Introduction
Table of Contents
Welcome to our Brand Personality page! Here, you'll find detailed insights into GovDeals’ brand voice, tone, and personality attributes. Understanding our brand personality is crucial for anyone interacting with Liquidity Services to ensure consistency in our messaging and to strengthen our connection with our audience.
Our goals as a company are achieved through:
-
Exceptional Service
-
Superior Value Delivered
-
Extensive Solutions
-
Sustainable Impact
Our Purpose
The essence of the GD brand is to drive community value for our buyers and sellers by being a trusted partner and valuable resource for local and state government agencies and related entities.
Personality Attributes
Trusted
Credible, Dependable, Established
Supportive
Helpful, Contributory, Advisory
Intelligent
Qualified, Knowledgeable, Capable
Competent
Reputable, Trustworthy, Responsible
Reassuring
Encouraging, Inspiring, Freeing
Sustainable
Continuous, Renewable, Resourceful
Voice and Tone
Trusted Partner, Supportive and Honest, Intelligent and Competent, Professional and Reassuring, Clear and Informative, Adaptable and Sustainable.
Voice Guidelines
Emphasizing Reliability and Trustworthiness in All Communications
- Ensure all messaging, visuals, and interactions consistently convey GovDeals as a secure, transparent, and dependable marketplace for government surplus sales.
- Use clear, fact-based language that reinforces credibility, avoids exaggeration, and aligns with GovDeals' established reputation for integrity.
DON’T
GovDeals is the only guaranteed way to get the best deals on government surplus!" (Avoid unverifiable claims and exaggerated language that could undermine credibility.)
DO
"GovDeals has facilitated over $5 billion in government surplus sales, providing a secure and transparent platform for buyers and sellers for 20+ years."
Providing Clear and Honest Information to Help Stakeholders make Informed Decisions
- Ensure all content, including listings, marketing materials, and customer communications, is transparent, factual, and free of misleading claims.
- Avoid misleading language, hidden terms, or ambiguous statements—clarity and accuracy build trust and enable buyers and sellers to make confident, informed choices.
DON’T
"This vehicle is in great condition and a steal at this price—don’t miss out!" (Avoid subjective language and sales pressure that could mislead buyers.)
DO
"This vehicle is sold as-is, with no warranties. Please review the inspection report and contact the seller for additional details before placing a bid."
Demonstrating expertise and competence in the field
- Showcase GovDeals’ deep industry knowledge, proven track record, and commitment to best practices in government surplus sales.
- Use data, case studies, and professional insights to reinforce credibility and establish GovDeals as a trusted leader in the marketplace.
DON’T
"Nobody knows government surplus better than us—we’re the ultimate experts!" (Avoid boastful or claims that lack supporting evidence.)
DO
"With over 20 years of experience and partnerships with 15,000+ government agencies, GovDeals provides industry-leading solutions for surplus asset sales."
Tone Guidelines
Maintaining a professional tone while being reassuring and supportive
- Communicate with clarity, confidence, and professionalism while showing empathy and understanding for stakeholders' needs.
- Ensure responses are courteous, solution-oriented, and free of overly casual or overly formal language that may create distance or confusion.
DON'T
"Don’t stress! Just place a bid, and see what happens" (Avoid casual or dismissive language that may undermine professionalism and trust.)
DO
"We’re here to help. If you have any questions about the bidding process or need assistance, please reach out to our support team for guidance."
Communicating in a clear and informative manner without unnecessary complexity.
- Use straightforward, concise language to ensure all stakeholders can easily understand key information.
- Avoid jargon, overly technical terms, or lengthy explanations that may confuse or overwhelm the audience.
DON’T
"In order to engage in the bidding process, users must authenticate their credentials, navigate the auction interface, and input their monetary offer prior to the designated deadline." (Avoid overly complex wording that makes simple instructions harder to understand.)
DO
"To place a bid, log in to your account, find the item you want, and enter your bid amount before the auction closes."
Reflecting the Brand's Adaptibility and Commitment to Sustainability
- Showcase GovDeals' ability to evolve with market needs while promoting sustainable practices through the responsible resale and reuse of surplus assets.
- Highlight how GovDeals helps government agencies and buyers contribute to a circular economy by extending the life cycle of valuable resources.
DON’T
"GovDeals ensures that all surplus items are 100% eco-friendly and will never go to waste!" (Avoid absolute or misleading claims that overpromise the platform’s environmental impact.)
DO
"GovDeals connects organizations with buyers looking to repurpose surplus assets, reducing waste and supporting a more sustainable future."
Takeaways
Please think about tone and voice as a continuum. Get close, but don't overdo it.
We DO NOT expect you to fit every attribute and guideline into your writing. Follow your gut and ask questions.