This document provides guidelines for communicating the brand and tone of an internet service provider called Belong. The key messages are that Belong focuses on community, simplicity, being easy to use, and being good. It aims to nurture neighborhoods and help residents connect both online and in the real world. The brand essence and core value proposition center around the idea of belonging - it feels good to belong, and customers can be part of their network and neighborhood.

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5. HELLO

11. ‘Improving how people experience the world’

12. DIGITALFIRST

13. TO CREATE A WORLD CLASS DIGITAL BUSINESS
PURPOSE

14. AT THE HEART OF THE DIGITAL FIRST STORY IS
THE NOTION THAT A BETTER EQUIPPED AND
CARED-FOR EMPLOYEE WILL BETTER
SERVE OUR CUSTOMERS

15. DIGITALFIRST

16. WORK LIFE

17. EMPLOYEE CUSTOMER

19. CONNECTION EMPLOYEES PLACE PLAY COMMUNICATION TIME RECHARGE

20. DIGITALFIRST

21. RE-CHARGE

22. RE-CHARGE
RE-CHARGE
(SOLAR CHARGED BAND)

23. RE-CHARGE
(SOLAR CHARGED BAND)
• RE-CHARGED
• HEART RATE
• BLOOD PRESSURE
• TEMPERATURE
• MOOD

24. WORK
LIFE
CONNECTED

25. BAND 1 SPACE

26. BAND 1 SPACE

27. UNIFIED HUB PLATFORM

28. 5
People on
your floor
ride there
bikes to
and from
work like
you do.
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30. INNOVATION

31. THE MECHANISM

32. THE MECHANISM

33. INNOVATION FACTORY
INTRAPRENEURSHIP –RAPRENEU
R&D CROWD SOURCING –ROWD SO
INNOVATION CULTUREON CULTU
EMPLOYEE
CROWD SOURCE
EVALUATE
REWARD FILTER

36. X

37. PL>YOLD / NEW /

38. REC

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56. TONE OF
VOICE DOC
DESIGN
ASSETS/
LOANS
LANGUAGE
PLAYBOOK
EMAIL
FOOTER
PPT
TEMPLATE
BRAND
GUIDELINES
IT CVP
+
EVP
TELL THE IT STORY CONSISTENTLY
The outcome is a toolkit of consitent assets that will work hard for the entire IT team.
to Simplicity + Consistency
PRESENTER
GUIDELINES

58. BELONG™ BRAND GUIDELINES_V1 ©2013

63. TONE OF VOICE / BRAND LANGUAGE

64. COMMUNITY.
This is at the heart of what makes Belong different from
every other broadband provider. It is the first chance that
customers can participate with a brand in helping shape
the offer and services. It is about nurturing neighbourhoods
and helping it’s residents connect, online and in the real world.
We should encourage sharing, the local businesses, the parks
and schools. Our vision that Belong becomes owned by the
neighbourhoods we operate in. In this sense, we need to be
the champion for local activities.

65. SIMPLICITY.
This should be self-evident. Don’t complicate things. But do
acknowledge that some people like detail; so always make
sure there’s a path or link to further information. Simple also
eludes to easy. This is not about dumbing down so be careful
not to be condescending. Many of our customers are technically
quite savvy.

66. EASY.
This is as much about experience as tone of voice. But like
simplicity, we should always make things easy for customers
to do and understand. Easy is also an attitude. We can be
easygoing but never slack. Simple but never stupid. It’s Easy.
Approachable but never corporate. Friendly but never intimate.

67. GOOD.
Good is more than product delivery or performance. It’s about
being good people. Whenever we have the chance to help, we
should. Good is about value. It’s not being cheap. We know for
a fact if customers have a good experience then cost doesn’t
become an issue. We should be a beacon of good in the
community. Customers have the chance to post all the good
stuff in their neighbourhood & so our brand should support that.

68. CVP / ESSENCE
BELONG.

69. CVP
IT FEELS GOOD TO BELONG
Talks to the human truth of belonging
We make it easy to Belong

70. ESSENCE
THIS IS MY NETWORK
THIS IS MY NEIGHBOURHOOD
BE PART OF IT