The purpose of this guide
Why does our brand matter?
Our brand brings to life who we are, why we’re here, and what our personality is like – so audiences can get to know us fast, recognise us and build a relationship with us.
It comes into play whenever we appear, whether we’re publishing our own magazine, hosting an event, posting on social media, designing an office interior or creating a user-first consumer service. It helps us make an impact, keep everything of the highest quality, and stay consistent.
What does the Brand + Marketing team do?
We’re guardians of the FiveAI brand, here to steer the way the business is presented. It’s our job to have a broad understanding of the business’s objectives, opportunities and constraints, as well as everyone’s wants and needs, and to use that insight to make considered decisions on behalf of FiveAI.
We evolve the brand strategically, to ensure it’s always driven by the right objectives and timelines, is true to who we are, and reflects the latest creative best practice across process, design, tone of voice and more.
We put that thinking into action, too, looking after our website, social channels, Medium blog, print publications, events and PR, as well as guiding our product’s look and feel.
What’s this guide for?
We all represent the FiveAI brand and tell the FiveAI story: in conversation, when giving a talk, or when creating a presentation. After all, our brand is ‘ours’ – it belongs to us all.
With that in mind, we – the Brand + Marketing team – wanted to give everyone the information and tools to help you represent FiveAI in the best possible way, to boost our brand’s impact and save you time.
Our brand is always evolving, along with our business. So keep checking back to make sure you’re up to date.
Our brand in action, with tips
Here’s what we say about ourselves.
Who we are
This is how we introduce ourselves. This statement captures our shared purpose. It’s visionary, inclusive, and all about harnessing the potential of deep tech to make the world a better place.
We use it on our website, on our social media channels, and in our brand intro video.
Why we’re here
This delves deeper into our purpose. It’s inspiring and practical – it tells audiences what we’re up to, what we’ll deliver and the difference our service will make.
This usually follows on from our introductory purpose statement.
What we talk about
When creating content, we focus on four core areas.
We only talk about what we’re experts in, what we believe, and what’s true. We’re rigorous and considered – it sets us apart.
How we express ourselves
Here’s how we bring our brand to life.
We’re inclusive and we welcome everyone.
We’re visionary, with huge ambitions.
We’re active – we get things done.
We’re experts, leading the industry.
And we’re good humans.
Our personality drives everything we create as a brand. It guides how we speak (our tone of voice) and how we look and feel (our visual identity). It comes directly from the business, from watching our teams at work and listening to our people.
How we speak
When writing for FiveAI, we make sure our language reflects our personality.
It flexes depending on who we’re speaking to and in what context, but it’s always conversational, emotive and honest. Our aim is to create connection and dialogue with readers.
How we look and feel
Our design work reflects our personality too. It’s friendly, optimistic, vibrant, considered and always puts the user first.
Guidance, tools and assets
Creating any presentation?
There’s a branded template.
Creating an external presentation?
There’s a branded template, with our brand intro upfront.
Looking for an up-to-date image or video?
There’s an asset bank.
Unsure how to answer questions about FiveAI?
There’s a messaging guide.
You’ll find all these and more by following the resources link on Slack.
Writing on behalf of FiveAI? Creating any design work? Hosting an event? Speaking to the press? Need something else? We’re here. Email firstname.lastname@example.org
Let’s help each other
We’re keen to meet with more teams across the business, to find ways we can learn from and help each other.
Want to talk about opportunities, or know more about our brand story, tone of voice or design guidelines? Got an idea, suggestion or story to share?
Find us on Slack, or email email@example.com