“We also wanted to project what is the new way of being social. Social media rewards bravery and creative courage, but stepping into the cutthroat world of social media and taking a stand like that can be intimidating,” says Maggie Lower, chief marketing officer at Hootsuite in Vancouver.
Expansión (E): What does this new approach and rebranding of the brand consist of?
Maggie Lower (ML): The new visual identity is intended to reflect the next phase of Hootsuite’s evolution, along with a manifesto that will position our customers at the heart of the Hootsuite story, while acknowledging the new social media landscape in which we all operate.
We wanted a new tone of voice that would show our expertise in the untamed world of social media while having fun. we really believe that the networks social networks are the great equalizer that levels the playing field and creates a Space for everyone to see.
Our new brand approach and tagline, ‘Your guide to the beastly’, encourages our customers to be brave, as we act as their guide in the wild world of social media; helping them to show themselves authentically, while taking advantage of our tools to simplify their efforts and focus on other areas of their business.
I: Which agencies or partners did you work with on this rebranding and how long did it take?
ML: In the planning phase, we have worked with the consulting firm Prophet, who helped us develop our logo, brand colors and overall manifesto. From there, all the work was done in-house. Working with our own teams to bring the rebranding to life was a no-brainer.
We have an amazingly talented team at Hootsuite who bring a lot to the table, from strategic thinking and creative writing to graphic design and video production; they are the ones who know our brand and the unique needs of our customers best. It took us about a year from the start of the project to the launch date of the rebranding (last July).
E: Did you notice a drop in clients that prompted you to change your image or what did you respond to?
ML: Hootsuite created the social media management category 14 years ago. There have been many changes in this time, with the social media space moving at the speed of light. We felt it was time to be bigger and bolder and show the world that We not only understand social networks, but we are social networks.
Our rebranding was designed with our customers at the forefront because they are at the heart of the Hootsuite story. We also see significant potential in social media, especially when it comes to empowering people and driving positive change.
Driving this change requires taking a stand, which was a pivotal point for our rebranding: we are launching a new way of being social by encouraging other brands to stand out and join the conversation in an authentic way, while providing them with the necessary information and guidance. to carry out.
E: What did you do to make your icon friendlier and generate more awareness?
ML: One of our goals with the rebranding is to reveal the personality behind Hootsuite. As part of the initiative, we have appointed our icon, Owly, as chief connection officer.
Owly will showcase his “naughty mentor” persona, referring to common problems social media marketers and small business owners face on social media, encouraging them to be brave and embrace their wilder side. Owly also has a new look that shows her personality; she has a library of 20 expressions including inclusiveness, optimism, frustration, kindness, and love.