Voice and Tone

I've always been blown away by Mailchimp's design aesthetic. In my opinion, they're a web app that has always led with the best user experience through intuitive, fun, and eye-catching design. 

Little did I know, however, that there is a reason this happened. It's because THEY CARE immensely about their perceived brand voice and tone.  

They care so much so that they publish an in-depth MailChimp Content Style Guide

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This voluntary section of their website explains what their company represents and how they maintain their branding through strict guidelines. 

Some key takeaways?

Mailchimp's brand voice is:

  • Human
  • Familiar
  • Friendly
  • Straightforward

And they attribute good content to content that is:

  • Clear
  • Useful
  • Friendly
  • Appropriate
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Give your brand a voice!