---
title: What is our brand's voice and tone
slug: what-is-our-brands-voice-and-tone
description: "The guidelines for how we communicate with our audience."
humans: ["zeno-rocha"]
updated_at: "2025-03-12"
created_at: "2024-06-04"
---

All Resend content should read as though written by a developer.

Here are some voice, tone, and language guidelines.

## Simple

Get to the point and avoid unnecessary complexity, redundancy, and verbal garnish. Our content should not be thinly veiled sales pitches or lazy fluff for the sake of volume.

<Callout hideIcon={true} type="insight">
  <span>Good: Resend is an email API for developers.</span>
</Callout>

<Callout hideIcon={true} type="context">
  <span>Not good: Resend is a revolutionary platform that connects world-class businesses with their users via a state-of-the-art communications interface.</span>
</Callout>

## Factual

Use positive assertions that you can provide evidence for. Engineers are on alert for claims they can poke holes in, and once found, their trust in us is shattered.

<Callout hideIcon={true} type="insight">
  <span>Good: Resend delivers emails under 600 ms (p95).</span>
</Callout>

<Callout hideIcon={true} type="context">
  <span>Not good: Resend is the fastest email solution on the market.</span>
</Callout>

## Technical

We expect our audience to feel comfortable reading a fairly technical piece. Including technical details can not only be clarifying, but also make it clear that our content is not just an arm of the marketing function.

<Callout hideIcon={true} type="insight">
  <span>Good: Resend provides two types of email encryption configuration such as Enforced TLS and Opportunistic TLS.</span>
</Callout>

<Callout hideIcon={true} type="context">
  <span>Not good: Resend gives you controls to make your emails safe and secure.</span>
</Callout>