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:

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. 

Last Updated: 27 May 2020 at 9:50am CDT