Brand Voice

We have drafted four guidelines for our public comms, which basically is relevant whenever any of us speak to anyone external.
Brand Voice Characteristics
Authentic, but never sloppy
We're people talking to other people. We're not formal, we write as we speak, in an engaging way. We're never misleading and try to interact with our users as we would with our friends, people who trust us.
  • We are approachable.
  • We are transparent as much as possible, on any current issues or bottlenecks we face.
  • Write and express ourselves in a formal way.
  • Hide away issues that the users might face.
Helpful, but not overbearing
We're enablers. Airbyte doesn't provide value out of the box. You need to leverage the data replicated to get some value. So we need to help our users become successful down the line, or they won't have any use for our pipelines.
  • Give advice on how they can build a better data stack.
  • Similar to the dbt slack, where you have a channel for #data-loaders, we shouldn't hesitate to create channels for other verticals that our users might have to use.
  • Help ensure users are successful with their end goals, while understanding and adapting to their context.
  • Ignore issues that are not related to Airbyte
  • Be too opinionated on how to be successful, and which tool to use.
  • Be bossy in any way
Fun, but not silly
We use humor but we're not silly. Our sense of humor is satirical and quick-witted. We would make a wry comment on a current event but we wouldn’t tell “Knock-knock” jokes.
  • Witty jokes and victimless humor. We're data engineers talking to other data engineers. And we're relatable and approachable people.
  • Childish jokes
  • Discriminatory / irreverent jokes
  • Rudeness whatsoever
Reliable, but not over-processed
We do what we say. We stand behind our platform, and our users can count on getting the information and support they need.
  • Be honest and direct.
  • Take responsibility for our mistakes.
  • Follow through.
  • Oversell capabilities.
  • Leave conflicts unresolved.
  • Fail to respond.
  • Add unnecessary processes that slows down projects and communication, internally and with users.
  • Rely on processes instead of common sense while dealing with other humans.