Brand Personality
All videos, docs, articles have a personality. Ideally this personality should be consistent and unified across all content types.
It should be aligned to our values, which are: ownership, growth, and integrity. But for content we can add some more values like fun and simple.
Where to Use the Brand Personality
Make it clear that this personality should influence:
- Website copy (homepage, landing pages)
- In-product UX copy
- Marketing emails
- Blog content
- Video scripts
- Social media
- Customer support replies
- Internal docs (optional, but builds team culture)
Communication Style
Smart, not academic
We explain things clearly without overcomplicating them or flexing vocabulary.
✘ “This asynchronous paradigm facilitates parallel execution.”
✓ “This runs in the background so your app doesn’t freeze.”✘ “This approach utilizes dynamic multithreading to optimize latency.”
✓ “It’s fast, because the CPU runs the processes in parallel”
Concise, not wordy
We keep things concise and clean, and reduce filler or unnecessary words.
✘ “Please complete authentication process to proceed.”
✓ “Log in to continue.”
Factual, not woo-woo When making a statement, it should be backed up with facts.
✘ “This will help you launch 2x faster.” ✓ “We we’re able to go from idea to app store in 3 days.”
Friendly, not overfamiliar
We’re human, not corporate. But we don’t call people “buddy.”
✘ “Hey there, friend!”
✓ “Welcome! You’re in.”
Cool, not trying too hard
We’re confident and stylish in how we communicate, but we don’t chase trends or force personality.
✘ “🔥 This feature slaps harder than your favorite playlist!”
✓ “A clean interface. A faster workflow. That’s it.”
Confident, not cocky We trust our ideas and don’t hedge too much. Say it like it matters.
✘ “You might find this useful.”
✓ “Removing stripe notifications was a key part of maintaining sanity.”
Fun, not silly Our humor comes from timing and voice, not emojis and gimmicks.
✘ “Prepare for awesomeness overload! 🚀🐱✨”
✓ “We didn’t overengineer this. For once.”