Branding from Email to Customer Service

We don’t do a lot of posts on branding on Get Elastic, but I had to blog about Seattle-based ski, snowboard and wakeboard shop evogear. evo is an example of a retailer that has taken its corporate culture and incorporated its personality into nearly every aspect of its marketing.

Exhibit A: Email Sender Name

Using square brackets, [evogear.com] has differentiated itself. dELiA*s also has a unique approach.

Exhibit B: Email Creative

This Fourth of July email adds personality like Cheez Whiz. Hot Summer Days links to boards, shorts and bikinis, and Cool Summer Nights links to hoodies. “Warning: Lighting Fireworks in Your Hand is Never A Good Idea.”

Exhibit C: Funny Home Pages

I already blogged about evo’s Valentine’s day home page, this is a more recent banner:

“You may be dumb but at least you’ll look good.”

Exhibit D: Product Descriptions

evo’s product descriptions “are like, totally geared to the target market.”

Exhibit E: Creative About Page and Employee Profiles

Mo Hawk is so cool because he is Asian and is in charge of “strategery.”

Exhibit F: Customer Service

I had a chuckle on hold with customer service, when the pre-recorded voice assured me a representative would be with me shortly, but “feelfree to grab a brush and rock out to the mirror — we won’t tell.”

Other outdoor gear retailer Moosejaw Mountaineering also uses humor, and Backcountry.com boasts its products “ship wicked fast” and won’t even hire a janitor that doesn’t like to ride, shred or climb.

Have you experienced a company that incorporates its brand into every marketing touchpoint? Please share in the comments.

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10 Responses to “Branding from Email to Customer Service”

  1. DJ Waldow says:

    Linda -

    As an email marketer…you *knew* I’d have to weigh in, right?

    My one caution for evogear would be that putting “[ ]” in the From Name may trigger some spam filters. Same thing goes for dELiA*s and their “*” in the From Name.

    I wonder:
    a. if they tested
    b. what the results of their tests were

    dj

  2. JJ Gould says:

    There’s Woot.com; everything from their product description to their blog to their FAQs reflect the same irreverent humour.

    http://www.woot.com/

    Unfortunately, they only ship to the continental US.

  3. This is a great example of a brand that knows what it’s all about and unapologetically embraces its identity.

    Personally, I like the clothing store Life is Good. Ever seen their stuff? The designs range from gently irreverent to philosophical.

  4. Gotta agree with DJ… there’s times when maybe it’s safer to be the same as everybody else! Although, to be fair, I did check my own email and SpamAssassin hasn’t added any weighting to email from people with [] or () or even (“-_-ยดยด) in their addresses so maybe it’s safe.

    [productname] strikes me as the electronic equivalent of an “AAAAA111111 Plumbing” Yellow Pages listing :-)

  5. Linda-

    I really love what evo is doing; in their neighborhoods, their communities, for their sports, and for online retailing. Having visited their store and meeting several of the employees it is easy to understand their approach of bringing personality and creativity to their marketing and branding. Everyone is passionate about what they do in the office and on the slopes and the company has found a way to encourage and promote their employees to be personable and real, not fake or dull which makes the connection with customer so much more rewarding and pleasurable.

    keep it up evo! and get elastic rocks.

  6. It’s amazing how much difference that one change to the evogear “from” name made visually. That spoke to me so much more than anything else in this article (and the whole thing is good).

  7. @DJ – yeah, I wonder if they’re testing and I’m the lucky treatment group :) Works for me, I like it but some may slip through my spam filter from time to time. I use Gmail and rarely check the Spam.

    @JJ – Oh I love Woot they are funny!

    @Bean – thanks for the tip, I checked out their site, and Life Is Good has a nice story
    http://www.lifeisgood.com/about/

    @Jon – shh, I was going to pitch jason on changing our blog feed to “AAAAA111111 Ecommerce Blog” so we’re tops in your feed readers. Now he’s wise to my tactics…

    @Ryan – yeah that’s a good model for satisfied employees :)

    @Miva – :) in theory this works until others try to copy you and you no longer stand out…

  8. @Linda@Miva – there will come a time when every address in your inbox is festooned with brackets, asterisks and other visual bling. Then the way to stand out will be to just use your unadorned company name.

    Plain is the new fancy.

  9. Casey says:

    They do a good job of relating to their customers and bridging the gap between their company and their customers.

  10. [...] Showing some personality in your copy can also be persuasive, as it humanizes your website and creates positive vibes about your brand which can make people feel better about doing business with you. [...]

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