Barbra Gago: evaluation

Transcript context

…Right. It helps close it. We're launching. I wanted to talk about just branding in general. You've worked on such great, big, successful brands and you've helped craft these brands, and I'm just curious what advice you have around just building a brand, a lasting brand, a global brand. What's important when you think about creating a brand for your startup? I think it's something that companies should think about as early as possible and have it not be an afterthought. The product and the brand are the main things that will get customers and keep them and also keep them loyal and engaged. So I think you have to have both. You can't have one or the other. You could have a great brand and if the product sucks, there's only so far a brand can go. And you also can have a great product and maybe not that thoughtful of a brand, but what I've found is that the more the brand is interchangeable with the people at the company and the company itself, the stronger it is, the more authentic it is. When you talk about Google, you also talk about its people. They're one and the same Googlers. And a lot of companies have that same approach. And I think with Miro, we definitely incorporate our values into the brand. Our whole mission was to help companies build the next big thing. This is what we want to do. We want to be the platform that helps companies build the next big thing. We also had to be a big thing. We need to show what big things are. And so your company values, for example, can shape how big and how deep you go with your brand, how authentic it is to the experiences that people have because ultimately, values play a big part because values are foundational to how people behave at the organization, how they work together, how they work with one another, how they work with customers, how they talk to customers. The best way to incorporate your brand and how people are interacting with people that you are selling to, customers or whoever, partners, is to have those values incorporated because then it's every touchpoint isn't something that you have to train people, okay, these are all the touch points and this is how the brand needs to manifest. It already will because it's part of the DNA of the company. So I think really integrating the values can help with that and also, of course, make the brand itself human and authentic and something that people really feel emotional connection to. What's an example of value informing the brand or change or helping you make a different decision maybe at Miro or CultureAmp or Greenhouse to make that a little more concrete?…

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