Tone & Voice

The Coupa brand is much more than logos or typefaces. Our brand reflects our company’s community, experiences, values, and goals. The first step to helping us build a stronger brand is understanding what we’re all about.

Our brand voice captures our culture and values. It speaks to our mission to co-innovate solutions with our stakeholders to maximize the value of trillions of dollars of business spend and create positive change.

Everything we do, every innovation, every decision, is about ensuring customer success. It’s about creating value for our community in their own performance and purpose.

We empower organizations to use our platform to make their spend more effective and sustainable. Only Coupa drives greater value through a unified platform and the power of community.

Defining Our Brand Voice

We talk with our audiences in their language, not in tech jargon. Our customers are in the center of everything we do.

Honest

• Information is accurate and complete
• Shows knowledge of appropriate solutions
• Reflects our values

Helpful

• Empathetic, encouraging, and intuitive
• A supportive partner to our customer community, employees, and the places where we live and work

Motivating

• Solutions-oriented and optimistic
• Deep knowledge of our platform benefits
• Engaging and supportive

Authentic and Has Heart

• Fun, friendly, imaginative, lighthearted, humble, plainspoken, warm, familiar, and inclusive.

Setting the Right Tone

Know Our Audience

If our voice is what we say, our tone is how we say it.

Our voice is the true north for how we communicate our brand. It should stay constant and true to our values.

Our tone, on the other hand, can flex to the audience, medium, and situation. Tone should adapt to what your audience needs in the moment.

Perhaps they have time to explore, engage, and play. Or maybe they have a problem that needs a quick solution. Always tailor our tone to the particular situation at hand.