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- Bumble is so much more
than just a brand to us.

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It really is a mission based company

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and if we lose sight of our values

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or our users at any moment in time,

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then it's very easy for us to just

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become another brand.

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My name is Alex Williamson.

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I am Bumble's Chief Brand Officer.

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(upbeat music)

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When you are starting out
and branding a company,

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the best advice that I would give you

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is to think of the brand as a person

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or a character and let that person

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or character have an opinion.

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Let them have a strong voice

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and don't compromise that for anything.

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The more relatable and
authentic you can be,

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I think people are tired of traditional

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branding and advertising

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and want to see their selves in their

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inner most thoughts in these brands.

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We were the first app of its kind

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where women were in control

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and so how do you get women involved?

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You create a relatable voice that

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women will want to be apart of

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and that a lot of that
was just pulling together

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all of the stories that I've heard

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and where my friends were
in their dating lives

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and where I was in mine

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and then making that a collective we

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and that's how the
voice really came about.

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And I think that so many people

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need things to be perfect

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and perfect can so keep
you from getting anywhere.

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I could list thousands
of times that people,

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you know, that something could have been

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perceived as a mistake,

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but really it's just once you think

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of them as learnings

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and you pivot and you don't
get so stuck on something,

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options are really limitless,

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but you have to be willing to be scrappy

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and move fast and change your direction

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without ever compromising your mission

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and what you're trying to accomplish

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and I think that that leads everything.

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If you know what you're trying

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to put into the world,

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don't compromise that because some

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shiny opportunity comes along.

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You have to stay true to what you're doing

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and then that's how you build a following.

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People have to believe in it

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and if you don't believe
in what you're building

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and you don't stand strong in that purpose

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and the truth of it,

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then you really are at the risk of

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losing your company to whatever

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seems popular at the time.

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I think in order to create something

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with staying power you have to constantly

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be checking in with the brand

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and with the company

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and making sure that it's staying in line

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with everything that you set out to do.

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(upbeat music)