Not to be treated in silos, combining employer brand with your product company, and marketing initiatives​​ ​is a force to be reckoned with. In this article, we’ll walk you through how to make it work, as experienced by Cape.

During a massive year of growth and achievements, Cape underwent a major brand refresh in 2022. A mid-sized financial services brand, they knew they needed to stand out. But instead of just focusing on ​a​ shiny new product ​and website​, they moved through the branding process with their employer brand firmly in mind, too. 

Their mission: ​A new visual identity that conveys how they sit at the intersection of payments, software, and people​. 

The result: A bold, retro personality and brand tone of voice to match. So effective, they won a design award. 

We’ll explore three of Cape’s key considerations before undertaking the big brand refresh (internally!). Hopefully, it inspires your own employer brand journey. 

Capturing employer branding and product branding as one   

​It was important for Cape to have clarity and consistency between the product brand identity and employer identity. Cape’s new branding is fun, quirky, exciting and challenges the status quo. In their words, it complements their workplace culture perfectly and brings their employer brand to life. 

Hitting two birds with one message 

The number one thing most candidates want to know about a company before applying is, ‘What’s it like to work there?’ Cape’s brand refresh highlights their product value proposition, which offers clarity to potential team members on what they’ll be building, who they’ll be serving, and the tone and environment in which the work takes place. 

Representing values throughout all marketing 

Corporate values aren’t made to gather dust on your About ​Us​ page. Given that 46% of senior leaders would leave a role when there’s a mismatch between values, you’ll want to integrate values into your social posts, blogs, job ads, and talent emails as well. 

But how to apply values to messages without sounding like a broken record? 

Here’s how Cape do it: 

Value: Simpler is smarter 

“We keep our posts and visuals simple through use of plain English and clear graphics.” 

Value: Actions need ownership 

“We highlight the accountability of our team and those in the industry.” 

Value: Visible for all 

“We’re proud of our journey building the Cape rocket ship, and celebrate our wins, misses and learnings to help encourage other businesses to do the same.” 

Value: Empathy over ego 

“We work to ensure our marketing collateral is inclusive, that our content highlights the social impact element of our culture, and that we’re sharing and celebrating the stories and personalities of our team. Each team member gets their own personal portrait that captures their personality in a way that also communicates our quirky Cape brand.” 

Together, the bold visual branding, personalised employee portraits, and values-specific messaging, stories, and content bring both the product and employer brand to life for Cape’s audiences. 

For more employer branding inspiration, watch our webinar, How to Build a Scalable EVP.