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
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
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)