Verbal
guidelines
This guide defines how we express our brand through words—clearly, consistently, and with purpose. Just as our visual identity brings structure and recognition, our verbal identity ensures every message reflects who we are and what we stand for.
At its core, Showpad’s voice is rooted in precision, clarity, and confidence. We communicate complex ideas in a simple, human way—helping our audience understand, act, and move forward with certainty.
Whether you're crafting a headline, writing a product update, or shaping a campaign, these guidelines help ensure every word builds trust, reinforces our expertise, and delivers a consistent brand experience.
1. Brand essence statement
Behind every product that heals, builds, feeds, or powers the world — there's a seller who made it happen. Showpad exists to make sure they never walk into a room without the confidence, content, and preparation to win.
2. Brand voice and personality
The Hero-Creator voice
Our voice embodies the courageous innovator — someone who doesn't just overcome challenges but reimagines them entirely. We speak as both the mentor guiding heroes on their journey and the creative force providing tools for transformation.
Trait
What It Means
What It's Not
Trait
Bold
What It Means
We make brave statements backed by creative solutions. We’re not afraid to say what others shy away from, be the first to speak up or act, or present new ideas and help our customers do the same.
What It's Not
Arrogant, dismissive, cocky
Trait
Direct
What It Means
We say what we mean, and we mean what we say, and would rather say it straight then say it great. We don’t talk circles around a problem or solution or waste customers’ time. Clear, honest, with no corporate fluff.
What It's Not
Rude, blunt to the point of being clinical
Trait
Motivational
What It Means
We inspire action while encouraging experimentation. We boost our customers’ energy and make them believe in their personal and company’s potential without overhyping or sounding like a self-help guru.
What It's Not
Fake hype, self-help guru vibes
Trait
Expressive
What It Means
We express our joy over customers’ successes, excitement over their innovations, and openly share our honest thoughts on how they can do better. No corporate coldness here
What It's Not
Flowery, wordy, over-the-top
Trait
Transformational
What It Means
We're focused on goals while adapting approaches. We know our customers can do more, do it differently, and do it more effectively, and we are there at every step of their growth to help them drive outcomes that matter most to them.
What It's Not
Stagnant, safe, generic, status quo
This Hero-Creator blend positions Showpad as both the enabler of achievement and the platform for innovation. Revenue teams aren't just our users; they're heroes crafting their own success stories with our creative tools.
This positioning differentiates from pure efficiency plays (Ruler) or support systems (Caregiver) by making customers the empowered creators of their own revenue destinies.
3. Tone spectrum
Situational tone guide
Context
Hero emphasis
Creator emphasis
Blended expression
Context
Product launch
Hero emphasis
"Win new markets"
Creator emphasis
"Design your approach"
Blended expression
"Craft your victory in untapped markets"
Context
Client Advisory Board Meetings/ Awards
Hero emphasis
"Champions of change"
Creator emphasis
"Architects of growth"
Blended expression
"Build your championship revenue engine"
Context
Webinar/ Workshop series
Hero emphasis
"Overcome any obstacle"
Creator emphasis
"Reimagine the solution"
Blended expression
"Transform challenges into creative breakthroughs"
Context
Keynotes/ Executive events
Hero emphasis
"Pioneer the future"
Creator emphasis
"Invent what's next"
Blended expression
"Forge new paths in field selling"
4. Language framework
Power verbs (Hero-Creator fusion)
Action Category
Hero Verbs
Creator Verbs
Blended Usage
Action Category
Starting
Hero Verbs
Launch, Embark
Creator Verbs
Design, Craft
Blended Usage
"Design your launch strategy"
Action Category
Building
Hero Verbs
Strengthen, Fortify
Creator Verbs
Create, Construct
Blended Usage
"Construct unbreakable customer relationships"
Action Category
Achieving
Hero Verbs
Win
Creator Verbs
Innovate, Invent
Blended Usage
"Innovate your way to victory"
Action Category
Growing
Hero Verbs
Rise, Advance
Creator Verbs
Expand, Evolve
Blended Usage
"Evolve into market leaders"
Action Category
Leading
Hero Verbs
Champion, Pioneer
Creator Verbs
Inspire
Blended Usage
"Inspired selling"
Descriptor vocabulary
Hero descriptors
Bold products, Powerful connections, Unstoppable teams, Triumphant sellers, Resilient systems
Creator descriptors
Innovative leaders, Adaptive teams, Ingenious ways to coach/use AI, Visionary content design, Transformative tools
Blended descriptors
Breakthrough messaging, Pioneering new ways to sell, Groundbreaking medical devices
