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Our Startup Branding Journey - Part 2: How To Create Brand Consistency

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About a month ago, we decided to work on our brand to achieve a bunch of goals: being more memorable, create consistency...

2 weeks ago, we shared the 1st step of our branding journey with you on Slideshare and got an overwhelming response which pushed us to share more. Today we are bringing the second step of our journey to you: How to create brand consistency.

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Our Startup Branding Journey - Part 2: How To Create Brand Consistency

  1. 1. Our startup branding journey PART2 Howto createbrand consistency?
  2. 2. Hi! We are CustomerIcare Live Chat
  3. 3. Hi! We are CustomerIcare Live Chat We want to go from this
  4. 4. Hi! We are CustomerIcare Live Chat We want to go from this To that
  5. 5. So we’re sharing our branding journey with you!
  6. 6. Few days ago, we shared the 1st step of our journey SEE SLIDEDECK SEE ARTICLE
  7. 7. To sum things up, here’s what we want to achieve: BECOME MEMORABLE STAND OUTTHINK LONG-TERM CREATE CONSISTENCY CONNECT WITH CLIENTS
  8. 8. CREATE CONSISTENCY In this deck we’ll see how to
  9. 9. - Add consistency with brand design - Pick a brand voice and tone - Improve employee onboarding - Build a great, consistent team Our 4-step program to consistency:
  10. 10. - Add consistency with brand design - Pick a brand voice and tone - Improve employee onboarding Our 4-step program to consistency: - Build a great, consistent team
  11. 11. Use a color palette That’s Zendesk color palette. Their branding rocks!
  12. 12. If, like me, you couldn’t match colors even if your life depended on it, here are 2 killer websites COLOUR LOVERS COOLORS
  13. 13. Choose 2 main fonts to use across designs
  14. 14. Check this out for cool web fonts you can use all over your website and presentations: GOOGLE FONTS!
  15. 15. Define a style for your images
  16. 16. Don’t freak out if you aren’t a design superstar. It’s ok! Just use a photo filter.
  17. 17. - Add consistency with brand design - Pick a brand voice and tone - Improve employee onboarding Our 4-step program to consistency: - Build a great, consistent team
  18. 18. First, what’s the difference between voice and tone?
  19. 19. 1 Voice Multiple Tones It’s your brand’s personality. ! Like you, your brand only has one personality (hopefully). It’s what makes it unique and recognizable. It’s the way you talk in different situations. ! You wouldn’t use the same words talking to your grandma and talking to your friends?
  20. 20. How can you define your voice? Use brand archetypes Define your relationship with customers Think about brands you like 1 2 3
  21. 21. Use brand archetypes 1 Ask yourself these questions:
  22. 22. Use brand archetypes 1 Ask yourself these questions: 1) If your brand was a person, who would it be? crazy party boy tech geek busy new-yorker
  23. 23. Use brand archetypes 1 Ask yourself these questions: 1) If your brand was a person, who would it be? crazy party boy tech geek busy new-yorker 2) List 4-5 adjectives to describe your brand fun cool safe knowledgeable classy
  24. 24. Use brand archetypes 1 Ask yourself these questions: 1) If your brand was a person, who would it be? crazy party boy tech geek busy new-yorker 2) List 4-5 adjectives to describe your brand fun cool safe knowledgeable classy Read more about archetypes here
  25. 25. 2 Who do you want to be to your customers? Define your relationship with customers a teacher a friend a mentor a parent a person they admire a friendly neighbor a serious coworker
  26. 26. 2 Who do you want to be to your customers? Define your relationship with customers a teacher a friend a mentor a parent a person they admire a friendly neighbor a serious coworker Coca cola is your easy-going, optimistic friend
  27. 27. 3 Think about brands you like
  28. 28. 3 Think about brands you like Which brands do you like interacting with and why? eg. I like Coca Cola because they are fun and light hearted. Their content always makes me smile.
  29. 29. 3 Think about brands you like Which brands do you like interacting with and why? eg. I like Coca Cola because they are fun and light hearted. Their content always makes me smile. Which brands do you dislike interacting with and why? eg. I don’t like Redbull because they are extreme and manly. They stress me out more than anything.
  30. 30. How about your tone then? Adapt your tone to: Users Feelings Content Format
  31. 31. The best example out there is MailChimp Voice & Tone Guide CLICK HERE TO SEE IT
  32. 32. Let’s look at their « Twitter, Facebook » example
  33. 33. Know who you are taking to and what they think about your brand
  34. 34. Adapt the message to amplify positive feelings (and make negative ones disappear if needed)
  35. 35. Voice your users’ thoughts to help you make your messages sound more like a dialogue
  36. 36. Give your team tips that are specific to the situation / medium
  37. 37. Always try to give a concrete example of a good message
  38. 38. You could also add: - examples of what NOT to write - practices specific to the platform (eg. hashtags for twitter, use of words like OTP, ship, fandom for Tumblr…)
  39. 39. - Add consistency with brand design - Pick a brand voice and tone - Improve employee onboarding Our 4-step program to consistency: - Build a great, consistent team
  40. 40. The MailChimp guide is an amazing onboarding tool Now, let’s look at how other companies share their culture and values with new employees!
  41. 41. 4-WEEK CALL CENTER TRAINING with the customer loyalty team for every new employee!
  42. 42. A new employee joins the Zappos family
  43. 43. A new employee joins the Zappos family He spends 4 weeks taking calls from Zappos customers and experience the Zappos’ culture
  44. 44. A new employee joins the Zappos family He spends 4 weeks taking calls from Zappos customers and experience the Zappos’ culture Gets to choose between staying or leaving and receiving $4000 at the end of training
  45. 45. Customer service is at the heart of Zappos’ culture. The Customer Loyalty Team everyone goes through allows them to see if new employees will fit in well within this service culture.
  46. 46. 45-DAY BOOTCAMP to make sure new hires are a good fit for the company culture
  47. 47. A new employee joins Buffer
  48. 48. A new employee joins Buffer 45-day bootcamp where hires are encouraged to take on different tasks to find their place within the team + 1-on-1s every 2 weeks
  49. 49. A new employee joins Buffer 45-day bootcamp where hires are encouraged to take on different tasks to find their place within the team + 1-on-1s every 2 weeks Receive an offer and become a full time employee if they accept it.
  50. 50. For Buffer, culture is everything. From being a self managed team to always experimenting with new ideas. The bootcamp helps them introduce new hires to their culture and way of doing things.
  51. 51. This is what onboarding really is: The employee’s own experience and personality The company’s culture and core values Good onboarding will make sure the 2 are brought together from the beginning
  52. 52. - Add consistency with brand design - Pick a brand voice and tone - Improve employee onboarding Our 4-step program to consistency: - Build a great, consistent team
  53. 53. We don’t always realize how important having a great team is. You need people who fit in well within your culture but also work well together.
  54. 54. Hire for culture fit first Most technical skills can be taught. Soft skills can’t!
  55. 55. We’ve been through employee onboarding and training with the Zappos and Buffer example but it’s not the only thing they do well. They also have amazing hiring processes.
  56. 56. Here are the questions you get when applying for Buffer Culture fit Knowledge of company
  57. 57. And that’s what they are looking for in applications: Alignment with the 10 Buffer values Buffer user with understanding and love of the product Skill and experience in the role Strong startup mindset biased towards action Great match
  58. 58. What happens then, before someone is offered to join their bootcamp?
  59. 59. That’s their stats from January 2014: 3,864 applications 13 Stage-1 Interviews 5 Stage-2 Interviews 3 Offers made They review all applications but most people don’t make it to the first stage interview
  60. 60. Ok, that’s great but I’ll assume you don’t have the luxury to be so picky… That’s our case, we are far from getting as many applicants as Buffer!
  61. 61. Ok, that’s great but I’ll assume you don’t have the luxury to be so picky… That’s our case, we are far from getting as many applicants as Buffer! But culture fit is still very important.
  62. 62. Here’s how you can get more qualified applicants: ! Look for candidates through non- traditional channels. Facebook groups and social media in general New communities like Somewhere Employee referral
  63. 63. Whatever you do, be more proactive in the way you hire! Don’t wait for good candidates to come to you, go to them! Believe me, they won’t come!
  64. 64. Once you’ve hired awesome people, give them the tools to thrive SOUTHWEST « We like to think of ourselves as a Customer Service company that happens to fly airplanes (on schedule, with personality and perks along the way). » Just search for funny SouthWest flight attendant on Youtube and you will see « personality » is not only just a fancy marketing word.
  65. 65. Fine! I know I’d be too lazy to search too. Here’s a link to one of the videos: CLICK HERE TO SEE
  66. 66. I was happy with Ryanair’s flight attendants before. Now I really feel like I’m missing out…
  67. 67. And this didn’t happen because of 1 guy. ! It happened because South West give their employees freedom to do what they think is right to make customer happy
  68. 68. If you missed it, remember to check out the 1st part of our journey SEE SLIDEDECK SEE ARTICLE
  69. 69. That’s it for now folks! ! Hope you enjoyed the presentation and we’d love to hear your thoughts! Tweet us @customericare Chat with us on customericare.com
  70. 70. Also, ! if you you want to follow the rest of our branding journey, you can sign up for our newsletter CLICK TO SIGNUP (Next order of business: Building a long-term vision)
  71. 71. THANK YOU!

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