Kevan Lee’s style guide for Buffer outlines a clear and consistent approach to written communication, ensuring the brand maintains a personable and engaging voice. It distinguishes between “voice” and “tone,” where “voice” remains constant as the brand’s personality, while “tone” adapts to different contexts. The guide emphasizes keeping content approachable, relatable, and human-centered.
Inclusivity and customer-focused communication are central themes, providing guidelines on how to use language that is welcoming and empathetic. The guide encourages writing that builds trust and clarity, helping Buffer maintain a cohesive and authentic brand presence across all platforms.
