Voice and tone

Anaplan’s voice characteristics and tone profiles build on our brand principles to ensure we deliver the right content, to the right person, at the right time, and in the right channel.

Just as we use our visual design to shape what Anaplan looks like, we use our voice and tone to shape what Anaplan sounds like.

Separating voice and tone means we can be empathetic to our users, and empathy is often what makes the difference between simply meeting customers’ needs and really engaging them.

How we define voice and tone


  • Represents our brand’s personality
  • Embodies the traits that personify our brand identity
  • Remains consistent across channels, devices, and content formats


  • Conveys the emotional inflection we apply to our brand’s voice characteristics
  • Flexes according to context
  • Aligns with a customer’s information priorities

You might use one tone when you’re out to dinner with friends and a different tone when you’re in a meeting.

But your ‘voice’ doesn’t change – your personality stays the same.

Think of voice this way: if Anaplan were a person, they would be confident, clear, and helpful, and these characteristics would hold true in any situation.

Brand voice characteristics

Our voice is...That means...We aim to...And we don't...
ConfidentWe let our value, capability, and expertise speak for themselves. We show up as a strategic partner, leading the way and proactively advancing dialogue.
  • Use the ‘active' voice
  • Use strong, imperative verbs
  • Back up our claims with facts and data
  • Use the ‘passive’ voice
  • Overpromise or oversell
  • Sound boastful or brash
EmpatheticWe are people talking to people. We communicate with awareness of our audience and sensitivity to context.
  • Use authentic, inclusive language
  • Use personal pronouns (you, we)and contractions (we’re, it’s)
  • Keep it conversational
  • Treat all customers the same
  • Talk about Anaplan in the first person (Not ”Anaplan believes” but “At Anaplan, we believe … “)
  • Sound formal or insincere
HelpfulWe speak as a partner contributing expertise. We offer timely, accurate information and support so our customers can work productively and be successful.
  • Show rather than tell and demonstrate our knowledge
  • Provide links to relevant sources so readers can find out more
  • Focus on the solution, not the problem
  • Think we know it all
  • Ignore the challenges or roadblocks our customers might face
  • Sound condescending or authoritarian
PlainspokenWe write in a way that’s clear and direct. We aggressively edit ourselves and are always respectful of our audience’s time.
  • Use simple, accessible language
  • Get to the point and use short, concise sentences
  • Avoid jargon, clichés, or unnecessary internal language
  • Overuse gerunds or the past tense
  • Add complexity for the sake of it
  • Sound ambiguous or evasive

Tone framework

Tone puts the emphasis on our customers, rather than on our brand. 

While the framework below is still in its early stages, we hope the high-level examples it contains will illustrate how you might vary tone depending on the situation, audience, or content type. 

Cooler toneNeutral toneWarmer tone
Marketing email

Enthusiastic, relevant, personable
Error messageSpecific (precise), clear, helpful

Technical documentation
Knowledgeable, helpful, practical
Legal documentTransparent, serious, straightforward

Blog post

Vibrant, optimistic, inspirational

If you'd like to discuss how we can develop appropriate tone guidance for your content, please contact us

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