Voice and tone

Our brand voice represents who Cloudflare is in everything we write. Brand voice is informed by our brand values; it remains consistent and easily identifiable in all contexts.

We use our distinct, recognizable, and unique voice to maintain consistency across all forms of content and achieve the following:

• Communicate the value we bring to our customers
• Build trust through familiarity
• Differentiate Cloudflare from our competitors
• Increase recognition and awareness
• Express our personality

There are three primary qualities that define the Cloudflare brand voice:

1. We are for everyone. We pride ourselves on serving a global, diverse audience and communicate clearly and directly to ensure our content is accessible to all.
2. We are bold. We take a stand for what we believe in and share our point of view. We’re not afraid to challenge ourselves and our community to pursue solutions to big, long-term, real-world problems, and we openly share what we learn with the world.
3. We are helpful. We take our role as advisor and educator seriously. We share interesting research and technical innovations we are working on and supplement our technical expertise with timely, well-researched updates and analyses.

The table below provides guardrails around each dimension of our personality, ensuring that our voice remains clear and unified across all content. It should be used as a guide to bring our brand voice to life.