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.

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Our mission

Our mission is to make it easier to build a remarkable brand on social media and connect with your customers.

Our vision

Our vision is a world where the path to social media success is clear and attainable for brands of every size, new and established, big or small.

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.

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

Why we are here

Brand pillars

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 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.

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.

Our personality

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.

Voice and tone

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.

  • 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.

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

It was very nice meeting you!

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