Most companies jump straight into visuals when building a brand. But Gong took a different approach.

So you made a conscious effort to say, this is our brand personality and here's what that means. Tell me about that.

We went through a process pretty early on, way before the visual identity process, to understand who we are as a brand. Because some people think that choosing your font is, is something random. It's. It's not. There are fonts that make you look serious. They're fonts that make you look playful, they're fonts that make you look scary. Just look at what movie producers use on their posters. They use very different fonts for Batman, for A Nightmare on Elm street and for a ROM call. Right? There are different fonts, they're different colors, there's different everything in the design. So you can't just choose that randomly. And it has to come from a deeper place of who are you? What is your personality as a brand? So we went through that process, I'll cut the long story short. And we, we identified a few qualities that were very important to us. Amongst them, we said we are mature in the sense that we're authoritative and we understand our space.

But.

But we're going to marry that with playful and friendly. Whereas many, many brands think that mature has to come with kind of old and conservative and stuffy. And that's how you end up sounding like a bank. We didn't want to be that, so we wanted to be an authority. But that helpful friend that you can go up to at a cocktail party and ask a question and you know they're going to have a great story. And I think that's the vibe that we're giving off to this day. With Gong Labs content, with Bruno the Bulldog, and with our visual identity and the tongue in cheek tone of voice that, that was all intentional, all came back from that brand personality exercise.