76. Big feelings about the word “hey”
There is something you should know about me.
I have never and will never begin an email with the word “hey.”
😵💫
This might be the oddest and least consequential ick in the history of icks, but such is my cross to bear. I have removed “hey” from every email I have ever proofread. I stop myself from “hey-ing” in DMs and texts. I notice every “hey” that lands in my inbox—not in a judgmental way, but in a curious way, like when you see your dentist at the grocery store. Strange. Unnatural. No thank you.
I know this compulsion sounds weird, and I will explain myself. I promise.
But rather than try to absolve myself of my personal “hey” traumas, I wanted to share with you why I’ve decided to steer into the skid and embrace it. Caring about something as trivial as a three-letter word might seem bizarre, but not so in the brand marketing world.
We care about the minutiae.
Sweating the details is actually worth celebrating.
It’s part of the job!
So while we can dither on whether “hey” is the hill anyone—even a brand marketer—should be dying on (spoiler: it’s not), the fact remains that brand marketing is a space where you’re encouraged to see the world a little differently, to pause and to fuss, to be particular.
What are the details that you sweat extra hard?
What are you meticulous about?
Let me tell why “hey” always catches my eye and why I’m a better brand marketer because of it.
The “hey” universe that I’ve built for myself
It all started with Ryan Gosling.
Several years ago, there was a Ryan Gosling meme that was making the rounds. No, not the Ryan Gosling won’t eat his cereal meme, which also shaped my sensibilities. It was the Ryan Gosling “hey girl” meme.
The meme is pretty simple: It is just a picture of Ryan Gosling with an overlay caption that begins with “hey girl” and then a statement that is complimentary or flirty, often feminism-affirming, or just plain silly.
From that point forward, I couldn’t help but notice all the “hey Kevan” in my inbox, and every time I read a “hey Kevan,” there was Ryan Gosling staring back at me.
So yes, one reason I don’t like the word “hey” as an email intro is because I don’t want my recipient to feel like I’m flirting with them like some Ryan Gosling wannabe.
But wait, there’s more! One of the most important lessons I took away from my time working at Buffer was the importance of clear communication, especially in the context of our globally-distributed, entirely remote, fully asynchronous team culture. Words carry context, some of which we know and understand quite plainly, but other context might be hidden by our unconscious bias or our cultural understanding or a language gap. Of course, there are much more charged or confusing words and idioms out there than “hey” (here is an important list). No one is crusading against the word “hey.” But my personal experience with the word and the imagined realities it can create were enough for me to be extra cautious of using it. For instance:
“Hey” can be read as shouty, stop-what-you’re-doing-and-pay-attention
“Hey” can be read as aggressive
“Hey” can be read as flirty (a la Ryan Gosling)
“Hey” can be read as friendly, sure
but it can also be read as overly friendly in certain contexts
A lot of salutations can be read in multiple ways, depending on the tone and inflection, but I have found “hey” to be the most open to different interpretations—some of which aren’t ideal.
What do I use instead? My default is “hi.” Sometimes I’ll go with “hello.” I’m a fan of “hiya” and “hi hi” and even the occasional “hey-o.” If you have ever emailed me with “hey,” please do not worry; I am not keeping a black book with names in it. Nor do I want to convince you to expunge the word “hey” from your vocabulary. The arc of the moral universe bends toward justice, but I don’t necessarily think it bends away from the word “hey.” This is a me thing.
But it’s a me thing that has taught me some valuable lessons about branding.
3 reasons why details matter for brand-building
Also at Buffer, I learned a great deal about the importance of high-quality work and attention to detail. At times, this was frustrating because I like to move fast, but in hindsight, the level of care for the Buffer brand—even if it meant an extra hour tweaking pixels or a half-day workshopping a blog post—really mattered in the impact we were able to achieve.
Nitpicking a word like “hey” is a microcosm of a broader emphasis on the care, quality, and consideration that great brand marketers give to their iconic brands.
Here are three reasons why this focus matters:
1. Details signal thoughtfulness
Every detail you choose (or ignore) sends a message. Being meticulous about language, design, and presentation signals that you care—not just about your brand but about your audience’s experience. People can tell when something has been thoughtfully crafted versus when it has been slapped together. And in a crowded marketplace, the brands that stand out are often the ones that take the time to sweat the small stuff.
When staying at a hotel recently, the cleaning staff wound up my tangle of charge cables and put a little branded organizer clip on each. I have thought about it every day since.
2. Details create consistency
When every touchpoint—from the words you use in emails to the way you format headlines—feels cohesive, your brand builds recognition and trust. Yes, this is permission for all you grammar police people out there to keep being you. It matters!
Tiny choices, like whether to start an email with "hey" or "hi," might seem inconsequential, but they add up to something bigger. A well-defined, intentional brand voice ensures that customers and audiences always know what to expect when they interact with you.
3. Details shape perception
Words carry weight. Colors evoke emotions. Fonts set a mood. Every little detail plays a role in shaping how people perceive your brand.
If you want to be seen as approachable, professional, quirky, or cutting-edge, the nuances of your branding should reflect that. Even a small thing, like a single word choice in an email greeting, can influence how someone feels about interacting with your brand.
Watch how a cohesive brand like Gusto reinforces its friendly perception through illustrations on its website and product pages all the way through the voice and tone—and wardrobe color choices—of its videos.
Over to you
So yes, my "hey" aversion may be unique to me, but it’s a good—extreme—example of why details matter in branding. Caring deeply about something small doesn’t make you nitpicky; it makes you intentional. Or so I’ve convinced myself!
What details do you sweat over?
It’d be great to hear from you in the replies or comments.
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