Working at a Startup: Brand Evolution

by Xania Khan | Startups

This is part two of our Working at a Startup series, the Fonolo Edition. This series documents the lives of real Canadian entrepreneurs as they endure the trials and tribulations of running a technology startup.

Working At A StartupShortly after I joined Fonolo, I suggested the company revitalize their brand. As a newbie, it was tough to come in and immediately shake things up. However, it was necessary. Fonolo was one of the finalists for the "Best in Show" award at the Enterprise Connect Conference in Orlando and, quite frankly, our brand needed some TLC.

It’s important for brands to revaluate their image and how it impacts key components of their business. There’s a visual and technological evolution that startups tend to overlook—busy working on other projects, business development, administrative, resources—the to-do list is endless but ignoring your brand can kill your company.


We all look in the mirror for that once-over before we leave the house. Sadly, some of us don’t and fail to notice small (but important) details. How many times have you seen disheveled people show up at meetings, food in their teeth, their fly down, sweater inside-out, or tags outfacing?  What kind of impression does your company make? If your brand is lacking lustre, perhaps it’s time for a professional to take your brand to the next level—someone other than the owner.


My personal style has evolved over the years; at least, I’d like to think so.  As our personalities develop so does our sense of style—and so should your brand.

Thankfully, Fonolo has evolved over the years and they recognize that, in order to grow their brand and fully maximize their potential, there was only so much they could do on their own. Like most startups, Fonolo outsourced their website and marketing collateral which garnered them success. However, it was time to invest in their future and therefore, hired a creative team to drive new business and create a more polished brand.


Fonolo’s marketing material has made some leaps and bounds, which we feel screams progress. Our 2012 product brochure has a more polished look and advertises our pricing. Although it’s temporary, it definitely offers a more professional look to attract like-minded clients. The guys know how I feel about our 2009 brochure—I cringe every time I see it. (So do they.)


With revised marketing material in hand, it was only natural that our booth adopt a similar feel—sleek and polished. We ditched the clunky computer monitor and invested in a couple of tablets, redesigned our banners and offered free, branded chocolate bars.

The tablets were a huge hit because it allowed us to deliver our pitch at any given time and enabled conference delegates to flip through our presentation on their own time.  The infographic banner had people tripping over one another in an effort to figure it out, a perfect segue into the Fonolo pitch.

In additional to the visual make over, we executed a high level of engagement with our audience. By the way, Fonolo won Best of Enterprise Connect!

So, what’s next for Fonolo? As I mentioned earlier, the 2012 marketing material is temporary; I wanted to implement a quick update to get us through the next few months. I’m knee deep in rewriting all the content on our site as we undergo a complete facelift. It’s not going to be easy but the results will yield much success. I can feel it.

Remember to invest time and resources in your public image: personally and professionally. The old adage, "You never get a second chance to make a first impression," comes into play.

Do you work for a startup where life is crazy? Want to share your adventures on Techvibes? Please contact us.

Toronto, Ontario, Canada

Fonolo provides cloud-based call-back software for the call center. With Fonolo, your customers will never wait on hold again, regardless of where the conversation begins – web, mobile, or inbound call. A growing list of organizations, including RBC, L'Oreal, Nutrisystem, Thomas Cook and the Boston Globe trust Fonolo to improve the call center experience for their customers. Fonolo has... more

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Xania Khan

Xania Khan

Prior to joining Fonolo, Xania spent three wonderful years as the Editor-in-Chief and Brand Director of two national magazines, where she oversaw the entire editorial operations and multi-channel marketing campaigns. With over ten years of experience as an on-air-radio personality/show producer and national columnist for the Toronto Sun, 24 Hours and Sway Magazine, Xania's editorial leadership... more

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