Product voice & style

Our tone of voice underpins Emplifi's mission: helping brands work smarter on social media through automation and AI-powered marketing, while keeping customer success at the heart of everything we do.

🗣️ Voice: What Emplifi sounds like

Our tone of voice is designed to support every user interaction. The goal is always to guide our users with compassion and care.

In line with our brand mission, our product voice is guided by these principles:

 

  • Supportive: We guide, assure, and champion users. We’re here to help.
  • Clear: We keep it simple and direct. We don’t use jargon or vague language.
  • Inclusive: We speak to a wide audience with humanity, respect, and empathy.
  • Professional: We’re consistent and factually correct, always.
  • Friendly: We use a warm and engaging tone—but never at the expense of clarity.

As a result, our in-product copy should always be:

  • Easy to read
  • Clear and concise
  • Helpful and professional
  • Empowering and inclusive

In short, we sound like a helpful, professional guide—never robotic, never arrogant.

🎙️ Tone: How we express our voice

Tone helps users feel supported and confident—especially in moments of uncertainty, like when something goes wrong or a task is complex.

But it’s not just about sounding “nice.” It’s about building trust and clearly and carefully guiding users through their journey.

Whether we’re confirming a successful action, explaining an error, or introducing a new feature, our tone should always reflect the user’s context.

Keep the message human, helpful, and to the point.

💡 Emplifi’s tone of voice

While our voice stays consistent, our tone adapts to the situation.

Use this table as a quick check to guide your tone in different situations:

✅  We are…

But not…

Empathetic

Fluffy

Friendly

Jokey

Authentic

Blunt

Confident

Arrogant

Expert

Bossy

✍️ Style: Practical guidelines

Here are some quick rules to help you write UX copy for Emplifi clearly and effectively:

Do

Use plain, accessible language

Don't

Use marketing buzzwords or slang

Do

Keep sentences short and scannable

Don't

Write long blocks of text

Do

Avoid jargon, slang, and acronyms

Don't

Use creativity at the expense of clarity

Do

Use active voice

Don't

Use passive voice unless necessary

Do

Write like a clear, helpful guide

Don't

Sound robotic or overly formal

These principles ensure users can navigate the platform with confidence and ease.

For more practical guidelines, refer to the section on UX Writing patterns