Updated September 2023

Voice Attributes

Our brand is how we show ourselves to the world, from our outward appearance, demonstrated by our design philosophy, to how we speak and choose our words. All are linked to give people a sense of who we are and what we stand for in the world.

The four qualities below describe the distinctive character of our voice that we want to show the world. 


We write to excite, engage and get our message heard. We explain complex technology in clear, direct terms. We use analogies, metaphors and clever turns of phrases without slipping into clichés and jargon.


Our words speak to individual customers personally and respectfully. We write to make complex ideas approachable.


We are a brand of action; we use active voice whenever possible. We communicate our dedication to progress with optimism and passion for the future.


We are empathetic and understanding. We are conversational and clear, with words like “you“ and “us.” We speak to a variety of personas and industries, in multiple channels. Know your audience and use their language.

Tone, Voice, Approach

When we communicate, let’s show that we understand our audiences’ needs, motivations and challenges. Some things to keep in mind:

Conversational copy is the best way to create content that engages, entertains and educates.
“Is it time to upgrade and run your analytics in the cloud? We understand it’s daunting.”

Instead of talking to an industry, speak to a person. 
“The only thing more valuable than data is your data scientist’s time.”

Don’t just talk about product features and functions. Express how the product benefits them personally.
“Viya ensures that all your models go somewhere quick rather than nowhere fast.”

Be bold and assertive with our technological abilities to deliver. 
“The quickest way from a billion points of data to a point of view.”

Explore how to use metaphors creatively instead of speaking in technical terms.
“Every business runs on data. SAS Viya is how you sprint with it.”

SAS Style Guide for Business Communications

The guide provides writers and editors of business communications a method for ensuring consistency in the way we present our company, our brand and our software solutions to the world. We consult this style guide when writing any marketing, promotional or business-oriented materials.

SAS Style Guide for Diversity and Inclusion

Use these suggested guidelines when writing for an inclusive audience. The Inclusive language is free of words, phrases or tones that reflect prejudiced, stereotyped or discriminatory views about a group of people.

Marketing Lexicon

A brief guide to how we use marketing terminology internally. Make sure we’re all speaking the same language!