Get a behind-the-scenes at Branding a Tech Startup: how we crafted the brand strategy, identity, website and social media graphics for messaging bot Flychat.me.

 

– Branding a Tech Startup Phase 1 – 

BRAND STRATEGY

CREATIVE BRIEF

Flychat is a messaging and communication platform that offers a hybrid chatbot X direct-messaging solution. It aims to simplify and streamline the way people connect and interact online. Through their brand strategy, Flychat combines the power of automated chatbots with the personal touch of direct messaging, providing users with a comprehensive and efficient communication platform.

THE CHALLENGE 

Successfully launch Flychat.me in a crowded market by positioning the platform as the SPECIALIST in creating purposeful & efficient conversations between CREATORS and their audiences. The messaging and chatbot market was already dominated by established actors. Standing out among the competition and differentiating FlyChat.Me was a significant challenge.

THE CONCEPT

After conducting a market landscape analysis, as well as customer behavior research, Flychat.me wanted to target creators, as the offer would perfectly fit their needs. We decided to focus on building and strengthening the strong core of Flychat.me’s community that will become brand evangelists: a customer who is so passionate about the brand that they become a brand ambassador, and kickstart a domino effect. We will achieve this through strategic and efficient positioning, clear and focused objectives, clearly defined targeting and an impacting & memorable concept.

The positioning map below shows how we position Flychat compared to its competitors. 

 

Brand Personality 

One of the most important aspects of branding a tech startup, or building any brand for that matter, is creating a distinctive brand personality. Flychat’s personality will set it apart from the rest and give them an advantage when vs. competitors. We believe that Flychat exudes innovation and embraces cutting-edge technology. We determined that Flychat’s primary archetype is 70% creators, people that are inspirational creative and daring.l While its secondary archetype is 30% jesters, people that are fun and playful.

 

– Branding a Tech Startup Phase 2 – 

BRAND DESIGN

 

The brand needs to focus on its value proposition with a differentiating offer (hybrid bot + personalized conversations + CRM). All elements should be conveyed in a brand identity that will appeal to our niche of creators, without excluding other businesses, for future targeting expansion.

 

Creative Direction 

 

Moodboard for the selected creative direction

We worked on several creative directions that would fit the brand strategy and iterated on one based on the client’s feedback. 

Logo Design

 

AHBC Group designed a set of logos for Flychat.me to create a cohesive visual identity while making sure the brand has adapted materials for each platform and placement. We worked on creating colorful combinations to fit the brand’s personality.

Primary Logo
The primary logo for Flychat.me combines a hand-drawn font and a sans serif sleek font to convey the combination of technology and personalized conversations. 

Icon Logo
For the icon logo, we created a simple bubble reminiscent of a messaging bubble that makes Flychat’s offering easily identifiable.

Secondary Logo
The secondary logo for Flychat.me is an iteration of the primary logo, with a messaging bubble integrated within the logo to combine both the primary and icon logos. 

 

 

– Branding a Tech Startup Phase 3 – 

WEB DESIGN

Flychat tasked AHBC Group to design the brand’s website. To bring Flychat’s online presence to life, AHBC Group ensured that the site’s copywriting conveyed the brand’s personality and tone, while the design adhered to the brand’s design guidelines.

 

– Branding a Tech Startup Phase 4 – 

SOCIAL MEDIA

By embodying Flychat’s personality across all touchpoints, including their primary archetypes, we created shareable media posts. These graphics align with their brand personality and help embrace Flychat’s mission. 

 

 

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At AHBC Group, we are passionate about helping entrepreneurs launch and grow a brand that is authentic to them, their purpose, and their audience. We enjoy working with entrepreneurs who have a strong purpose, a clear vision and who are animated by ethical, eco-conscious, and inclusive values, who like to challenge the status quo, and are not afraid to build a truly unique brand. If that sounds like you and you would like to discuss your project with us, apply here!