Verbal Identity

Principles for messaging and content.

Brand Platform

brand experience

Messaging Framework

Our platform line gives us a flexible framework that clarifies and elevates our brand promise while creating an emotional connection. It allows us to speak to all audiences and enable them to imagine their world, secured.

Experience your ________, secured.


______________________, secured.


Platform & Product
______________________. Experience your world, secured.

Brand Level

How it works
At the brand level, "world" changes depending on the audience we're talking to and their highest-order priorities.


Experience your ________, secured.


Who it's for
Brand-level communication is for everyone. We speak broadly to the potential and transformation we enable, the worlds we make possible, the outcomes we secure.


Experience your ________, secured.
Experience your future, secured.
Experience your growth, secured.
Experience your workforce, secured.
Experience your cloud, secured.
Experience your transformation, secured.
Experience your world, secured.

Solutions Level

How it works
At the solutions level, we can swap out everything but "secured." What comes first are the outcomes enabled by Zscaler's solutions.


______________________, secured.


Who it's for
Solutions level communication is for customers and partners. We can speak more specifically to our solutions pillars and the outcomes we enable by describing the world we enable.


Your hybrid workforce, secured
Seamless remote access, secured.
Simpler branch and cloud connection, secured.
A new world of cloud and mobility, secured.
Faster application access from anywhere, secured.
A world without data breaches, secured.
Accelerated transformation, secured.

Product Level

How it works


At the product level, we speak to outcomes in a way that positions Zscaler as the bridge between the past and future. The headline can be paired with our platform line and sub-headline, as needed, depending on the execution.


______________________. Experience your world, secured.


Who it's for


Example personas + product
Product-level communication written for personas + products (or platform). We construct headlines with a CTA first, and then describe the outcomes we enable, with simplicity. Subheads outline the transformation we make possible and how we make them possible (product/platform).
Reach your transformation goals faster.
Move from legacy infrastructure to life-changing innovation with the Zscaler Zero Trust Exchange.
Security (CISO)
Safeguard your cloud-first enterprise.
Move from firewalls to freedom with the Zscaler Zero Trust Exchange.
Networking (CTO)
Create tomorrow's corporate network, today.
Move from legacy hub-and-spoke architecture to secure, any-to-any connection with the Zscaler Zero Trust Exchange.


Security Practitioner
Secure your entire digital experience.
Move from firewalls and VPNs to a cloud security platform that stops the most sophisticated threats with the Zscaler Zero Trust Exchange
Stop ransomware in its tracks.
Reduce your attack surface and disrupt every stage of a ransomware attack from the industry's most comprehensive ransomware protection with the Zscaler Zero Trust Exchange.


Networking Practitioner
Reimagine your network infrastructure.
Move from legacy architecture to a zero trust foundation for a better user experience with the Zscaler Zero Trust Exchange.
Simplify your costly branch offices.
Move from legacy hub-and-spoke architectures using MPLS and VPNs to efficient and scalable direct-to-cloud security with the Zscaler Zero Trust Exchange.

Voice and Tone

What are voice and tone?

Voice is Zscaler's personality. It's the way we speak and carry ourselves at all times.

Tone is an expression of our personality. It's a natural modulation of our voice, changing slightly for different channels, instances, and contexts.

voice and tone

Be purposeful.

We write with purpose regardless of where we're communicating because we're a brand with purpose. We show up with the utmost intention and thoughtfulness, and everything we do is for a reason and without pretension. No word is ever wasted.

Purposeful means…
Substantial but not verbose.
Pragmatic but not complicated.
Authoritative but not unapproachable.

Be passionate.

We convey what's possible and always come from a place of unlocking people's potential and enabling their worlds. We're proud of this platform that we've built and believe in what it can do for businesses and users everywhere, and we let it be known.

Passionate means…
Aspirational but not naive.
Bold but not intense.
Curious but not tentative.

Be positive.

We lead with optimism—not fear or doubt—because we know that we're helping to foster a more secure workforce across the globe. This makes our communications more confident and proactive, allowing us to focus our efforts on solutions rather than issues.

Positive means…
Enthusiastic but not cliché.
Reassuring but not unrealistic.
Supportive but not pushy.

Be personal.

We write for real people with real needs. With empathy as a priority, we tailor our interactions to the user, ensuring that everything we say is relevant to their world.

Personal means…
Familiar but not presumptuous.
Attentive but not obsessive.
Warm but not inauthentic.

Be precise.

We always carry ourselves with credibility. When it comes to speaking about our technology and the cybersecurity industry at large, we pride ourselves on getting to the truth of the matter, down to the smallest detail. It’s how we’ve built our reputation as thought leaders.

Precise means…
Truthful but not mechanical.
Decisive but not inflexible.
Knowledgeable but not condescending.