Sideline is an app that gives you a free second number for your smartphone. Or as a business owner, it gives you a dedicated business number on your personal smartphone.
The core target audience is small business - mostly 1-person businesses / entrepreneurs - so anyone from landscapers, hairdressers, cab drivers, clowns and strippers! It could also have a broader consumer use case for people that want to keep their personal number private (ie if they are posting a number on Craiglist or an online dating profile)
Large communication brands focus on products that provide service for and are priced for large companies - not the individual business owners. These smaller businesses / entrepreneurs are currently under-served so we don't want to appear too corporate - so not a an enterprise software brand but a more friendly, approachable brand that anyone can use (there will be a 100% free version).
So our brand character is as follows:
SIMPLE (Easy-to-use, Functional, Sleek, Contemporary)
APPROACHABLE (Personal, Friendly, Empathetic)
ESSENTIAL (Reliable, Valuable, Functional)