1.0 Document Purpose & Strategic Goal
This brief is the definitive internal guide for all external marketing and communications related to the AppFlowy AI workspace. Its purpose is to establish a unified messaging framework, ensuring that every piece of content—from website copy and ad campaigns to blog posts and community announcements—is consistent, compelling, and accurately represents our brand and product value.
The primary strategic goal of our communications is to position AppFlowy as the premier AI-powered workspace for individuals and teams who demand both high performance and absolute data sovereignty. We are building the category-defining tool for a new generation of users who refuse to compromise between productivity and privacy.
All messaging efforts will be guided by the core positioning statement that follows.
2.0 Core Product Positioning
A clear and singular positioning statement is the North Star for all marketing activities. It is the foundational idea that we want to own in the minds of our audience. Every message we craft must serve to reinforce this core promise, creating a powerful and memorable brand identity.
The AI workspace where you achieve more without losing control of your data.
This statement creates a powerful strategic dichotomy. “Achieve more” directly targets the universal user need for productivity and efficiency, driven by our deeply integrated AI. Crucially, the second clause—”without losing control of your data”—is our definitive counter-position to the market’s status quo. It transforms us from just another productivity tool into a principled choice, directly addressing the growing demand for data sovereignty.
The following sections break down the key messaging pillars that substantiate and bring this core promise to life.
3.0 Key Messaging Pillars
Our value proposition is built on three foundational pillars. These are the primary themes that all marketing materials should communicate, as they provide the tangible proof points that support our core positioning statement. Every feature we highlight and every story we tell should connect back to one or more of these pillars.
We will begin with our most prominent differentiator: the truly integrated nature of AppFlowy AI.
3.1 Pillar 1: The Truly Integrated AI Teammate
“Your go-to teammate to unblock work, find answers, and get inspired—all without switching tools.”
AppFlowy AI is not a bolt-on feature; it is woven into the fabric of the user’s workspace. Our messaging must frame it as an ever-present collaborator that eliminates the friction of a blank page, refines writing, and partners in brainstorming. We will communicate its power to automate routine tasks like progress updates and transform vast databases into actionable insights. This seamless integration is key to helping users maintain flow and focus on high-value work.
| AI Characteristic | User Benefit |
| Team-Oriented & Adaptive | Adapts to your changing needs and priorities, functioning like a true member of the team. |
| Workspace-Aware Context | Extracts actionable items and generates takeaways by understanding content across your entire workspace. |
| Open Model Access | Provides ultimate choice and power with access to a range of cutting-edge models, including the latest from OpenAI, Google, and Anthropic. |
3.2 Pillar 2: Uncompromising Data Privacy & Control
“Built for people who value privacy, giving you ultimate control over your data.”
In a market that treats user data as a commodity, our commitment to data sovereignty is our most critical differentiator. This pillar directly targets users who refuse to trade privacy for power. Our messaging must be clear: this is not just a feature, but a foundational principle of our product philosophy.
Our commitment is validated by the following key capabilities:
- AI On-device: Run powerful local models like Mistral 7B and Llama 3 directly on your machine for ultimate privacy, ensuring user data never leaves the device.
- 100% Offline Mode: Guarantee access and control with an “Always available” mode that allows users to work entirely locally, syncing only when required.
- Own Your Data: Empower users with the ability to self-host AppFlowy, completely eliminating vendor lock-in and ensuring they are the sole custodians of their data.
3.3 Pillar 3: Limitless Customization & Extensibility
“Escape the one-size-fits-all solution; design and modify AppFlowy your way.”
Our philosophy is that there shouldn’t be a “one-size-fits-all” solution for knowledge work. This is a non-negotiable part of our value proposition. AppFlowy is designed as a powerful, flexible foundation that empowers users to build their own systems without arbitrary limits. We provide a versatile toolbox of plugins and templates that allows them to organize and visualize data in any way they want. This deep customization extends to the interface itself, with options to modify themes, fonts, and page styles to create a truly personal and efficient workspace.
This level of limitless extensibility is not an accident; it is the direct result of our foundational belief in open collaboration. Our platform’s flexibility is built and sustained by the very community it serves.
4.0 The Community-Built Foundation
Our vibrant community is not just a user base; it is a core part of our product’s identity and a powerful symbol of trust and collaboration. This community-driven approach is a key strategic asset, demonstrating that AppFlowy is built with and for the people who use it every day. The scale of this collaboration is a testament to our open and empowering philosophy.
- 10,000+ community members
- 215 countries represented
- 400+ contributors
We are proudly “Built by the community for the community.” This collaborative ethos means the platform is constantly evolving to meet real-world needs. More importantly, it empowers anyone to contribute or create their own system, ensuring that AppFlowy remains a versatile and limitless toolbox for all.
This community-centric and user-first approach directly informs the personality of our brand.
5.0 Tone of Voice
Our tone of voice is the personality of the AppFlowy brand. It must be applied consistently across all channels to build a recognizable and trusted relationship with our audience. The tone should reflect our core values of empowerment, clarity, privacy, and community.
Our tone of voice is defined by the following attributes:
- Empowering: Our language positions users as capable creators. We communicate in terms of toolsets and possibilities, not rigid prescriptions. The focus is on what they can build, not what we have built for them.
- Professional & Clear: Our language is intelligent and direct, respecting our audience’s time. We focus on communicating tangible benefits and capabilities without resorting to excessive jargon or marketing fluff.
- Privacy-Focused: We communicate with a deep respect for user data and control. Our commitment to privacy is not an afterthought; it is a core value reflected in our vocabulary and messaging priorities.
- Community-Oriented: We are collaborative and inclusive. Our tone is welcoming, celebrating the contributions of our global community and inviting others to join our mission to build a better, more open way to work.