Brand Guidelines
WeDance is a participatory platform transforming how dance communities connect, create, and thrive together.
1. One‑Page Brand Blueprint
| Element | Summary |
|---|---|
| Brand Name | WeDance |
| Mission | Unite the global dance community and organize dance information through technology, making every dancer, artist, and organizer feel seen, supported, and empowered — no matter where they are. |
| Vision | World that is open, welcoming, and empowering for dancers and anyone who dreams of becoming one — even if they’re just taking their first step into the scene. |
| Core Promise | We empower dancers, organizers, and artists to create unforgettable experiences — together, joyfully, and with full ownership of their journey, thanks to the technical possibilities we create. |
| What | A participatory dance platform offering event discovery, partner finding, online payments for dance offers and products. |
| How | By providing intuitive tools and open systems for organizing, connecting, and growing — all backed by trust, transparency, and community-powered engagement. |
| Why | To spread the joy of dance and help global communities self-organize. |
| Values | Our core team values are Reliability, Empowerment, Collaboration. And we nurture them by doing the following activities: research and planning, providing tech and advice, and helping each other. |
| Audiences | Social Dancers, Event Organizers, Dance Artists & DJs, Venue Owners, Community Leaders, Culture Curators. |
| Personality | Playful • Friendly • Empowering • Innovative • Joyfully Rebellious |
| 20‑Year Roadmap | 5 yr: #1 choice for DJs, musicians, dancers in 5 countries. Events launched in 48 hours. 10 yr: Event platform used across 10+ countries; becomes a best-practice reference. 15 yr: #1 online dance school, 1B views/year; "WeDance" becomes the default answer to "Where can I dance?" 20 yr: Community produces 100 dance films & 100 books — WeDance becomes the cultural memory of global dance. |
| Competitive Edge | No other platform unites discovery, community trust, monetization, and decentralized growth across dance styles and beyond — all in one joyful, open-source toolkit. Plus: token-powered engagement, localized micro-universes, and white-label expansion for any niche. |
2. Core Brand Promise
To empower dancers, organizers, and artists to create unforgettable experiences — together, joyfully, and with full ownership of their journey.
3. Top 3 Values & Definitions
| Value | Definition | Example in Practice |
|---|---|---|
| Reliability | We build trust through accuracy, transparency, and consistency. | All events are verified and curated by community leaders before they’re listed. No ghost socials, no missing links. |
| Empowerment | Enabling each other to grow, take ownership, and contribute with confidence. | We provide advice, tools, and encouragement so everyone can lead and make decisions. |
| Collaboration | We treat every user like a dance buddy, not a number. Working together with trust, respect, and shared responsibility. | We openly share knowledge, plan together, and jump in to support teammates when needed. |
4. Audience Personas
- “Egor” – The Dance Newbie
- Profile: 25 y/o creative professional who’s always wanted to try dancing. Feels intimidated by studios and doesn’t know where to start. Scrolls Instagram dance reels, but hasn’t taken a class (yet).
- Goals:
- Find beginner-friendly classes or drop-ins nearby
- Feel welcomed and safe — not judged or overwhelmed
- Try different styles before committing to one
- Maybe make new friends through dance
- Frustrations:
- Info is scattered, studio websites are confusing or outdated
- Doesn’t know what level she is or what to expect
- Nervous about going alone and being the “worst one in the room”
- Message: “WeDance makes it easy to start dancing — find chill beginner classes, welcoming teachers, and good vibes near you. No pressure, just fun.”
- “Umberto” – The Social Dance Freak
- Profile: 29 y/o urban kiz & bachata fan who travels to festivals monthly. Loves social dancing but struggles to find quality events and partners in new cities.
- Goals: Discover reliable parties & classes anywhere she travels; find safe, skilled partners with similar vibe. Make money by promoting events.
- Frustrations:
- Can’t tell if an event will have good music, crowd, or vibe.
- Wastes time scrolling messy chats or outdated Facebook events.
- Feels awkward arriving alone, especially in new cities.
- Can’t find partners who match her style and boundaries.
- Too many last-minute cancellations or sketchy details.
- Message: “WeDance helps you find the best events and trusted partners — no sketchy WhatsApps, just pure social joy.”
- “Obi” – The Event Organizer
- Profile: 36 y/o Latin dance promoter who runs weekly socials and two annual festivals. Loves community, hates admin chaos.
- Goals: Simplify event setup, reach new dancers, monetize more efficiently.
- Frustrations:
- Juggling too many tools (spreadsheets, Eventbrite, DMs, etc.).
- Hard to promote beyond the same local WhatsApp bubble.
- Low turnout despite big effort — unclear why.
- Admin tasks take time away from community building.
- Struggles with ticket tracking, no-shows, and handling cash.
- Message: “WeDance gives you tools to launch and run your event in a day — ticketing, promotion, analytics, all in one smooth flow.”
- “Yarima” – The Dance Artist / Instructor
- Profile: 31 y/o fusion instructor/DJ who teaches regular classes and performs at festivals. Wants to build passive income and grow her audience.
- Goals: Sell online content, promote gigs, connect with studios & organizers in new cities.
- Frustrations:
- Teaching and traveling full-time leaves little time to grow online.
- Posting on socials doesn’t always convert to bookings or income.
- Has no central place to share content or get discovered.
- Gets invited to festivals last-minute or underpaid.
- Hard to collaborate with studios or organizers in other cities.
- Message: “Whether you’re teaching, performing, or remixing — WeDance helps you earn, share, and shine across the global scene.”
5. Brand Positioning Statement
For community-minded dancers and organizers
who are tired of scattered information and closed systems,
WeDance is the participatory dance platform
that connects, empowers, and scales local dance scenes
because it’s built with community values, transparency, and open tools.
6. Brand Personality
The Creator (Primary Archetype)
Motto: “If you can imagine it, you can build it.”
WeDance empowers people to co-create dance scenes, events, and experiences. From festivals to local socials, dancers become the builders.
🎨 Expression. Innovation. Ownership.
The Jester (Secondary Archetype)
Motto: “If I can’t dance, I don’t want to be part of your revolution.”
Fun is fundamental. Humor, energy, and playfulness are woven into the voice and UX.
🎉 Joy. Lightness. Connection through movement.
The Hero (Supportive Layer)
Motto: “Where there’s a will, there’s a way.”
WeDance helps local heroes (organizers, teachers, scene-builders) make magic happen — fast.
💪 Empowerment. Drive. Make big things happen.
Final Mix:
- 80% Creator – the builder, innovator, visionary
- 15% Jester – the playful, energetic soul of the party
- 5% Hero – the empowering force behind action and ambition
We’re not:
- The Ruler (too top-down)
- The Sage (too academic)
- The Caregiver (not nurturing in a soft way)
Personality Vibes:
- 🎨 Creative
- 🎉 Playful
- 💪 Empowering
- 🌍 Community-first
- 🚀 Boldly ambitious
7. Competitive Landscape
We’re more expressive than Facebook, more local than Eventbrite, and more empowering than Instagram.
8. Key Messaging Pillars
Dance Without Borders
“From Tokyo to Berlin, find your next favorite party.”
Powered by Community
“We don’t just list events — we co-create them.”
Make Moves, Not Just Posts
“Less scrolling, more dancing.”
Start Something Big
“Launch a local scene or full-on festival. We got you.”
9. Tone‑of‑Voice Cheat Sheet
| Dimension | Do… | Don’t… |
|---|---|---|
| Playful & Friendly | “Ready to tear up the dance floor this weekend? 🎉” | “Attend our upcoming session on rhythmic locomotion.” 🙃 |
| Energetic & Hype | “Throw your own festival in 48 hours — yes, really.” 💥 | Make everything sound like a boring admin task. |
| Inclusive & Real | “New? Nervous? Perfect. Everyone starts somewhere — let’s groove.” 🫶 | Talk down to beginners or use exclusive, cliquey language. |
| Casual & Conversational | “Your next dance partner might be one swipe away 💃😉” | “Utilize platform functionalities for optimized engagement.” 🤖 |
| Purposeful & Empowering | “Own your scene. Build something beautiful with your community.” 🌍 | Overpromise fame, money, or perfection. |
10. Tagline Options
- "Built by dancers. Made for you."
- "Your dance world, all in one place."
- "Less scroll, more soul."
- "Move together. Grow together."
- "Quit Facebook. Join WeDance."