At Customer.io we are committed to creating high-quality content that informs, educates, and engages our audience. The Customer.io content style guide is a comprehensive resource for maintaining a consistent and cohesive voice across all communication channels. This guide is designed to ensure clarity, coherence, and brand consistency in all written content produced by Customer.io.

Voice

Our voice embodies the essence of Customer.io, reflecting our commitment to delivering meaningful interactions and helping businesses scale effectively. Consistency in our voice is the key to building brand recognition and trust.

As industry experts deeply knowledgeable about messaging and customer data, we aim to provide informative and engaging content while maintaining a conversational tone. We emphasize our value propositions by showcasing how our platform enables personalized, data-driven campaigns without limits, tailored to each customer's unique needs.

Our purpose is to create meaningful marketing messages that cut through the noise.

Tone

In line with our brand attributes, our tone remains adaptable to various contexts, audiences, and purposes. Whether conveying our fearless decision-making or embodying an enabler mindset, we infuse creativity and innovation into our messaging, reflecting our experimental nature.

Tone sets the mood of the text, influencing how readers interpret and engage with the content and communications. Choice of words, sentence structure, and style contribute to tone. Tone can be formal, informal, conversational, authoritative, empathetic, or humorous. It plays a crucial role in shaping the reader's perception and response to the message.

Brand attributes considerations

It’s important that we keep our three brand attributes in mind when it comes to our content and communication.

Powerful

• Always evolving: Embrace change and progress in our language and tone. Convey that we are a dynamic company always improving and building new features.

• Fearless decision-making: Use bold language that exemplifies our convictions.

• Experimental nature: Infuse creativity and innovation in the way we express ideas.

• Build-to-suit mentality: Highlight the adaptability of our platform, emphasizing its scalability and flexibility. Express our commitment to custom solutions tailored to our customers' unique needs.

Adaptable

• Enabler mindset: Convey our role as enablers through accessible language. Position our tool as an affordable, reliable, and easy-to-adopt solution.

• Great support: Use language that communicates our unwavering commitment to providing excellent support. Be ready to roll up our sleeves to help clients get started, showcasing a collaborative approach.

• Long-term relationship focus: Emphasize our dedication to building lasting relationships. Use language that reflects a customer-centric, knowledgeable, intuitive, and connected ethos.

Helpful

• Data-driven approach: Infuse a data-driven mindset into our content. Showcase our technical expertise and imaginative thinking in guiding customers.

• Embody the spirit of assistance: We offer an affordable and reliable tool along with excellent support. Showcase our commitment to being a helpful and reliable partner.