Brand voice in user onboarding microcopy

Onboarding goes beyond teaching functionality — it’s also a great chance to boost brand awareness and build trust with users.

Start by listing the key features that impact user interactions. If you're introducing a new feature, outline how it improves the user experience. This helps you focus on the core values you want to highlight, delivering them with your brand’s voice. For example, if your audience is young adults (18-21), your tone can be bold and playful with jokes. For an older audience, like baby boomers, a more respectful and formal tone works better.

If your product targets a global audience, choose a tone that appeals to all groups. Here are a few simple rules for a great brand voice:

• Use a conversational tone. Avoid boring or jargon-filled text. Listen to how users talk about your product and match that language.
• Be concise. Keep onboarding text short, aiming for 5-8 words per sentence and 1-3 sentences per tip.
• Be respectful. Always use language that respects people of all races, religions, genders, and backgrounds, regardless of your brand's voice.