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YOUR BRAND

≠ YOUR LOGO
Aaron Gustafson

@AaronGustafson
Your brand is how
people perceive

your company
Your brand should
permeate everything
your company
provides, publishes,
and communicates
to the world.
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
User-friendly
Creative
Sophisticated
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Irreverent
Bold
Sophisticated
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Affordable
Approachable
Natural
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
“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
Powered by Service
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
Customer Service
Customer Service
Customer Service
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
“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/
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/
Your Brand is not a Logo [GigTank 2015]
Your Brand is not a Logo [GigTank 2015]
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 do

some exercises.
Thank you!
@AaronGustafson
www.aaron-gustafson.com

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Your Brand is not a Logo [GigTank 2015]