He enters the room like a rock star and he turns the audience into fans in no time. Cause he is a rock star of making stellar brands.
This is how the Gabbi Cahane’s branding session in Seedcamp onboarding week starts. Full of fun and plenty of wisdom, but I would especially like to point out and share 3 things that I took from it.
If you want to build kick-ass brand you need to ask 3 questions. Why do we exist? Where do we belong? How do we express ourselves? Forget the slogans, names and logos. It does not matter what colors you use in your website or if you wear the company T-shirt all the time. If you do not know why you do what you do, then you are not building your brand. It needs consistency. You and your team are your brand. So everything you do and say has to be related to the fact why your company exists.
It’s quite easy to get stuck with details, but it’s essential to ask the big questions.
So we did. After returning home, we gathered on the Anniversary of Estonian Republic, on February 24, and sat down to ask the big “why”. We have worked like crazy over the last 4 months and we know what we are doing. And what we are doing is awesome. Many people have told us so. What we have realized just recently though is that people hear what they like to hear. We have not communicated our vision clearly enough – why we are doing GoWorkaBit.
We wrote down all the “why”s and there were many: fun, changing the world, new reality, making work easy, freedom of choice, change in the people mindset, self realization, adventures, new ways of working, work that fits your lifestyle, simplified ways of mixing work into your life, just-in-time model of using workforce and so on.
And it was damn difficult to put it all in one answer. But we did it :)
We change the way work gets done, by matching companies’ just-in-time workforce needs with peoples’ lifestyles.
The other important part of branding is to make it clear what you do not do. If you establish that, it’s possible to use big brands to reposition yourself against them. For example we will never ask our users to fill out long and pointless CV forms. So we could position ourselves against those who do!
And if you have ever filled out a questionnaire with 102 fields to get a 2-day job in a warehouse to unpack boxes, you know what I mean :)
And now, if you know who you are and why are you doing what your company does, keep it real. People believe what you believe and see quite easily if you are full of BS or not. So if your brand is about healthy and green lifestyle and you live like a 80’s rock band singer… what is the message?
In the end Gabbi gave us cool exercises to get the feel of our brand and what emotions we want to deliver with it.
Imagine that your company is a movie.
What would the plot outline be?
To what genre would it belong?
What would the audience feel while watching it?
Here is ours:
A movie full of adventure, fun and power. A Girl who was tired of ridiculous rules decided to shake up the employment field. Innovation, challenges and possibilities… on demand. In selected countries soon.