Title: Tone of Voice

URL: https://www.infobip.com/tone-of-voice

## Tone of voice

## It’s the voice of the unsung hero. It blends together IQ and EQ: it’s smart and it’s got heart.

Put simply, our brand voice is the way we sound when we’re speaking as Infobip. It comes from our brand idea and personality, and is unique to us.

Our voice’s tone will naturally flex depending on what we’re saying and who we’re saying it to. (You wouldn’t speak to the mayor of Vodnjan like you would your dad…unless, of course, the mayor of Vodnjan is your dad). There’s messaging to think about as well. This is what we say, and it also influences the tone of our communications. Shiny new product launch? That’s an upbeat tone. 404 error? Not so much.

When used consistently, our brand voice will create recognition and connection — and show the world who we really are.

## Confidently Capable (IQ)

We’re leaders in tech excellence. Our voice conveys authority (without arrogance) and demonstrates how we’ll help our partners level up their conversational customer experiences.

Useful, not boring

Simple, not confusing

Data-driven, not arrogant

## Wholeheartedly Human (EQ)

We’re a true partner that thinks carefully about the people at the end of our products. Our writing sounds like it’s coming from a real person, with real understanding of what makes people tick.

Empathetic, not presumptuous

Relatable, not over-casual

Original, not try-hard