Voice

Hudl’s voice is our personality put into words. Our voice should be present in any of our written content, whether it’s a social media ad or a piece of product microcopy, throughout every stage of the customer journey.

While the individual traits that form our personality aren’t exclusive to Hudl, together they create our unique voice. 

We are:

• Human
• Energized
• Guiding
• Empowering

We’re people, not robots. 

This is our most dominant trait for a reason — no matter what we’re trying to communicate, we should say it con­ver­sa­tion­al­ly. Try reading what you write out loud to confirm it sounds like a human said it. 

How relatable are we?

“Human” is:

• Conversational
• Approachable
• Self-aware
• Understanding
• Attentive

“Human” is not:

• Chatty
• Trendy
• Affectionate

Sports are exciting. So are we.

As a sports technology company, our voice should reflect the energetic environment we work in. This trait is especially present in top-of-funnel marketing content (like social media), but be sure to read the room. Certain topics and com­mu­ni­ca­tions will call for downplaying this trait.

How expressive are we?

“Energized” is:

• Hyped
• Excited
• Fun
• Lively

“Energized” is not:

• Wacky
• Eccentric
• Exaggerated
• Flashy

We’re here to help.

We’re committed to giving our audience the tips and tools they need to take their game to the next level. Since Hudl is the industry-leading platform, our audience should feel they can rely on our expertise, whether they just heard about Hudl or have used our products for years. 

How helpful are we?

“Guiding” is:

• Honest
• Reliable
• Helpful
• Educational
• Opinionated

“Guiding” is not:

• Insistent
• Commanding
• Indifferent
• Prescriptive

We believe in the trans­for­ma­tive power of sports.

It’s not just about getting the most points — it’s about growing as a team or an individual. Sports have a big impact on our audience’s lives, and our voice should reflect that. 

How moti­va­tion­al are we?

“Empowering” is:

• Inspirational
• Encouraging
• Confident
• Motivational

“Empowering” is not:

• Sentimental
• Effusive
• Profound

Humor helps us sound more relaxed and con­ver­sa­tion­al, and it helps make our content more engaging and memorable. Don’t be afraid to lighten the mood or engage with humor — we want our audience to feel an emotional connection to our brand.

But while humor helps us write like humans, use it responsibly. We want to be seen as a reliable source of information, and cracking too many jokes could hurt our credibility.

Awareness-level marketing content is a great place to incorporate humor and grab our audience’s attention. Educational content and in-product copy? Not so much. If you’re trying to choose between cleverness and clarity, go with clarity. 

Lastly, keep the ​“fun” in funny — we never make jokes at someone else’s expense, whether it’s a single person, group of people or even another brand. Look at your content from every angle. If you feel like you need to write ​“just kidding” after you make a joke, it might be interpreted as more mean-spirited than funny.