Tone of voice

Our personality

Competence

CAKE.com builds its identity on the foundation of efficiently simplifying workflows and positioning itself as a knowledgeable and reliable choice in the productivity space.

Our tone

Our tone is bold, human, and purpose-driven.

We lead with confidence and edge, provocative enough to stand out, but never careless. Humor is used to make us feel approachable and alive.

Once we’ve earned attention, we shift gears: simple, helpful, and focused on the user. It’s a balance of personality and precision. Underdog energy with expert delivery.

Every word serves a purpose.

Voice types

Voice of God

The truth-teller, the guru. Confident. No questions or exclamation points. No some, maybe, just a few here. There is a lot of I and we language. Longer cadence, advanced vocabulary, and a serious tone. Voice of God worries most about the vocabulary used. 20 – 30 words per sentence. It’s more like writing a book than an email. Care more about the message than the length. We’re talking true experts here.

Underdog

Higher vocabulary due to the more specific industry language, and a higher stage of awareness. Underdogs are fighting for something. Small brands fighting to be seen. Underdog is all about the tone of how the brand approaches the topic. The voice reflects the worldview. It’s a humble voice with a moderate vocabulary, and a moderate to long cadence and a moderate vocabulary. Relatable. Emotion is humor.

Words that fit the brand

New terminology

We build the tools shaping the new era of work.

CAKE.com is the brand leading digital-first work. We’re not just changing how you work; we’re forging the new language of work. Ditch the office, embrace the workspace. Leave the manuals behind, introduce flow. Suite sounds ancient, workspace is new norm.