What we say — and how we say it — matters. From emails to eBooks, webinars to web copy, Anaplan’s brand voice is our consistent, unique personality by which we foster connection and build trust. Below you’ll find detailed guidance on how to tailor your writing to our brand voice traits: conversational, authoritative, and sophisticated.

Conversational voice 

We aim to be personable and highly relevant, focusing on the real-world challenges our customers and prospects face while keeping our messaging clear and straightforward. 

  • Know your audience: Always keep the reader in mind and speak in an active voice, directly addressing them as “you.” 
  • Keep it concise: Text should be minimal, straightforward, and easily digestible — get to the point. 
  • Be compelling: Ask yourself, “Why would someone read this?” Address the specific problems that keep your audience up at night, and lead with an enticing title/headline. 
Do
  • Use an unstuffy but professional tone. 
  • Write with relevancy to the persona’s pain points. 
  • Be brief and crisp. 
Don't
  • Overcomplicate things or use overly dense structures or pretentious phrasing. 
  • Lead with fear, uncertainty, and doubt (FUD). 
  • Write passive, disconnected, or robotic copy. 

Authoritative voice 

We are the definitive leader of AI-driven scenario planning, communicating with an innovative, industrious spirit and conveying our deep technical acumen. 

  • Project confidence: We are trusted for our expertise and reliable guidance. Our tone should be bold and decisive. 
  • Differentiate our value: Emphasize the strategic, distinct value and perspective Anaplan provides through our technical and industry expertise. 
  • Focus on innovation: Customer success drives us. Let the audience know we are undaunted by complex business challenges. 
Do
  • Be bold, decisive, and confident in our expertise, value, and benefits. 
  • Position Anaplan as the leading expert in AI-driven scenario planning. 
  • Lead with fact-based information, statistics, and research-derived insights. 
Don't
  • Be bombastic, arrogant, or boastful. 
  • Diminish or misrepresent our capabilities. 
  • Make unsubstantiated claims without strategic value. 

Sophisticated voice 

We rely on the strength of our platform and modern insights to engage readers rather than resorting to gimmicks or heavy sales pitches. 

  • Maintain professionalism: Adjust your writing style for a diverse global audience of executive leaders. 
  • Exercise restraint: Be modern, interesting, and trend-aware, but avoid forcing humor or divulging too much personal bias or superfluous information. 
  • Keep it clean: Ensure all copy is highly polished and meticulously formatted.
Do
  • Write error-free copy and avoid sloppy formatting and typos. 
  • Be modern, sleek, and elegant. 
  • Keep the tone objective, culturally sensitive, and value-driven. 
Don't
  • Use heavy jargon or slang. 
  • Go out of your way to amuse with witticisms and pop-culture references. 
  • Be overly salesy, promotional, or touch on controversial/geopolitical subjects. 

A note on generative AI 

Generative AI tools are great for brainstorming, outlining, and initial drafting, but they require detail-oriented human oversight to meet our brand standards. Please follow these guidelines: 

  • Refine for voice: AI-generated text is often generic. Always edit the output to ensure it aligns with our conversational, authoritative, and sophisticated brand voice. 
  • Fact-check rigorously: AI can produce inaccurate or outdated information. Verify all data, product details, and claims to uphold our trustworthy reputation. 
  • Protect confidentiality: Never input sensitive customer data, proprietary information, or unreleased financials into public AI models. 
  • Add the human element: Use AI for the framework, but rely on your own expertise and unique perspective to provide the strategic nuance and empathy our audience expects. 

A note on brand tone 

Our brand voice as detailed above should remain constant, but your tone should shift depending on situational context. Use your best judgment to vary your application of our brand voice depending on channel, audience, circumstance, and intent.  

Examples of brand tone variation:  

  • Emails: Informative, direct, and polite 
  • Customer outreach: Reassuring, empathetic, and problem-solving 
  • Social media: Casual, witty, and highly engaging 

These guidelines will help you craft more effective, on-brand content and copy, but they're no substitute for subject-matter expertise and careful proofreading. Please collaborate with your colleagues on any writing task, and refer to our writing style guidelines for formatting preferences and grammatical rules.