Content
Voice & tone
Voice: What we say
Our brand’s distinct, consistent way of communicating. It defines what we say across messages and mediums.
Tone: How we say it
The emotional inflection of our voice. It adjusts depending on the situation, audience, or channel while staying true to our core voice. Tone is how we come across in specific moments.
Voice principles
We have three voice principles: magnetic, provocative, and empowering. Find their definitions, examples, and guidelines for how to apply them below.
Magnetic
We draw people in with ideas, solutions, and outcomes they can’t ignore. We spark curiosity, inspire action, and invite people to imagine what’s possible and be part of what’s next. We paint a compelling vision that pulls people in—not by force, but through relevance and resonance. We give people a reason to lean in.
Guidelines
Draw people in with curiosity gaps, pattern interrupts, and compelling hooks
that create intrigue
Show “What’s in it for me?” in a way that feels irresistible and personal
Use storytelling to paint a vivid picture and help people imagine the outcome
Tap into emotional drivers like ambition, pride, or excitement: “Winning,” “Leading,” “Being first,” etc.
Invite people in with inclusive language: “Imagine if…” “Let’s…” “What if you could…” etc.
Make bold ideas feel accessible and exciting, not intimidating
Avoid generic claims and buzzwords: “game-changing,” “cutting-edge,” etc.
Examples
“What if you could spot the million-dollar opportunity that 99% of teams miss?”
“Our platform helps teams identify business opportunities.”
“Stop building products people tolerate. Start building ones they can't live without.”
“Improve product adoption and user satisfaction.”
Provocative
We challenge assumptions and ask big questions. We push against the status quo because breakthrough growth demands breakthrough thinking. We don’t play it safe—we take a stance and say it boldly. Our job is to cut through the noise and say the quiet part out loud.
Guidelines
Lead with sharp insights, surprising truths, big questions, or bold claims
Use contrast and tension: then vs. now, old vs. new, what if vs. why not
Be punchy—short sentences, no filler, declarative tone
Avoid hedging: “could,” “might,” “maybe,” etc.
Don’t be edgy just to be edgy
Examples
“You don’t need more data. You need to put it to work.”
“Your data strategy sucks—and it’s bleeding money.”
“Why wait weeks for answers you could have in seconds?”
“Our platform could help reduce your time to insight.”
Empowering
We’re the trusted guide that says, “You can do this,” then shows exactly how. We simplify the complex, highlight customer wins, and show people what they’re capable of. Our role is to make people feel confident, supported, and unstoppable.
Guidelines
Focus on what they can do, not what we can do: “you” vs. “we”
Use active, actionable language: “you can,” “it’s easy to,” etc.
Show empathy and speak to real challenges, not ideal scenarios
Reduce overwhelm—speak simply and remove jargon
Don’t condescend, overcomplicate, or overpromise
Examples
“You can turn anyone on your team into a growth expert.”
“We enable teams to drive growth.”
“Easily ask a question and get an instant answer—no code required.”
“Query your data without SQL and get real-time insights.”
Tone matrix
The emotional inflection of our voice. It adjusts depending on the situation, audience, or channel while staying true to our core voice. Tone is how we come across in specific moments.
Situation
Tone
Example
Launch moment
Confident, energizing, visionary
“With AI Agents, we’re taking a monumental step forward—laying the foundation for the future of self-improving products.”
Educational content
Accessible, helpful, informative
“As product and marketing analytics overlap, marketers are rethinking what success looks like. Sure, change is hard, but it also opens the door to big opportunities. We’ll show you how to make the most of them.”
Blog
Conversational, insightful, opinionated
“We’re taught not to judge a book by its cover, but let’s face it—users usually do. That’s why so many users abandon their product experience in the first five minutes.”
Social media
Playful, punchy, compelling
“‘You look happier.’ Thanks, my experiment just increased conversions by 17% 🥰”
“Hot girl walks, but make them data-driven 💅 WeWard is turning steps into rewards (and walking into a habit) with help from Amplitude.”
Ads
Bold, concise, memorable
“Drata 4x’d adoption 🤩 Your features deserve fans too.”
"Scripbox cut marketing costs by 20%. Your budget wants in 💰”
Product UI
Clear, direct, practical
“Understand conversion and drop-off for key events.”
“Analyze how often users return to your product.”
Help Center / Docs
Supportive, straightforward
“This article describes the steps required to build a segmentation analysis in Amplitude.”
“Use this article to build a segmentation analysis in Amplitude.”
Have questions?
Slack us @brand in the #marketing channel (internal Amplitude users only) or submit a request form.
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