Brand Guidelines - DO and DON'T in Practice

What are Brand Guidelines?

• Just advice on how marketing teams may want to represent the brand, but with no real restrictions.

• It is only the design of the logo itself, and so gives our graphic designers an explanation on how to create the Exness symbol.

• A set of rules and guidelines that define how a company's brand should be represented, both visually and verbally.

• It is a philosophy on the way customers should behave when they approach Exness as a company and broker.

Why do we have Brand Guidelines?

• So that customers may act appropriately when they are in the vicinity of Exness buildings and employees.

• To ensure consistency in the way a brand is presented to the public, which helps to build trust and recognition

• So that we may increase the value of our company and industry, and create a more friendly, pretty and pleasing logo.

• Just to advise on potential ways we market ourselves, but they are optional, and so can be ignored.

TRUE or FALSE: Exness conducts luck-based contests, on all our platforms, once every year.

• True

• False

Why does Exness NOT conduct luck-based contests at all?

• We refuse to promote luck-based contests over analysis and data, and feel it is unethical to do so.

• We simply do not have the time, effort and the resources to do so as a company as we invest in bonus schemes.

• We actually will, but it takes time as we are working on finding the best possible luck-based contests.

• We think it may become unsustainable in the long-term as it is illegal in some countries.

TRUE or FALSE: At Exness we do NOT tell our traders that the market waits for no one, and that they should seize the opportunity.

• True

• False

TRUE or FALSE: We ask our clients to deposit a minimum of 100 USD, and ask them to deposit more or higher at every opportunity we get.

• True

• False

If a client asks us about bonus offered at Exness, what do we answer?

• Unfortunately, Exness is unsure how to feel about bonuses, and so we are currently on hiatus as regards such programs.

• Of course, we have all kinds of bonus programs - partner, deposit, trading and welcome bonuses, just for you!

• We do offer some bonus but only to the clients we deem worthy of having the bonus, a decision taken by each individual employee.

• We do not provide bonus programs, as we don't want clients to feel obliged to deposit/trade to get more bonus.

Do we provide client education/training at Exness? Why/Why not?

• Yes, we do - we want to educate and train all people, no matter who they are, on the different aspects of the CFD Industry and trading.

• Yes, we do - but we only educate and train our High Value Clients, to whom we provide as many sessions as possible.

• No, we do not - training newbies hurts our image as professional-oriented broker.

  Our core customers are not newbies.

• No, we do not - we do not have the room, time or the resources to do so; we are better off investing

TRUE or FALSE: Exness can be labelled as any type of broker, but the most accurate would be a Forex Market Maker when talking to clients.

• True

• False

As a Multi-Asset Broker, why does it negatively impact Exness when we are referred to as a Forex Broker?

• It does not negatively impact Exness, it just means we attract the most relevant crowd to the company.

• Traders may think we offer only one type of instrument, and so would not trade with us, meaning loss of clients.

• Clients will not be willing to make larger deposits and pay higher transaction costs if there are less instrument categories available.

• It means we cannot educate our clients in the relevant instruments that we want them to trade.