Voice and Tone
Learn how to apply the Teradata voice and choose the right tone for what you're building, whether it's an experience, an in-product help article, or reference documentation.
Voice is our identity
At Teradata, we have a brand voice that is courageous, confident, dynamic, and compassionate. Our voice needs to be the same across the brand and products because we're all working toward the same goal: building connections with our customers and users.
While we keep a unified voice across Teradata, our focus in product content is to deliver on the promise made by marketing. That requires an experience-focused strategy for voice and tone so we can speak consistently and make connections with target audiences throughout the different stages of the user journey.
Teradata character and voice attributes
Think of the Teradata character as a trusted guide with these voice attributes:
Simple and reliable
Our target audiences are business analysts, data scientists, data engineers, and IT administrators who work at large enterprises. We are a reliable solution to their data needs, making sure they always know what our product is about, what it does, and how it can help them.
Our users have technical expertise, but we don't expect them to know how to use our product. So, when we speak, we keep it simple and easy to understand.
Confident and knowledgeable
As a leading data analytics and warehouse company, we are confident and knowledgeable. We're determined to help our users achieve their goals, big and small. We deliver the right information to the right person at the right time.
Empathetic and transparent
We understand handling data work is complex and can be frustrating. When errors or other undesirable results occur, we're determined to help our users navigate the challenges with empathy and transparency.
Voice principles
It's about them, not us
Teradata exists for our customers and users. We design for moments of truth. Those are the times when our users are most receptive and when we'll have the most impact on their experience.
Do: "Your work on the data pipeline has really paid off."
Don't: "Congrats on the pipeline success! We at Teradata are always happy to help you streamline your work."
A moment of truth calls for specific details such as numbers or examples that reflect meaningful business results worth recognition. Avoid broad statements and tooting our own horn.
Focus on the jobs to be done
Speak about the user's jobs to be done by using relatable and familiar language to help them achieve their goals.
Do: "Give your team access — Create the first database admin who can then add additional roles and permissions."
Don't: "Create a database admin — Use the credentials you set up previously to create a database admin."
When introducing a workflow that may not be familiar, speak about the job to be done before introducing the task.
Speak simply
Our users are busy. Speak in a simple, clear, and straightforward way that helps them move forward.
Do: "Create a database admin"
Don't: "What's next? You've set up an environment. Now it's a good time to create database admins."
Omit unnecessary words. Avoid rhetorical questions that ask the user to think rather than act.