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.

Choosing the perfect set of skis or an ideal board can be a tricky proposition in person but online fitting can be even more challenging. Dave O is joined by Ben Plehal of ski and snowboard retailer Evogear for Part 2 of the conversation from Etail West.

Along with Jason Billingsley, they discuss strategies for giving personal attention to each customer in a multi-channel business plus tips on driving traffic to your enterprise and a few thoughts on AJAX and ways to improve the shopping experience.

MP3 File

[Photo of Ben Plehal by DaveO at Etail West]

Ski and Snowboard multi-channel retailer Evogear.com began online and grew their success into brick and mortar and phone center channels. Tech Operations Manager Ben Plehal explains EvoGear’s ecommerce journey and shares lessons on maintaining a high quality customer experience.

This is Part One, keep your ears open for Part Two.

MP3 File

[Photo of Ben Plehal by DaveO at Etail West]