A brief presentation on what it means to consider your brand holistically.

1. YOUR BRAND
≠ YOUR LOGO
Aaron Gustafson
@AaronGustafson

2. Your brand is how
people perceive
your company

3. Your brand should
permeate everything
your company
provides, publishes,
and communicates
to the world.

15. User-friendly
Creative
Sophisticated

27. Irreverent
Bold
Sophisticated

35. Affordable
Approachable
Natural

39. “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

40. Powered by Service

45. Customer Service
Customer Service
Customer Service

48. “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 Guide
mailchimp.com/about/style-guide/

49. 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 Guide
mailchimp.com/about/style-guide/

52. voiceandtone.com

53. “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

54. Helpful
Cheeky
Fun

55. Now let’s do
some exercises.

56. Thank you!
@AaronGustafson
www.aaron-gustafson.com