Establishing brand personality and brand voice for AuthBridge
Background
AuthBridge is India's largest employee onboarding and background screening company based out of Gurgaon. In 2020, I was roped in to help AuthBridge reposition itself as a technology company with AI / ML capabilities to automate the onboarding journeys for customers, employees, vendors and partners.
Problem statement
Up until 2019, AuthBridge was largely known among the Human Resources community in India as a 'background verification service provider'. The product teams at AuthBridge were building new solutions by leveraging cutting-edge technologies like image recognition, OCR (Optical Character Recognition), RPA (Robotic Process Automation), Video Liveness Detection and Artificial Intelligence to build solutions for several other use cases like customer onboarding, gamer onboarding, onboarding merchants, digital lenders and so on. The scope for potential customers now spanned across 30 new industries – IT / ITes, BFSI, Gaming, Pharma, Manufacturing among many others.
Process
I conducted a series of branding workshops with the marketing team of AuthBridge. During this process, a branding questionnaire was presented and through member interviews, I started mapping brand values, vision, mission, past milestones and present landscape. Through several workshops, I arrived at first defining the brand personality that listed the primary and secondary traits of AuthBridge that also answered the million-dollar question: why they do what they do.
Based on the insights derived from the branding workshops with the leadership of the company, and the personality mapping, I helped the brand establish its too five brand traits and using these traits, I mapped the brand voice, tone and content guidelines for all its marketing collateral.
