# Product Voice & Tone
Learn about Benevity's voice and tone, and how we use it when writing in our products
# Voice
Benevity's voice is the personality that helps shape a user's experience with our brand—and that voice and personality are a key part of our products. We want to inspire and help our audience, through clear, actionable, simple language. Our voice is sincere, confident, thoughtful, helpful and uplifting.
# Sincere
We give a damn about our audience and our shared goals. When we communicate, we're genuine, engaging and transparent. We want to open opportunities and minds, and we do that by avoiding jargon or superlatives that could sound like we're overpromising or overselling. We try to back up any claims with social proof and quantifiable facts.
- Progressive
- Proud
- Friendly
- Pushy
- Boastful
- Chummy
# Confident
We have a ton of knowledge and expertise to share, and we'd like to be a go-to source for that information, so we project experience with clarity (and a touch of humility, so we don't veer into cocky).
- Knowledgeable
- Subject matter experts
- Humble
- Know-it-alls
- The subject
- Meek
# Thoughtful
We try to get ahead of our audience's needs, being both proactive and responsive. We want to meet them where they are and help them see where they could go, so we communicate with that intention, building credibility and trust along the way.
- Insightful
- Persuasive
- Clear
- Bossy
- Prodding
- Cold
# Helpful
We guide people through a simple journey to the impact they're trying to achieve. Our language should always aim to be as simple as possible, and we should work hard to explain complex topics in basic, accessible terms. When we offer help, it should be easy to understand and never patronizing.
- Clear
- Concise
- Positive
- Complicated
- Insensitive
- Patronizing
# Uplifting
We believe there are no limits to what's possible, even when things get hard. In fact, especially when things get hard. That's when we step up to show our clients (and the world) that hope, optimism and, most importantly, action are more important than ever — and that we're in this thing together. So, we're passionate, emotive, inspiring and action-oriented.
- Optimistic
- Playful
- Expressive
- Progressive
- Naïve
- Childish
- Annoying
- Extreme
# Tone
While our voice should remain consistent, our tone can, and should, adapt to fit the audience or product.
Any time we connect with our users, whether that be end-users or program managers, we aim to be clear, concise and supportive. Our communications need to be human and friendly, without rambling or getting chummy.
Discuss the “how” first and, if necessary, the “why” second, as support for or explanation of the “how.”