SIILI® BRAND BOOK

We skip empty promises. Siili is the partner of choice if you want to make your vision real.

To us, an idea is just a dream if it isn’t made real. We innovate by doing, not by envisioning. We are not dreamers – we are doers.

This attitude should be visible in our writing everywhere. That we are on a quest to understand, strategize, plan, code and bring to life your visions.

We’d rather do stuff than write on whiteboards.

These guidelines are not principles of what to say, but how to say it. In a constantly changing world where concepts and ideas change by the hour, these principles only guide how we phrase our conversations, not how we think. 

For example:

We always talk from human to human and at eye level.

We are honest and authentic and we avoid exaggerations and lofty unsubstantiated language.

We write with a solution-oriented doer’s mindset.

We are professional and confident but always in an easy-going and approachable way.

We are nice.

Human and authentic

Honest and straight-forward

Solution-oriented with a doer’s attitude

Confident in a friendly tone

Simple and clear in our writing

Professional but easy-going

Playful in a smart way

Positive

Talk in futuristic terms and exaggerations

Use techy, internal jargon and buzz-words

Focus too much on details

Be too modest

Boast about achievements

Write about things unrelated to our core subjects

Point fingers at anyone, including competitors

Be silly or try hard to be funny

Sound knowledgeable by being complex

We say it like it is without any need to exaggerate what we do. What we do is already great and interesting in itself. Our passion is what makes it interesting.

We focus on our solutions, both past ones and the ones we are currently creating. It’s not a question of “if we can help” but “how we will help”.

Being down to earth doesn’t mean that we can’t be proud of and confident about our work. We do great things and it’s perfectly fine to point that out.

We never point fingers at competitors or boast about any upper hands we might have, even if it clearly is so. We always aim at being approachable in any situation and invite constructive conversations with everybody.

Avoid

Using unnecessary descriptions of technologies that a professional audience is familiar with is condescending and off-putting.

Better

Not action oriented. It’s happening now and our customers should know when to react.

Best

We always show our side of a subject and make it personal with a clear opinion to the subject. We remove unnecessary words and go to the point. We help our customers turn this technology into impact.

Avoid

Descriptive, impersonal and repetitive text is boring. Just stating what could potentially be done and not what we, as a company, will in fact do is not showing a doers attitude.

Better

We always emphasize a “can” over a “will” or “could”. We involve ourselves in the subjects. We work with our clients, not for them.

Best

We speak human. We avoid all unnecessary complexity and filler words and take ownership of our solutions. Simple and straight-forward.

Avoid

We do not need to point out who we are. We spend time on delivering our view on subjects, not on introductions. We avoid faceless factual statements with no emotion.

Better

We aim to make it personal and clear of what to expect from us.

Best

We are proud of what we do. This is a perfect example of the Siili doer’s mindset. For us innovation is not a topic, it’s something you do – something you craft.