Welcome to Buffer Brand Kit
Get to know the core foundation of the Buffer brand, learn what we stand for and what makes us unique. Pick up, look through, and fully understand our brand.
Who we are
Buffer helps innovative brands leave their mark on the world. We have 7M+ users and 75K businesses who trust us to help with social media management, visual marketing, and audience growth. The foundation of our business is our relationship with our audience and their connection to our brand.
Our mission
Our mission is to provide essential tools to help small businesses get off the ground and grow. Through exceptional customer service and uplifting content, we help businesses believe they can succeed and do good along the way.
Our vision
Our vision is a world with more small businesses that do good while doing well.
Why we are here
We are here to help
Bold, dynamic brands, businesses, and individuals
...to
thrive on social media — more engagement, more connections, more sales, more results
...by
creating quality software solutions that solve problems and make social media management, analytics, engagement, and commerce smoother
Quality
We create pixel-perfect experiences for our customers because we value their time and attention. Quality breeds trust. Attention to detail brings respect. Love and care build bonds (we hope!). Our customers inspire us to hit a high bar with everything we produce. If it’s not good enough for them, it’s not good enough for us.
Compassion and empathy
We create pixel-perfect experiences for our customers because we value their time and attention. Quality breeds trust. Attention to detail brings respect. Love and care build bonds (we hope!). Our customers inspire us to hit a high bar with everything we produce. If it’s not good enough for them, it’s not good enough for us.
Buffer has made sharing our story and building our brand on social media so much easier.
Luis Cancel, Managing Editor
On social, we need to be fast, efficient, and intentional. Buffer allows us to be exactly that.
Liz Gillis, Digital Marketer
For a marketing team with a lot on our plates, Buffer is a crucial tool in our brand-building efforts.
Troy Petrunoff, Marketing Manager
Buffer makes it easy for us to monitor all of our engagement and strengthen the connection with our audience.
Rodrigo Hyago, Social Media Content Manager
Buffer saves us, literally, hours and in turn helps us spread our message even further.
Joe Loria, Content Manager
Buffer has made sharing our story and building our brand on social media so much easier.
Luis Cancel, Managing Editor
On social, we need to be fast, efficient, and intentional. Buffer allows us to be exactly that.
Liz Gillis, Digital Marketer
For a marketing team with a lot on our plates, Buffer is a crucial tool in our brand-building efforts.
Troy Petrunoff, Marketing Manager
Buffer makes it easy for us to monitor all of our engagement and strengthen the connection with our audience.
Rodrigo Hyago, Social Media Content Manager
Buffer saves us, literally, hours and in turn helps us spread our message even further.
Joe Loria, Content Manager
Generosity and transparency
We share everything in the hopes that our experience can be helpful to others. We give freely in order to help our customers work smarter, learn faster, and grow stronger. Generosity and transparency are our way of giving back, acknowledging all that our customers have given us and committing to pay it forward.
Authenticity
We seek to bring our whole selves to work and to create genuine relationships with our customers and our audience. The real-er, the better. We want the same level of freedom and independence for our customers so that we can share in their joys and their successes.
Voice and tone
What is voice?
Voice is constant.
You have the same voice all the time, but your tone changes. There is lots of nuance to the distinction between the two, but we choose to see it in broad strokes. The Buffer voice is a constant. The tone with which we write should vary based on the context, the medium, and the empathy we're sharing with the other person.
Buffer's voice is...relatable, approachable, genuine, and inclusive. We speak with clarity. We strive for expertise. Our goal is to fully understand the needs of the other person (customer, user, reader, listener) and to deliver delight, assurance, direction, or love as appropriate.
- Relatable
- Genuine
- Inclusive
- Approachable...but not smarmy
- Clear...but not curt
- Informed...but not certain
What is tone?
Tone is fluid. We choose our tone based on empathy and context.
Buffer's tone varies, based on the situation. We let empathy inform our tone.
By default — and whenever appropriate — Buffer's tone is friendly and positive. The way we speak encourages people to tell us more, and it invites people to get to know us. Because of this, we take a conversational tone with our writing: no big, dictionary words, just everyday talk that is easy to understand. We seek to inform rather than entertain. We don't want to be the center of attention; we feel like our customers deserve the spotlight.
Many specific elements of Buffer tone come from How to Win Friends and Influence People.
Our vision is a world with more small businesses that do good while doing well.
- The only way to get the best of an argument is to avoid it.
- Show respect for the other person’s opinions. Never say, “You’re wrong.”
- Talk in terms of the other person’s interests.
- Make the other person feel important - and do it sincerely.
- Let the other person feel that the idea is his or hers.
- Try honestly to see things from the other person’s point of view.
- Be sympathetic with the other person’s ideas and desires.
- Ask questions instead of giving direct orders.
- Let the other person save face.