Who we are 1 brand bible 2017
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Who we are1 brand bible 2017
CONTENTS
01 02
What is Badoo? 03-04
Badoo’s strengths and attributes05-06
Target personas and desired market position 07-08
Badoo’s personality and tone of voice09-10
brand bibleWHO WE ARE
What is badoo
03 brand bibleWHO WE ARE
mission statement and brand pillars
Badoo is the biggest dating network in the world where
anyone can meet someone
04
We’re providing a safe and fun place that’s within reach of everyone.
Promise
Mission With tech that can’t be matched, we want to make it easier to find someone who gets your heart beating faster.
What is badoo
05 brand bibleWHO WE ARE
mission statement and brand pillars
Badoo’s Brand Values
Taking a light-hearted, playful
approach
A safe and consistent platform
We’re proud about what we’ve achieved and what we’re doing
Dating open to everyone
Fun
Trustworthy
Bold
Inclusive
06
We’re providing a safe and fun place that’s within reach of everyone.
What is badoo
07 brand bibleWHO WE ARE
mission statement and brand pillars
Badoo’s truths
08
Brand truth
Product truth Our huge community of people is testimony to the success of our simple UX, yet varied, innovative tech.
Unlike other dating apps, we don’t restrict people to one thing or pigeon-hole anyone.
Market truth
A dating-focused platform that helps you meet and chat with new people.
Unlike other dating apps, we don’t restrict people to one thing or pigeon-hole anyone.
Badoo’s strengths and attributes
09 brand bibleWHO WE ARE
brand message
10
Bigger than dating
Badoo’s strengths and attributes
11 brand bibleWHO WE ARE
brand message
12
Badoo is for everyone. You can be who you want to be, meet who you want to meet and put yourself in complete control of your dating life.
There’s no other platform that has as many different people and as many different ways to go about finding them.
Why does being bigger matter?
On the biggest platform, there’s room to do your own thing
Badoo’s strengths and attributes
13 brand bibleWHO WE ARE 14
The biggest dating network in the
world
The most joined dating network globally. Within our huge, ever-growing community, you’re definitely going to find someone you connect with.
Even on the Underground without signal, on a plane 10,000 ft in the air or on the smallest of islands, you can always find someone on Badoo.
Unlike smaller dating apps, Badoo has the biggest variety of easy-to-use features to find the right person for you.
We have a 5-step verification process, involving real moderators at Badoo, to make sure you are talking to a real person.
Largest population
Unlimited Coverage Smartest
Safest
Brand position
15 brand bibleWHO WE ARE
scales (Desired Position)
16
Male
Young
Hook-up
Playful Serious
Marriage
Old
Female
Tinder
Tinder
Tinder
Tinder
Match
Match
Match
Bumble
Bumble
Bumble
Bumble
Badoo
Badoo
Badoo
Badoo
Happn
Happn
Happn
Happn
Badoo’s personality and tone of voice
17 brand bibleWHO WE ARE 18
Badoo’s Personality and Example Messaging
19 brand bibleWHO WE ARE
personality
Badoo’s Personality
20
Badoo’s personality and tone of voice
Badoo is that excitable friend who wants everyone to join the
party. We’re confident in ourselves and want others to
feel confident too.
BoldOptimistic
CheekyFunny
SincereRelevant
Badoo is
RudeJudgemental
Overly sexualisedPatronising
Divisive
Badoo is not
21 brand bibleWHO WE ARE
Tone of Voice
Another day, another 24 hours of opportunity
Optimistic
Swiping’s fun, but it’s not everything.
Playful
Long day? We hear you…
Familiar
Size isn’t everything, but Badoo’s the biggest
Funny
You have a heart, listen to it.
Sincere
There’s more people on Badoo than in the whole of America #trumped
Relevant / topical
Meet someone that’ll make your heart flutter.
Meaningful
22
Being alone is pretty soul-crushing.
I tried Badoo and now you should download it too.
There are 6 guys nearby that want to meet you right now
330 million chances to get some action
We’ll help you find a nice man.
You can’t choose everything (Trump), but you can choose your next date.
Love is in the air (Generally avoid the L word).
Negative
Pushy or salesy
Creepy
Overly sexualised
Patronising
Political / divisive
Corny
Badoo not Badootone of voice Badoo’s personality
and tone of voice
23 brand bibleWHO WE ARE 24
There’s someone for everyone.
We have everyone*.Now we’re just waiting for you.
*338,537,017 people worldwide at time of print
Meet someone that’ll make your heart flutter.
Love is in the air (Generally avoid the L word).
Badoo’s personality and tone of voice
25 brand bibleWHO WE ARE 26
Summary
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