YOUR BRAND ≠ YOUR LOGO

Aaron Gustafson@AaronGustafson

Your brand is how people perceiveyour company

Your brand should permeate everything

your company provides, publishes, and communicates

to the world.

User-friendly Creative

Sophisticated

Irreverent Bold

Sophisticated

Affordable Approachable

Natural

“Your company’s culture and your company’s brand are really just two sides of the same coin. Your culture is your brand.

— Tony Hseih

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Customer Service Customer Service Customer Service

“MailChimp’s voice is human. It’s familiar, it’s friendly, and it’s straightforward. Sure, we crack jokes and tell stories, but our priority is to explain MailChimp and help our users get their work done and get on with their lives.

— MailChimp Style Guidemailchimp.com/about/style-guide/

We wouldn’t say:Facebook is a great social-media website where you can create a profile and connect with friends. Facebook and MailChimp can share information, so you can add a MailChimp signup form to your own Facebook page.

Instead, we’d say:Add a newsletter signup form to your Facebook profile. Here’s how it works.

— MailChimp Style Guidemailchimp.com/about/style-guide/

voiceandtone.com

“Before you write for MailChimp, it’s important to think about our readers. Though our voice doesn’t change much, our tone adapts to our users’ feelings. This guide will show you how that works.

— Voice & Tone voiceandtone.com

Helpful Cheeky

Fun

Now let’s dosome exercises.

Thank you!

@AaronGustafson www.aaron-gustafson.com