Archives For Brand Building

Brand Building: Usability Testing for our Site Redesign

Marisol Rodriguez —  May 4, 2009 — 4 Comments

Note: This post is the 6th in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.

The following post was written by Andrea Lindeman, who is a Usability Engineer at WhitePages.  She explains exactly what that is below.  Enjoy!

Hi, my name is Andrea and I’m the Usability Engineer here at WhitePages. What’s a Usability Engineer, you ask? One of my jobs (among many) is to test all our new designs with actual users to make sure the website is easy to use. We have a strong design team here at WhitePages (Isiah and Alexi wrote about our Visual Identity in an earlier Brand Series post), but every so often we prove that nothing beats watching an actual user as they try to use the site.

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Brand Building: Educating employees on 'brand'

John Lusk —  April 30, 2009 — 1 Comment

Note: This post is the 5th in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.

Alright, here’s the deal.  If you work at a technology company and you start screaming at the top of your lungs that the company brand is going to change, you’re most likely going to be met with a bunch of blank stares.  Branding is a pretty ethereal term to most folks, especially those that work at innovative internet companies.  And WhitePages is no different. When we first started talking about this initiative, I was surprised to learn that most of our 120 employees associated ‘brand’ with colors and logos….and in a number of cases, with a cartoon character. (Seriously. At one point, Captain Contact represented the WhitePages brand.  We’ve since buried him).

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Brand Building: Defining Our Visual Identity

Isiah Sevenly —  April 24, 2009 — Leave a comment

Note: This post is the 4th in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.

In the following interview, you will hear from two Designers that had an integral role in our brand redesign.  Alexi is a Designer working in the Product realm and Isiah works within Marketing.  So, lets get started!

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Brand Building: WhitePages Strategic Brand Platform

John Lusk —  April 22, 2009 — 2 Comments

Note: This post is the 3rd in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.

Alright.  Last week I touched briefly on the market research and analysis that we performed prior to all of our branding efforts. Before I start discussing our ‘brand platform’, I need to emphasize how much information and detail I’m leaving out of some of these posts.  Trying to figure out how to include everything in a way that’s easy to understand, makes sense to most readers and doesn’t completely give away our company strategy is pretty hard.  If we miss something and you want us to address, just let us know in the comments section below.

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In Brand, Brand Building, Marketing, Names, News, Tips and Tricks, WhitePages Mobile , , , , , ,
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Brand Building: Market Research and Analysis

John Lusk —  April 15, 2009 — 2 Comments

Note: This post is the 2nd in a series on Brand Building that highlight the approach that WhitePages has taken over the past 15 months to build and reposition its brand.

Before we kicked off this initiative, there was already a general understanding among employees that we wanted to do something different with the brand. After 10 wildly successful years, people were ready for a change and it was pretty clear that most of our customers couldn’t distinguish WhitePages.com from the actual phone book (btw, we’re not the phone book!). And with the growing concerns around phone book waste and the environmental impact, we risked actually losing future customers and growth opportunities.  How?  If the paper phone book goes away, only those people that know about the WhitePages phonebook will know who we are.  And that’s primarily an older generation of Americans (and Canadians)….which doesn’t present the best opportunities for growing our customer base. What we weren’t clear on was what we wanted the brand to look like and how that new brand would position the company for future growth. So, like good students of commerce, and following textbook play calling, we started our efforts with market research.

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