Weave Brand Guidelines

This resource
is for you.

This resource is for everyone at Weave. Because how we tell our story—and where we tell our story—is up to all of us. Will you be creating ads that use the Weave color palette? Maybe. Do you know what a typeface is? Possibly. Will you be shooting photography? Probably not. Though you may not be using every guideline within this document every day, you’re part of the Weave story every day. Whatever your role is here, you get to help tell our story. So we’re super glad you’re here.

Reminder: Any external communications need to be reviewed by the Marketing and Legal teams prior to release.

A brand needs substance, a way to connect emotionally with their audience, and ideas that resonate.
The most interesting brands, like people, are principled and deep.

- Debra Fleury
Principle, Altitude

The role of brand identity

A brand is more than a logo. It’s more than a color palette. A brand is how we tell our story across every touchpoint.

Effective brand identity provides a central, unifying idea and guidelines that help align all behavior, actions and communications. Our identity expresses itself in every touchpoint of our brand and becomes intrinsic to Weave’s culture. It’s embraced by everyone internally, and can be both seen and felt by those experiencing it externally.

And here’s the kicker: A brand cannot simply speak to minds. It must also capture hearts. This is how we create experiences that people want to take part in. This is when storytelling comes to life.

You may have the greatest bunch of individual stars in the world, but if they don’t play together, the club won’t be worth a dime.

- Babe Ruth

Around here, we know what it’s like to be a small business. We started out as one. It all began with a desire to help a dentist fulfill his dream of building and growing a practice.

So we mean it when we say, “we are for small business”. Because we understand that we all started out somewhere like that—with a dream of building something. A dream of doing big things. It’s the entrepreneurial spirit that drives small business owners every day. They’re building something personal. They’re serving and solving problems in our local communities. They’re our neighbors. They own the shop down the street. We all know them well. They got into business to put their ideas and skills out into the world and make a big impact. They are the lifeblood of our economy. And despite the name, there is nothing small about what they are trying to do.

We’re here to help them fulfill their dreams. We exist to help make what they do much easier. To help things run more smoothly. We take care of many of the critical things that can cause headaches when running a business, so they can focus on doing what they do best. What we provide is game-changing and unique. There isn’t anything else out there that can help small business owners grow their business and bring their dreams to life like the Weave platform.

Our customers—these local businesses with big aspirations—are the most important part of what we do. It’s why we make what we make. It’s why we show up every day. At Weave, we are for small business.

Weave
core values

These are the core values that describe the people within Weave. They are the principles that we live by and that we keep top of mind. We strive to embody these values in everything we do, and in how we treat each other and those whom we serve.

Stay hungry

We remain HUNGRY and are never satisfied with the status quo. We are constantly blazing new trails and innovating the very best solutions. We volunteer for the hard things, knowing that the only easy day was yesterday. We’re always asking questions and always trying to improve, knowing that our failures keep us moving onward and upward.

Care more

CARING deeply about those around us—including our customers, our community, and each other—is just what we do. We believe everyone is important and should be treated with respect and courtesy. We value diversity of people and thought and strive to be kind and inclusive in all of our interactions. We know that true innovation happens when everyone has the opportunity to succeed and feels valued for their contributions.

Think creatively

Getting CREATIVE can solve a lot of challenges. We know that great ideas can come from anyone at any time. We go out beyond our circle and get involved. We ask questions and we’re curious about the world around us, finding inspiration everywhere. We pay attention to the little things. We constantly challenge the old in order to make things better. We are scrappy and resourceful, and we never settle for ordinary.

Do the right thing

We treat this business as our own, and we hold ourselves and each other ACCOUNTABLE for the goals that we set. As owners, we act with integrity and honesty in all of our interactions and strive to do the right thing for our people, our customers and our community every day. We help one another, we speak up when we have concerns, and we understand that no problem is too small or too out of our scope to help tackle it.

The customer
is everything

We are laser-focused on our CUSTOMER and care deeply about serving small businesses everywhere. They are the lifeblood of our company, our communities and our economy. We continually innovate the very best products and services with one thing on our mind: our customer.

Weave
brand attributes

These are the attributes that the Weave brand represents across every touchpoint. They are the personality traits and characteristics people can see as an inherent part of our brand. Attributes they can feel and sense when they experience Weave in any way—from our people to our marketing to our products, and everything in between.

We’re down to earth. We’re approachable and friendly. We’re personal. We speak like humans (no jargon) and aren’t overly technical when we shouldn’t be. Our products just work how they’re supposed to. We fit into our customer’s lives and businesses naturally and authentically.

We speak to the minds of our customers, but we also speak to their hearts. We want them to know and to feel that we support their efforts as entrepreneurs. We understand the need to have emotion in how we communicate. To have a lot of heart and depth in our messaging in order to build connection. We can consistently have an inspiring and empowering tone in everything we do because small businesses consistently inspire us.

What we do and how we say it is driven by a deep desire to help our customers. And our customers’ customers. We want to help each business run more smoothly. We develop products that make sense and fit into our broad strategy. We’re never complicated. Everything we do is to help everything they are trying to do.

We take pride in serving small businesses. We love local. We want to feel local, to fit into their business and community. We understand they are the lifeblood of neighborhoods and our economy. We never want them to feel like we’re out of their league or that we’ve grown too big to pay them all of our attention. We know that local businesses make up the rich tapestry that is our communities. We actively contribute to the communities in which we live and work.

We know small business because we started out as one. Our expertise allows us to confidently communicate without sounding boastful. Our background allows us to tell stories authentically, so we never have to sound “sales-y”. We know who we are and we know who we serve.

We are like the fascinating guest at a party who can hold everyone’s attention. We are smart and always interesting, infusing our messaging with wit and charm. We’re not afraid to show some personality and have some fun, though we are never cheesy, corny, wacky or silly.