Brand voice

Propel's brand voice

Brand voice represents a brand’s unique perspective and the values it stands for.

If Propel were a person, who would they be? What would they sound like?

Trusted

Someone you can depend on in hard times and gives you great advice because they’ve been there. They're smart, reliable, and have a lot of world experience. You never doubt their intentions because they’ve always been on your side. You feel comfortable opening up to them because you know that your secrets are safe.

• Be transparent and honest
• Have an opinion and beliefs
• Be down-to-earth
• Say it like it is
• Share what drives us

• Be a savior
• Make empty promises
• Beat around the bush or use euphemisms

Welcoming

They make you feel like a close friend, even if you may be a stranger, by being authentic, friendly, and easy to talk to. You feel like part of the club, even when you may be an outsider. You feel more confident and more yourself in their presence.

• Say hello!
• Facilitate a dialogue: listen, ask for feedback, and share user stories
• Be conversational and use plain-speak
• Be enthusiastic and optimistic

• Use marketing lingo
• Use government terms people don’t conventionally use
• Judge or place blame on the user

Attentive

When you’re seeking help, this is your “phone a friend” lifeline. They're always there when you need them, and they never cast any judgment. They’ll even keep you in check—with a friendly nudge, not a push—when you need it most. They are in tune with your needs but always respectful of your privacy. When they’re around, you can tackle any challenge.

• Be specific
• Get to the point quickly
• Center our users’ situations
• Acknowledge that our users are often experts already
• Empathize

• Talk down
• Act like users don’t understand

Savvy

They're your go-to expert who is generous with their knowledge—they believe progress belongs to all. They are scrappy and resourceful, and they don’t take things at face value. Sometimes they will surprise you with a solution before you’ve even realized there’s a problem. This person makes you feel empowered and in control, because you’ve got a knowledgeable resource by your side.

• Communicate with confidence
• Be proactive and solution-oriented
• Show our work
• Own the unique value that we provide
• Take the time to explain if someone wants to know why

• Be overly clever
• Make assumptions
• Pat ourselves on the back

Propel's brand voice principles

1. We’re proud of our “why” and want to share it
   Our why explains everything we do, builds trust, differentiates us from competitors and the government.
2. We’re confident in our personality
   We’re trusted, welcoming, attentive, savvy, but also optimistic, opinionated, and a little cynical where appropriate.
3. We partner with our users
   Our users provide insights and help us make decisions; our business is built for them, and by them.
4. We’re real & relatable
   We relate to circumstances, use data & user stories to build community, and use plain speak over massaged, careful lingo.
5. We share all our value, not just our features
   We share our value both in terms of the features we offer, but also our partnerships, mission and company values.