Voice
What we say, and how we should say it.
We have four voice pillars. Four things we try to be some combination of in all our communications: helpful, relatable, encouraging and passionate.
Whether we’re pointing someone in the right direction, eliciting a smile, or even making their day, we try to do a whole lot of good with what we say.
Our voice is the personality of our brand and, used consistently, will be the heart of all our communications. It is, then, very, very important. But whether we’re being emotional or matter-of-fact, provocative or helpful, we stay true to our voice principles. Put another way: our mood will change, but our personality should not.
Our Personality Traits
Helpful
Relatable
Encouraging
Passionate
People come to Badoo to meet other people, and it’s our job to make that as easy and as seamless as possible. They shouldn’t have to navigate muddled metaphors, hyperbolic language, or over-promises on their journey to get there. Our place, especially in product, is often that of the helpful tour guide, pointing the way but knowing that if we get too in the weeds, we’ll lose people.