways content should be just as clear, trustworthy, and respectful, while acknowledging a less hands-on operational model for users.