nCino Brand Voice Guide

As nCino scaled globally and acquired multiple companies, our brand voice felt inconsistent and fragmented across touchpoints—from campaign copy to product updates. We needed a unified voice that reflected our evolving identity and resonated across diverse audiences.

My Goal

Create a clear, actionable Brand Voice Guide that would:

• Define a cohesive voice for nCino

• Improve consistency across teams and channels

• Enable writers and non-writers to communicate clearly and effectively

• Support marketing campaigns, product messaging, and corporate communications

My Approach:

To support a company-wide brand repositioning, I led the development of a unified voice and tone guide that brought consistency, clarity, and personality to our content. I began by auditing over 100 pieces of content across departments and interviewing stakeholders in Marketing, Product, and CX to uncover inconsistencies and gaps. Drawing on competitor research and internal insights, I defined our brand voice—Confident, Clear, Human, and Curious—and tailored tone guidance for different channels, from social to customer communications. I partnered with Design to bring the guide to life visually and rolled it out with hands-on training, office hours, and a dedicated Slack channel to drive adoption and support across teams.

Results

• Voice adopted across marketing, product, and executive comms

• Reduced content edits and review cycles by streamlining tone expectations

• Became a foundational resource for our website redesign and flagship campaigns

• Enabled faster, smoother onboarding for freelancers and new team members