Our startup branding journey PART1
Whatmakes abrand memorable?

Hi! We are CustomerIcare Live
Chat

Hi! We are CustomerIcare Live
Chat That’s us

Hi! We are CustomerIcare Live
Chat That’s us That’s who we want to be

WE NEED A BRAND! For
that,

For real! We even wrote
about it: See CLICK TO READ

WHAT IS A BRAND? Ok,
first problem:

A LOGO A NAME+

A LOGO A NAME+ donot
make a brand! (wetried)

COMPLEX A brand is a
lot more

« Brand is just a perception,
and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product. » - ELON MUSK

So, that’s where we’re at:
We have a name. We have a logo. We don’t have a brand

We tried things to stand
out in the live chat industry0$ Being cheaper (read « free » here) Being the convenient choice (SEO + Integrations)

Long story short, Being cheaper:
Being convenient: NOT A GOOD IDEA CLICK TO READ MORE TAKES TIME

Which brings us to…
…BRANDING

What we want to achieve
here: BECOME MEMORABLE STAND OUTTHINK LONG-TERM CREATE CONSISTENCY CONNECT WITH CLIENTS

Yup, I know we’re ambitious
But we’re determined to try, and fail, and try again. Until we get this right.

share our process with you
We thought it could be nice to Starting with all our pre-rebranding research

A BRAND MEMORABLE In this
deck we’ll see what makes

- Simple Design Some kind
of magic potion - Good story - Unique personality - Good knowledge of customers

Some kind of magic potion
- Simple Design - Good story - Unique personality - Good knowledge of customers

No more than 2-3 main
brand colors Unless you are selling rainbows or your name is Google

A simple and easy to
identify symbol

A unique overall feel

That being said, here’s the
most important thing we’ve learned: Do not obsess over your logo or brand colors… Pick something and stick with it!

Some kind of magic potion
- Simple Design - Good story - Unique personality - Good knowledge of customers

When hearing or reading a
story our brain reacts as if we were part of it

Here are our 3 favorite
brand story frameworks for startups

1. The PSS Story Problem
Solution Success

The example of Dropbox: « Drew
Houston, Dropbox’ founder, was tired of forgetting his USB so he thought of a cloud-based file hosting system that would solve his problem. » The Problem The Product as the solution Success is pretty self explanatory

2. The Underdog Story Small
business passionate about product and customers VS Big corporate business with impersonal customer service

« Snapchat entered the market with
a clear goal: Fighting privacy invading networks like Facebook with an app where your messages aren’t kept in a database» The Underdog The Big Dog The example of Snapchat:

3. The Higher Purpose Story
Strong company culture + A vision going way beyond the product

« Buffer is a social media
scheduling tool. Yet, they are also known for their extreme transparency and journey toward a new ways to operate as a company» The example of Buffer: 2 elements that are visionary and big parts of Buffer’s culture

What’s right for you depends
on the actions you want to inspire 1 PSS Story 2 Underdog Story 3 Higher Purpose Story Mainly sales focused. You want people to solve their problem using your product. Mainly relationship focused. You want people to have an emotional connection to your product. Mainly inspiration focused. You want people to drive change and make the world better.

Some kind of magic potion
- Simple Design - Good story - Unique personality - Good knowledge of customers

The 5 dimensions of brand
personality 1 2 3 4 5 Sincerity Excitement Competence Sophistication Ruggedness Down-to-earth Family-oriented Small-town Honest Sincere Real Wholesome Original Cheerful Sentimental Friendly Daring Trendy Exciting Spirited Cool Young Imaginative Unique Up-to-date Independent Contemporary Reliable Hard-working Secure Intelligent Technical Corporate Successful Leader Confident Upper-class Glamorous Good Looking Charming Feminine Smooth Outdoorsy Masculine Western Tough Rugged

The 12 main brand archetypes
The Magician The Creator The Innocent The Explorer The Sage The Lover The Ruler The Hero The Caregiver The Maverick The Jester The Regular Guy/Girl

The Magician ! Understand the
rules and laws to make customers’ dreams come to life. Magicians yield miraculous results which makes them look magical.

The Creator ! Non-conformists who
design products that help customers be creative. Creators are perfectionists who are found of good design and like thinking out-of-the-box.

The Innocent ! Eternal optimists
who think people are inherently good and seek to make the world a happier place. They often provide simple answers and have strong values.

The Explorer ! They help
customers cross boundaries and experience something outside of their everyday life. Explorers love adventure and love to learn by experience.

The Sage ! Not the
coolest kids on the block but certainly the smartest. Sage brands value research and information. They love educating customers.

The Lover ! Lover brands
are all about relationships and beauty. They strive to make customers feel special and help them build connections with others.

The Ruler ! Ruler brands
love being in control. They are leaders by nature and are dedicated to make their customers feel successful and important.

The Hero ! Underdogs that
end up winning using their skills and will- power. They often have an enemy to fight against and empower customers to achieve their full potential.

The Caregiver ! Caregivers are
dedicated to take the best care of their customers. Their mission is to help others and protect them the best they can.

The Maverick ! They live
to break the rules and go against established conventions. Maverick brands are different, but they have this cool kid image that’s oh so attractive.

The Jester ! Jester brands
are fun. They live in the present and want to enjoy life and see customers have a good time. They don’t like to take themselves seriously.

The Regular Guy/Girl ! They
live to keep it simple to be more accessible. All they really want for them and their customers is to belong to a community.

Some kind of magic potion
- Simple Design - Good story - Unique personality - Good knowledge of customers

Forgive me for stating the
obvious but: You can’t build a memorable brand if you don’t know what’s memorable to your customers!

Let me give you an
example

Let me give you an
example Company X’ customers are mainly young freelance designers like this cool handsome young man

Let me give you an
example Company X’ customers are mainly young freelance designers like this cool handsome young man This might be memorable to them: good & innovative design, a dribble social media link, references to freelance work, good looking mobile version of website…

Now, company Y

Now, company Y They mainly
sell to 40+ corporate sales VPs

Now, company Y They mainly
sell to 40+ corporate sales VPs This might be memorable to them: testimonials of other enterprise customers, strong focus on KPI, ROI and efficiency, a professional, formal customer service

Doesn’t care much about KPI
and ROI Doesn’t care about your brand’s Dribble profile

Cool, cool, but how do
you know what’s memorable to customers? 1. Hang-out in the same places as they do 2. Do one-on-one interviews 3. Look at the content they share 4. Study the look and feel of softwares they use

Becoming memorable is our first
challenge. ! And here’s how we are going to achieve that!

What we have right now
Live chat software? What? Looks like an antivirus Name is kinda generic and hard to spell (capital or small « i », all together or spaces)

STEP 1: New name: more
catchy, less generic New logo: more « chat like » Real color scheme and design feel: the most important part is to bring more design harmony to the brand We’re working on it and will release more info soon. Stay tuned ;)

STEP 2: What is our
story and how do we tell it? There are too many pop-ups / box based solutions interrupting customers (live chat, marketing automation, feedback boxes…). You can’t test them all at once and it’s annoying to switch.Problem Solution Success Build a tool that puts everything together and can be a live chat by day, lead gen tool by night… Time will tell :)

STEP 3: We want to
try a very different brand personality:

STEP 3: We want to
try a very different brand personality: 2 Excitement Daring Trendy Exciting Spirited Cool Young Imaginative Unique + The Maverick

STEP 4: Which customers will
this resonate with? Young, marketing savvy website designers looking for a chat solution for their clients Digital marketers & growth hackers looking for new ways to generate leads

We’ve got memorable branding covered
! But that’s not all! Being memorable also means building a memorable customer experience. READ ABOUT IT HERE

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

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: How to create consistency)

Aurelie Chazal Consultant Aurelie Chazal
Hi! Is there anything I can help you with today? We let you add a chat window like this to your website (How cool, right?!) SOO, CHECK US OUT!