NOTE: WORK IN PROGRESS!!!
Communication

The  playful  language  of  smart  rebels

Whilst being fun & creative, we have to keep messaging on brand. We use these guidelines as a blueprint to clearly communicate how & why we do what we do.

Our Persona

Redbrain, as felt by the world

The goal of all marketing is to champion our people and our innovations. We put our people, our knowledge & successes at the centre of all of our human-led content.

  • We’re bold, confident & intelligent.
  • We emphasise the wins, but stay humble.
  • We’re authoritative thought leaders, but we’re constantly learning.
  • We’re witty, but never silly.
  • We don’t let our personality get in the way of the technical details.
  • We don’t let the technical details dry up our personality.
  • We’re charitable and care about the communities in which we live and work.
  • We don’t have opinions on politics or religion.
  • We use creative language, rather than profanities.

For internal communications, we're everything we project to the outside world, but in addition…

  • We’re informal, but care about the details.
  • We’re fun, playful and (sometimes) a little bit silly.
  • We celebrate each other’s wins as much as our own.
  • We relish competition and get fired up for a battle.
  • We encourage respectful discussions about any topic.
  • We sometimes swear for emphasis, but not at each other.
Messaging Rules

Redbrain, as heard by the world

We follow these rules to maintain consistency of our messaging and to improve efficiency in internal communications.

  • We're UK based...

    We use British spelling and grammar in all of our communications.

  • ...but we're an international company

    We avoid using localised slang or phrases that would not be understood by an international audience.

  • ...and we love connecting across borders

    We translate localised content and use local currencies for our audiences in other countries.

  • ...engaging with the world positively

    Use positive phrasing when communicating about Redbrain’s services

    ‘Stop losing money on Paid advertising’

    ‘With Redbrain, you can get more revenue and sales more quickly’

  • ...especially our partners

    When communicating about the benefits of working with Redbrain, direct the benefits to the customer as much as possible, using language such as ‘you’ and ‘yours’

  • ...because our success is driven by our partner’s success

    In external communications when referring to Redbrain, our main role is as a ‘Performance Partner’ or ‘Performance-based Online Shopping Partner’

  • ...and it's our job to clearly communicate “why us?”

    Use short, simple sentences and bullet points or ordered lists to emphasise multiple benefits.

  • ...to get retailers on board

    For consistency, we always refer to our customers as retailers, partners or retail partners. We don't use merchants, sellers, traders or any other terminology.

  • ...and give everyone confidence in our performance

    Be keen to shout about our successes, in monetary figures.

    "In 2021, Redbrain earned £833m in incremental sales for our retailers"

Brand Rules

Redbrain, as a brand

We follow these rules to maintain consistency of our brand.

  • RedBrainRedbrain

    Redbrain is a compound noun, but anyone caught using its bicapitalised form (RedBrain) will be humanely disposed of.

  • We are Redbrainers

    Collectively, our people are called Redbrainers. We can be referred to as 'a team', 'a tribe' or 'a gang' of 'smart rebels'.

  • RB? Lol

    Feel free to abbreviate to 'RB' for internal use only. Externally we always use 'Redbrain'. And we don't use lol.

Our Target Audiences

Redbrain, to our partners

Our external communications are with three main audiences:

Role

Leading internal marketing and affiliates within the retailer. They will be in charge of decision making around partners, networks, campaigns and budgets.

Challenge

May need additional information to share with superiors in order to justify allocating budget to Redbrain

Our solution

Redbrain will only charge retailers on a CPA basis, meaning that the retailer does not take on any risk and only pays for sales they get.

Our Messaging Pillars

Redbrain, in essence

The core themes of our messaging:

Our team is filled with smart people who work at a high performance level, committed to making our customers the superheroes in their businesses.

Our main goal is always to help our customers succeed - it's what we judge ourselves on and how we hold ourselves accountable to our partners. All messaging should reflect that our customer success is at the forefront of our decisions.

Approved Messaging

Redbrain, in examples

Redbrain is Google's #1 shopping partner in Europe and a global CSS player. We combine smart tech, AI and a team of specialists to deliver online sales.