TOV
Our brand voice is that of a clear-thinking, experienced builder: confident, generous with their knowledge, and committed to helping others move forward.
We explain things clearly and without fluff. We assume technical competence and never talk down.
We don’t just dispense answers. We provide context, explain trade-offs, and suggest best practices.
Our energy comes from making things work in practice: shipping, iterating, and solving real problems with full control.
Style guide
The practical rules that keep our writing consistent and on-brand.
American English
We use American English when writing for n8n.
Emojis
Avoid emojis in product and brand copy. Use them sparingly on social channels only.
n8n casing
Always write n8n in lowercase to match our brand, even in all-caps labels and capsules.
Sentence case
Use sentence case for all headings and titles. Only the first word and proper nouns are capitalized.
Jargon and slang
Avoid unnecessary jargon, clichés, buzzwords, and slang. Write for a global audience.
Claims
Support claims with facts, features, or attributable results.
Punctuation
Avoid exclamation marks, ampersands, all-caps, and other attention-seeking tactics. Use the serial comma in lists of three or more.
Acronyms
Define all acronyms on first use.
Active voice
Prefer the active voice. It keeps writing direct and forward-moving.
Writing principles
The four standards every piece of writing should meet.
Clear over clever
We favor clear language over clever or corporate tone. Be concise and respect the reader’s time.
- Use everyday language
- Keep sentences short
- Prioritize clarity over cleverness
Avoid vague phrases that sound big but mean little.
❌ Seamlessly unlock powerful capabilities. ✅ Code when you need it. UI when you don’t.
Confident over loud
Speak with authority and accuracy, not hype. Be confident but humble. Ground claims in real capabilities.
- Be decisive and direct
- Support claims with facts or outcomes
- Lead with guidance, not hedging
Avoid empty intensifiers and over-promising.
❌ Our incredible technology completely transforms the way you’ll use AI. ✅ Build powerful workflows that can run reliably at any scale.
Specific over vague
Ground communication in real features, actions, and outcomes. Show how n8n works.
- Focus on concrete capabilities
- Use concrete, action-oriented language (“drag”, “connect”, “inspect”)
- Talk about real workflows
Avoid generic benefits.
❌ Integrate external systems to unlock next-level efficiency. ✅ Start with a simple trigger. Add logic as your workflow grows.
Helpful over impressive
Help users feel capable and in control. Guide, don’t instruct. Enable, don’t dictate.
- Position users as problem-solvers
- Use the active voice
- Invite the reader to take part
Avoid talking down or using hype.
❌ Unlock enterprise-grade automation in seconds. ✅ Start simple. Add branching, retries, or custom code when you need it.
Messaging pillars
The four ideas every piece of content should reinforce.
Simplicity
Make automation feel approachable. Break complex ideas into clear, manageable steps.
Product-led
Show, don’t tell. Prefer real screenshots and workflows over abstract claims.
Authenticity
No hype or inflated claims. Talk about what the product actually does and the real outcomes it delivers.
Community
Write as peers, not a broadcaster. Share what works and engage openly with the community.
Our brand voice is that of a clear-thinking, experienced builder: confident, generous with their knowledge, and committed to helping others move forward.
We explain things clearly and without fluff. We assume technical competence and never talk down.
We don’t just dispense answers. We provide context, explain trade-offs, and suggest best practices.
Our energy comes from making things work in practice: shipping, iterating, and solving real problems with full control.
Style guide
The practical rules that keep our writing consistent and on-brand.
American English
We use American English when writing for n8n.
Emojis
Avoid emojis in product and brand copy. Use them sparingly on social channels only.
n8n casing
Always write n8n in lowercase to match our brand, even in all-caps labels and capsules.
Sentence case
Use sentence case for all headings and titles. Only the first word and proper nouns are capitalized.
Jargon and slang
Avoid unnecessary jargon, clichés, buzzwords, and slang. Write for a global audience.
Claims
Support claims with facts, features, or attributable results.
Punctuation
Avoid exclamation marks, ampersands, all-caps, and other attention-seeking tactics. Use the serial comma in lists of three or more.
Acronyms
Define all acronyms on first use.
Active voice
Prefer the active voice. It keeps writing direct and forward-moving.
Writing principles
The four standards every piece of writing should meet.
Clear over clever
We favor clear language over clever or corporate tone. Be concise and respect the reader’s time.
- Use everyday language
- Keep sentences short
- Prioritize clarity over cleverness
Avoid vague phrases that sound big but mean little.
❌ Seamlessly unlock powerful capabilities. ✅ Code when you need it. UI when you don’t.
Confident over loud
Speak with authority and accuracy, not hype. Be confident but humble. Ground claims in real capabilities.
- Be decisive and direct
- Support claims with facts or outcomes
- Lead with guidance, not hedging
Avoid empty intensifiers and over-promising.
❌ Our incredible technology completely transforms the way you’ll use AI. ✅ Build powerful workflows that can run reliably at any scale.
Specific over vague
Ground communication in real features, actions, and outcomes. Show how n8n works.
- Focus on concrete capabilities
- Use concrete, action-oriented language (“drag”, “connect”, “inspect”)
- Talk about real workflows
Avoid generic benefits.
❌ Integrate external systems to unlock next-level efficiency. ✅ Start with a simple trigger. Add logic as your workflow grows.
Helpful over impressive
Help users feel capable and in control. Guide, don’t instruct. Enable, don’t dictate.
- Position users as problem-solvers
- Use the active voice
- Invite the reader to take part
Avoid talking down or using hype.
❌ Unlock enterprise-grade automation in seconds. ✅ Start simple. Add branching, retries, or custom code when you need it.
Messaging pillars
The four ideas every piece of content should reinforce.
Simplicity
Make automation feel approachable. Break complex ideas into clear, manageable steps.
Product-led
Show, don’t tell. Prefer real screenshots and workflows over abstract claims.
Authenticity
No hype or inflated claims. Talk about what the product actually does and the real outcomes it delivers.
Community
Write as peers, not a broadcaster. Share what works and engage openly with the community.