Slack aims to make communication at work clearer, more concise and human. Their brand is confident but not cocky, witty but not silly, and treats users as intelligent. When creating content, Slack focuses on topics customers care about that Slack can provide unique insight on, things employees are curious and invested in, and special things happening at the company they want everyone to know about. The goal is to create content people want to read.

1. Evie Nagy
1
We still really just want a good story
What makes our brand content “Slacky” (and how you
can make yours You-y)

2. We’re on a mission to make
people’s working lives
simpler, more pleasant, and
more productive.

3. We’re on a mission to help
people at work communicate
in a way that is clearer, more
concise, and more human.

4. “”
The culture turned inward creates
the product — the culture turned
outward creates the brand.
– Anna Pickard, Head of Brand Communications at Slack

5. Here’s what we are (and aren’t):
● Confident (never cocky)
● Witty (but never silly)
● Informal (but always appropriate)
● Intelligent (and always treat our users as intelligent, too)
● Friendly (but not ingratiating)
● Helpful (never overbearing)
● Clear, concise and human

7. How do you turn this into content
that people want to read?

8. 1) What do your customers care
about that you’re uniquely
qualified to talk about?

15. 2) What are the people in
your company curious about
and invested in, such that
you’re genuinely excited to
share what you learn with
customers?

18. 3) What special things are
going on inside your
company that you wish
everyone in the world knew
about?