Mailchimp

Mailchimp brand character: the expert absurdist

Our voice is a differentiator for our brand. And it helps us bring our brand character—the Expert Absurdist—to life.

• Expert: We possess ingenuity, skill, and resourcefulness. We have the business acumen and intelligence to execute with precision.
• Absurdist: We’re always subverting the expected and going against convention. We’re radical, strange, and compelling.
• The Expert Absurdist: We have the vision and audacity to risk the new, build the extraordinary, and advance the unthinkable. Plus, we have the capability and drive to bring that vision to life.

Mailchimp voice principles

These principles guide how we use language to express our brand identity externally.

Clear communicator

We communicate clearly by being concise and direct. However, when we need to provoke emotion or break down a complex topic, we don’t compromise the information by speaking too plainly.

Empathatic persuader

We persuade with tried-and-true, precise solutions to customers. Because we’ve been a small business too, we’re empathetic, especially when communicating business priorities.

Confident expert

A confident expert actually makes the difficult easy—not just “look easy.” Confident expertise develops through trial and inevitable error, coupled with success. As confident experts, we not only guide people and “demystify B2B” as translators, but we also inspire them to want to be their best. We make Mailchimp an urgent, exciting priority.

Real person

When we’re real and tell it like it is, we establish trust in our relationships and conversations. Communicating like a real person allows us to be concise and believable. The data shows that clear, human conversations versus sly humor are needed in the product.