For Miso branding strategy to be a natural part of the company, it was essential that most members in Miso agree with such branding direction and understand the message fully. At least once in a month, I gave presentations at the company all-hands meeting to reiterate the core message of Miso brand.
Below are some core ideas that I repeated by showing a new branded content or sharing an interesting survey findings.
Miso’s Golden Circle: Why, How and What
Great brands talk to customers from the Why. Why does our product exist? How do we achieve that goal through what measures?
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Why
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We build technology that enhances our lives offline.
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How
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Through simplicity and seamlessness
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What
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We make booking hundred of home services as easy as buying a product online
Miso’s Brand Persona & Story
Miso Brand Story
By combining a series of surveys sent out to Miso’s frequent customers and Miso branding direction agreed by the team, I tried to write a detailed description of the most loyal Miso customer.
“Let’s visualize the Miso’s customer as a single person. She makes bold, conscious choices. She is not swayed by other tastes or the current trends but knows what she prefers both in career and life.
She is proud of her distinct taste. Satisfied her way of living, she believes she has an ability to solve problems on her own. She does not waste her time watching YouTube or scrolling through Instagram feeds but seeks the real joy of living in reality.
She knows how to enjoy life. She lives for herself, not for other, when working, exercising and going on an adventure to a different country. She does not doubt that seeking experiences is the best way to live a happy life.
She uses Miso to fully enjoy those perks in life. Thanks to Miso, she’s freed from the chores that keeps her from focusing on her life.”
