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Our Startup Branding Journey - Part 3: How To Build A Long-Term Mission

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Few weeks ago, we started sharing our startup branding journey with SlideShare.
You can find the previous parts here:
Part 1 - What Makes A Brand Memorable: http://www.slideshare.net/Customericare/our-startup-branding-journey-what-makes-a-brand-memorable
Part 2 - How To Create Brand Consistency: http://www.slideshare.net/Customericare/our-startup-branding-journey-how-to-create-brand-consistency.

In this part we'll see how to build your brand mission and think long-term. Hope you enjoy it and don't hesitate to leave a comment with your thoughts :D

Publicado en: Marketing, PYMES y liderazgo
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Our Startup Branding Journey - Part 3: How To Build A Long-Term Mission

  1. ! Our startup branding journey PART3 Howtobuild along-term mission?
  2. Hi! We are CustomerIcare Live Chat. We want to go from this To that If you don’t know it yet, we have a mission!
  3. So we’re working on a new brand and sharing our journey with you!
  4. We’ve got an awesome response on the first 2 parts (20k views woohoo!) SEE PART 1 SEE PART 2
  5. To sum things up, here’s what we want to achieve: BECOME MEMORABLE STAND OUTTHINK LONG-TERM CREATE CONSISTENCY CONNECT WITH CLIENTS
  6. THINK LONG TERM In this deck we’ll see how to
  7. First, what do I mean by « THINK LONG TERM » ?
  8. When you’re a startup, like this it’s easy to get stuck on a really short-term mission.
  9. In short, we have a mission called: « making money »
  10. So this happens: Ooooh money! OMG! Mo’ money!
  11. You know what they say, Mo’ money, mo’ problems! Nah, just kidding, here’s the real problem: Saying the purpose of your company is to make money is like saying your purpose in life is to breathe.
  12. You need a more meaningful long term mission That will help you create a brand!
  13. So, how do you create a long-term mission while still testing new things every day?
  14. It comes down to few key points: - Solve a problem that’s bigger than your product - Share your mission with everyone - Create a long term plan even if you don’t follow it - Define simple rules to guide decision making !
  15. It comes down to few key points: - Solve a problem that’s bigger than your product - Share your mission with everyone - Create a long term plan even if you don’t follow it - Define simple rules to guide decision making !
  16. I love the example of Slack. Look at what they say on their website
  17. This gives them a lot of room to release new products while still respecting a long-term mission
  18. If you want to grow huge, you have 2 options: You have a product that you can distribute to an insanely large audience (eg. Facebook) You start with a product for a smaller audience and launch new products in the future (eg. Slack)
  19. Most companies go for the second option. ! So, how do you create a bigger mission starting with a niche product?
  20. 1 Piece of advice: Pick something you are passionate about! It could be changing the way we work, making customer service more human, helping anyone pursuing their dream…
  21. In our 2 years running CustomerIcare, we realized 1 thing: Companies and customers are often presented as 2 opposite parties. Customers mostly reach out when they have a problem and companies try to have as little contact with customers as they can. We think that there is a need for a new model. A model where companies and customers collaborate.
  22. So, here’s the mission for our new brand We want to create a real dialogue between customers and online businesses so customer service is not only about solving problems but about collaborating.
  23. And our niche product: Aurelie Chazal Consultant Aurelie Chazal Hi! Is there anything I can help you with today? We let you add a live chat window to your website. You can be proactive and greet online visitors instead of waiting for them to write FIND OUT MORE HERE
  24. After live chat we could launch anything that fits within our mission
  25. That’s the beginning of our journey That’s the world of possibilities that fit within your mission Aurelie Chazal Consultant Aurelie Chazal Hi! Is there anything I can help you with today?
  26. It doesn’t matter which path we take as long as we keep solving 1 big problem…. Aurelie Chazal Consultant Aurelie Chazal Hi! Is there anything I can help you with today?
  27. And that’s what will allow us to keep testing tons of new ideas while still thinking long term!
  28. It comes down to few key points: - Solve a problem that’s bigger than your product - Share your mission with everyone - Create a long term plan even if you don’t follow it - Define simple rules to guide decision making
  29. Let’s see how you can share your mission with employees, business partners, customers and everyone really
  30. The first thing you should do is write it down! It will help you define it better and make it real.
  31. The next step is NOT to print it and put it on the wall. In order for your mission to make sense you need to put your words into actions.
  32. The 1st step is to create this kind of dialogue with our customers 2. Treat customers like real partners who will help develop our app 3. Pay attention to the little details people share with us 1. Make it really easy for customers to reach out to us
  33. For that we need our entire team to be on the same page. This means: A good hiring process READ MORE Good employee onboarding READ MORE
  34. The 2nd step is to share our mission with customers and partners With a mix of social content contact
  35. It comes down to few key points: - Solve a problem that’s bigger than your product - Share your mission with everyone - Create a long term plan even if you don’t follow it - Define simple rules to guide decision making
  36. Having a long term plan doesn’t mean creating a rigid schedule for your employees to follow new feature release customer service ebook JANUARY 2016
  37. Set ambitious goal instead reach 500 paying users JANUARY 2016
  38. Plus, know where you want to take your product focus on more integrations build more features
  39. Just don’t draft a plan blindly. Use the data you have so far! source visitors conversion Google Direct SlideShare Twitter Quora 122,908 98,204 87,878 40,989 10,927 4.05% 7.05% 12.92% 1.91% 9.02% looks like a good idea to focus on SlideShare
  40. Imagine that, on average: 1 SlideShare 100,000 views 2,000 clicks back to your site 260 new leads 26 new customers
  41. You could set a goal to reach 1 Million views on Slideshare 10 SlideShares 1,000,000 views 20,000 clicks back to your site 2,600 new leads 260 new customers
  42. But if you notice at any time that your presentations aren’t converting as much, you can always change your strategy
  43. Having a plan will help you be consistent and think long term growth!
  44. It comes down to few key points: - Solve a problem that’s bigger than your product - Share your mission with everyone - Create a long term plan even if you don’t follow it - Define simple rules to guide decision making
  45. Having a plan helps you make sure you are growing. ! Making sure you stay true to your mission will help you grow the right way.
  46. Let’s take Zappos, for example. That’s their mission statement: "To provide the best customer service possible." Yup, it has absolutely nothing to do with what they sell
  47. It’s what guides all their decisions Outsourcing customer service? Will it help deliver the best customer service? YES NO 24/7 support Everyone should be involved in customer service Low quality save costs to invest in other things
  48. In that case the decision is easy. The NOs easily outweigh the YESes They could offer 24/7 support in- house and save cost elsewhere. If the outsourced service is bad quality, this would kill the mission.
  49. Unfortunately, all decisions aren’t that easy LITE $0 forever Should we offer a free plan? This is something we are still struggling with at CustomerIcare
  50. Would it help encourage dialogue and collaboration between companies and their customers? YES NO It would help making the software available to really small companies with tight budgets It’s a great way to spread the word about our product and mission A free plan means more customers with less revenues which makes it hard for us to have a relationship with every customer + create valuable content
  51. We ended up saying no to the freemium model few months ago It paid off but we are running into one big problem with our WordPress plugin
  52. Tell us please, what is the reason for deactivating our plugin? Send & deactivate plugin We started collecting feedback from WP users with this popup
  53. And here’s what we got: « paid » « trial version » « there’s no free plan. » « need free » « not free »
  54. We also got a 1-start review because we were not clear enough about it being a paid plugin (totally our fault though :/) CLICK HERE TO READ MORE
  55. Conclusion? We don’t have the answer. But we are sticking with free trial + paid plans for now because we are not freemium ready at all.
  56. 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
  57. If you missed it, remember to check out the 1st & 2nd part of our journey SEE PART 1 SEE PART 2
  58. Also, ! if you you want to follow the rest of our branding journey, you can sign up for our newsletter CLICK TO SIGN UP (Next order of business: Standing out in a crowded market)
  59. THANK YOU! customericare.com

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