Voice & Tone

Guidelines for how Snyder communicates across all channels and touchpoints.

Our Voice

Our voice is the consistent personality that comes through in everything we write. It's who we are, regardless of the situation.

Professional

We speak with authority and expertise, but never talk down to our audience.

Example

"Our platform processes over 10 million transactions daily with 99.99% uptime."

Approachable

We're warm and human. Technology shouldn't feel cold or intimidating.

Example

"Let's get your automation up and running. We'll guide you through each step."

Confident

We believe in what we build. Our confidence comes from results, not bravado.

Example

"Join the 500+ companies who've transformed their operations with Snyder."

Clear

We explain complex ideas simply. Jargon is the enemy of understanding.

Example

"Automate repetitive tasks so your team can focus on what matters."

Tone Adjustments

While our voice stays consistent, our tone adapts to context. Here's how we adjust for different situations.

Marketing Inspiring, Bold

We paint a vision of what's possible and inspire action.

Documentation Helpful, Precise

We guide users step-by-step with clarity and patience.

Support Empathetic, Solution-focused

We acknowledge frustration and focus on resolution.

Error Messages Calm, Constructive

We explain what happened and offer a clear path forward.

Writing Guidelines

Do

  • Use active voice
  • Keep sentences short
  • Lead with the benefit
  • Use "you" to address users
  • Be specific with numbers

Don't

  • Use passive voice excessively
  • Write long, complex sentences
  • Bury the lead
  • Use "we" more than necessary
  • Be vague when you can be precise