---
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: "2026-07-08"
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 they find one, 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>