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Branding

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We are Alto

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Positioning Statement
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Voice & Tone
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About Us

Alto is a _____________. Alto exists to solve the most complex financial problem that we face in this country: unequal access to tools that grow wealth.
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Wealth. Simplified

Vision

Empower everyday people to build wealth for themselves and their families.
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Values

A team-oriented culture built on mutual respect, accountability, and doing the right thing. We never stop dreaming and hustle hard to turn those dreams into reality. We have big ideas and want to change the investing game for good.

Potential Values
Value
Notes
Header Image
Tags
1
Higher Standards
“OK” is not in our vocabulary.
2
Dream Bigger
Be fearless and throw out the playbook
3
Act with Integrity
Lead with your moral compass.
4
Be Compassionate
We treat others the way we want to be treated
5
Think Radically
What else can be done?
6
Stay Transparent
If we can’t see the problem, we can’t fix it.
There are no rows in this table
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Drop-in a public values
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Brand Pillars


ignition-switch-warning
The brand pillars rise from the foundation of your brand. It is what makes your brand memorable and how your readers relate to you. The pillars reinforce the brand. For every pillar ask, ”How does this pillar reinforce my brand’s purpose?”
Clarity of Purpose
Trusted Steward (stewards of the right path)
Inspired Excellence
Revolutionaries at Heart
We use artificial intelligence and advanced quantitative techniques to power a personal wealth movement for the average consumer. At our core, we give consumers two things: hope and more of their time back.
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Brand Personality

Alto exists to solve one of the most complex financial problems that we face in this country: unequal access to tools that grow wealth.
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Untitled 2.png
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Prometheus steals fire to give it back to humans after Zeus took fire away from man. According to the Greek mythology, Zeus decreed that for every sacrifice that man made to the gods, the sacrifice should be split into two portions one for man and one for god. Here Prometheus decided to trick Zeus he split the sacrifice into two piles one having the good meat covered with animal hide and the other with bones covered with juicy fat. Zeus fell for the trick and picked to pile with the bones and fat, In his anger over being tricked he took fire away from man.

sparkling
Out of love for humans, Prometheus decided to raid the workshop of Hephaistos and Athena and give the fire back to mankind.

Our Brand Archetype: The Hero

Archetypes have been proven to help craft brand personality, functioning as a “true north” for brand behavior and voice.
They can also create emotional associations for consumers and help personify a company’s external and internal beliefs and values.
In the brand context, there are
twelve primary archetypes
⁠
. Every brand should align with only one archetype, but will most likely share similar traits with others.

Q.ai brand archetype is The Hero (
We are Alto
⁠
).

On a mission to make the world a better place, the Hero is courageous, bold, inspirational.

The hero creates systems that empower consumers to start their own paths.
Designs with everyone in mind. Clean, best in class.
Ultimately, helping others is the motivation
Protects users from danger and uses measured experiences to recognize the pitfalls ahead and prepare for them.

Goal

Help to improve the world

Traits

Courageous, bold, honorable, strong, confident, inspirational

Drawback

Could be arrogant or aloof (avoid Elon Syndrome)

Marketing niche

Make a positive mark on the world, solve major problems, or enable/inspire others to do so
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Key Attributes

Determined to do something to help those lost in unfair systems
Market catalysts of change
Build what matters in your world
Financial education for partners
Inspiration for the end-user to improve their lives
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Brand Image (Power3)

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Rebellious (Bold)
Empowering
Visionary


Potential Mottos

Alternatives for all.

Access granted.

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