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WhatsApp stickers are the latest trend in soft branding and employee engagement. Large organizations have a natural pool of potential employee brand advocates and the sending of “branded” organization stickers among their personal network is an ideal way to build brand awareness.
Unfortunately, as with all things social media, a sticker pack is easy to do, but not easy to get right. Being one of the first few Singapore agencies to use stickers for soft branding, here are three lessons the A*STAR Corporate Communications team learned implementing our sticker pack initiative.
Think User First. While it is always tempting to start with what the branding team wants, stickers are meant to be used by individuals, not the organization. Hence, in the design stage, the team needs to put themselves in the position of the user and ask what are the common messages that an employee will want to communicate. Common ones we developed were birthday and holiday greetings, thank you, ok, and sorry to name a few.
Don’t Forget the Branding. It will be ironic if what starts out as a branding initiative, ends up with the team forgetting to include elements of the brand in the stickers. Without communicating the brand, the campaign accomplishes nothing. While branding is important, it is also a balance as over-branded stickers will turn off…
