01 INTRODUCTION / TONE OF VOICE Brand Values 
 & Tone of voice If we want the amazing, unique and talented people who use our platform to feel reflected in what we do, then it is important for our copy to do just that. To have our brand PLAYFUL ORIGINAL values of being playful, original, relatable and reliable really shine through. Playful
 We hope to add bits of joy to your life by making the small moments memorable. We want to remind you to have fun and be delighted, even when life gets boring. There’s nothing a little confetti can’t help. Original
 We love to see what you come up with. Discord was originally built around games, until our users began to do the unexpected. Karaoke nights, math tutoring, podcast recording; we’ve seen endless, surprising fun. We celebrate and cherish the unique perspective every person brings to the world and to Discord. Relatable
 Every person deserves to feel heard, understood, and appreciated for who they are. We try and express a range of emotions so you feel comfortable talking with us. Let’s celebrate and chat about what you love over a cup of virtual tea.

 RELATABLE RELIABLE Reliable
 We listen. We’re honest. We are constantly working to gain your trust. We believe that being dependable, consistent, and acting with integrity is the foundation of great relationships. Our promise is that Discord just works, no matter the time, place, device, or planet you’re on. Maybe not the last one, but d we’re aspirational. or Disc 11