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
Bold
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.
Arrogant, dismissive, cocky
Direct
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.
Rude, blunt to the point of being clinical
Motivational
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.
Fake hype, self-help guru vibes
Expressive
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
Flowery, wordy, over-the-top
Transformational
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.
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
Product launch
"Win new markets"
"Design your approach"
"Craft your victory in untapped markets"
Client Advisory Board Meetings/ Awards
"Champions of change"
"Architects of growth"
"Build your championship revenue engine"
Webinar/ Workshop series
"Overcome any obstacle"
"Reimagine the solution"
"Transform challenges into creative breakthroughs"
Keynotes/ Executive events
"Pioneer the future"
"Invent what's next"
"Forge new paths in field selling"
4. Language framework
Power verbs (Hero-Creator fusion)
Action Category
Hero Verbs
Creator Verbs
Blended Usage
Starting
Launch, Embark
Design, Craft
"Design your launch strategy"
Building
Strengthen, Fortify
Create, Construct
"Construct unbreakable customer relationships"
Achieving
Win
Innovate, Invent
"Innovate your way to victory"
Growing
Rise, Advance
Expand, Evolve
"Evolve into market leaders"
Leading
Champion, Pioneer
Inspire
"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
