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.
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.
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 is a world with more small businesses that do good while doing well.
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.
Bold, dynamic brands, businesses, and individuals
thrive on social media — more engagement, more connections, more sales, more results
creating quality software solutions that solve problems and make social media management, analytics, engagement, and commerce smoother
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.
We seek to fully understand our customers. What are their joys, their challenges, their highs and lows? We value this understanding because we’re here to solve problems and make social media better.
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.
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.
Buffer would be the type of person you’d love to grab coffee with.
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.
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.
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.
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