Our brand is all about ‘smart choices’. While we have different approaches to express it, our tone should be consistent, making sure we sound unmistakably us. This isn’t just about marketing and advertising — we use our tone of voice when we’re writing anything that comes from OLX, including at the customer centre, on our social media, or on our platform.
Don’t worry. ‘Smart’ doesn’t mean we’re boring or robotic. Even when we’re being our most helpful, we’ve still got loads of personality. We’ll go into detail below, but in general, remember this simple rule:
We want everyone to do well with OLX. Imagine your best friend was on the site; you’d show them the best stuff, give them your insider knowledge, but be ready to step in if they were procrastinating!
Help people help themselves, by making everything sound simple and achievable. Emphasise ease and speed, and split long information into digestible chunks.
We’ve got lots of useful knowledge that needs sharing. But instead of bossing people around, we make our advice sound like cheeky tips from a friend – a heads up it’d be silly not to take advantage of.
We want to celebrate the smart choices our worldwide community makes on OLX every day. Whether it’s a savvy deal, a rare find, or just some extra cash they’ve made; let people know when they’ve nailed it.
This might be a gentle nudge in the right direction, or a poke to get moving – it all depends on your market! Use positive language and a ‘can-do’ attitude.
We should always be helpful, encouraging and supportive with our tone of voice. Here are a few great examples.
Anything digital has the danger of sounding cold, distant, and dry – especially when there’s a lot of information to take in. Let’s bring our platform to life with human quirks.
Be warm and chatty, explaining things how you would in real life. For a quick check, read your writing aloud once you’re done. If it doesn’t sound like something you’d say, try rearranging the sentence or swapping out a formal word. (A bit of local slang works too, as long as it’s polite.)
Smart doesn’t mean boring. It’s important we’re clear and simple, but there might be a livelier way to say something. For instance, instead of ‘Test the app’, we might say ‘Try us out!’
Our audience is hugely varied across our different markets — in mindset, cultural context, and needs; Make sure you tailor your message to what will resonate with people in your country.
Our brand is full of personality, and we shouldn’t shy away from who we are. We’re confident, charismatic, and sometimes provocative. Don’t be afraid to show it off.
Our brand is full of personality — so let’s show it off whenever we speak. Here are a few great examples.
We’ve got a few additional rules which go for everything!
When creating empowering communications, don’t be clichéd or cheesy. Always be authentic and realistic, and never make exaggerated claims.
