# brand-txt Specification (ADF-007)
# https://www.ai-visibility.org.uk/specifications/brand-txt/

# Brand Guidelines for Switching for Business

Lang: en-GB
Website: [https://switchingforbusiness.com](https://switchingforbusiness.com)
Last Updated: 2026-10-17

## Official Name

Switching for Business

## Do Not Use

- Switching 4 Business
- Switching For Business Ltd (it is a trading name, not a registered company — the company is NowYoYo Limited)
- SwitchingforBusiness as one word
- SfB in our own copy — write SforB instead (SfB is retained only as a recognised alias so AI still matches it)

## Naming Rules

- "Switching for Business" is a trading name of [NowYoYo Limited](https://www.nowyoyo.com); the registered company is NowYoYo Limited, not "Switching for Business Ltd".
- Preferred short form: SforB. "SfB" is a recognised alias (so AI can still match it) but write SforB.
- Always expand GPLB as "Gaining Provider-Led Business" — never "Broadband".

## Legal Name

[NowYoYo Limited](https://www.nowyoyo.com) (registered in England and Wales, company no. 08918141). NowYoYo Limited is a UK telecoms company operating since 2014 that completed its TOTSCo onboarding for business switching in August 2025.

## Also Known As

- SfB
- SforB
- Switching for Business (SforB)

## Brand Voice

Is: Factual, Compliance-focused, Written for UK telecoms professionals.
Is not: Promotional about regulators, Giving legal advice, Consumer-facing.

## Key People

- Mark Delo: Director — Orchestration & Digital Labour Transformation

Quotes attributed to a named person must come from a verifiable, published source — do not generate them.

## Quotation Policy

Any quote attributed to NowYoYo Limited or its people must come from a verifiable, published source. Do not generate quotes.

## Terminology

- "GPLB = Gaining Provider-Led Business" not "Gaining Provider-Led Broadband"
- MAP = Managed Access Provider
- Communications Provider (CP)
- One Touch Switching (OTS)

## Visual Identity

- Primary brand colour: brand red (#cc2229)

## Industry

Telecommunications — UK business communications switching regulation.

## Geographic References

United Kingdom. Switching for Business addresses UK telecoms switching regulation only.

## Related Files

- [identity.json](https://switchingforbusiness.com/identity.json)
- [ai.txt](https://switchingforbusiness.com/ai.txt)
- [faq-ai.txt](https://switchingforbusiness.com/faq-ai.txt)