How we communicate

The way we express ourselves and our brand is as important as the way we look. Tone of voice means the way we say things, as a company. We have developed a tone of voice that applies to everything we write, from high-profile marketing communication, such as ads and digital campaigns, to every communication to partners via e-mails or offers. Why? Because every word we use in our communication contributes to how Easee is perceived. Different channels have different requirements. The following guidelines cover a principal direction.


Who are we talking to?

We are talking to more than just one target group when we press that ‘publish’ or ‘send’ button. When posting publicly on LinkedIn for example, the communication is visible to end-customers, partners, investors, media, future employees, and competitors. We can always target our brand communication to reach the relevant people, but always bear in mind that a message can be perceived in a million ways, depending on the receiver.

Customers (B2C)

Partners (B2B)

Employees

Investors

Government/​Politicians

Media

Educational institutes

Competitors

Public


Channels and messaging

Naturally, our language is affected by the platform we are using and the subject of our message. Just as people adapt and shape language to different situations, so does Easee. But we should always reflect the same brand and values.


External

External communication channels meant for Easee stakeholders. Contain product & service information, meant to inform, educate, and engage audiences.

Strategic use

  1. Website
  2. Portal
  3. App
  4. Installer app
  5. Email
  6. Podcast
  7. Webinar
  8. Events

Website

The website is our most important platform for customer engagement. It is key to present current and future commercial goals, and it is our most important brand vehicle. Our news and article hub is the landing pages for many of our most important campaigns and adverts. With this in mind it is important to always think mobile first. We produce articles to strengthen a certain topic or bring more attention towards specific content.

 

Portal

The Portal is a service made to control bigger charging facilities. In the Easee Portal you can manage and keep control of one or more charging facilities you may have access to. In addition, the portal is used to manage your profile and your customer relationship with us.

App

The Easee app lets you manage your Easee Charging Robots. In the app, you have access to all your facilities and the various Charging Robots. The app is available for both Android and iOS.

Installer app

The Installer app is made specifically for installers, allowing them to install chargers faster and more easily. The app is available for both Android and iOS.

Email

We use email to reach partners and customers, in order to give information and empower them to shape the future of electricity with us.

Podcast

In our podcast, we talk about our day to day challenges, how we overcome them and what we have learned so far. You can listen to our podcast on Spotify or Apple Podcast.

Webinar

We use webinars to interact with partners, for example in order to certify installers.

Meetings (physical & digital)

To stay connected to our partners, installers, customers and suppliers we also use meetings. In real life or digital, it is always important to meet to get to know each other and communicate – across borders.

Events

We love to be out and about, meeting people and creating magic. We participate in relevant events, as well as organizing them ourselves to gather all kind of partners.


SoMe platforms

  1. Facebook
  2. Instagram
  3. LinkedIn
  4. Twitter
  5. YouTube/Vimeo
  6. Tik Tok (Advertising)
  7. Snapchat (Advertising)

Facebook

Facebook is a great platform for linking and sharing our own content such as articles about our customers, partners or installers. We can also publish posts about latest news, our products and relevant events. If Easee is written about in the news, Facebook is a great platform to share this content. It’s also a forum for customer support. Simple and confident are the strings to strum here – with a dash of the Easee tone-of-voice.

Instagram

Instagram is primarily a visual platform, and an online showroom into the Easee brand. Here, we’re trying to create a nice feeling around our brand and share some eye-candy. This platform is also great to share our unique selling points with a product image, and to use the story format to show life at Easee and when we are out and about. Regionally, we also use Instagram to promote awareness around our products and features as well.

Linkedin

Linkedin is a platform with a more professional crowd and tone, although the stiffness is getting lighter and more room for the Easee tone-of-voice. The platform gives us more characters to tell our story, and to connect with other businesses. We use Linkedin to talk about news and industry news, promotions and our presence at events – as well as for thought leadership which includes articles from our own webpage. In addition, Linkedin is huge within recruitment.

Twitter

Twitter is a platform that prefers it short and sweet. We use Twitter as a short burst of information about latest news, events and relevant case stories. Hashtag is a big part of the Twitter game – this works as a great way to connect with people in relevant conversations or with participates at the same event.

Youtube / Vimeo

Easee uses both YouTube and Vimeo as video platforms to reach out and to share its products and ambitions with the world, partners, installers and end-customers. On our channel we upload product videos, FAQ videos, podcasts and inspirational videos. YouTube is also used for distributing advertisements.

Tik Tok (Advertising)

On this platform we only do advertising. However, this is a growing platform with big potential for building brand and showing the human side of Easee.

Snapchat (Advertising)

On this platform we are only presence by advertising. We have produced a filter with a lense, where the user can place the Easee charger in the room and pick and change the colour. The possibilities to evolve with both organic and paid content is huge.


Internal

Internal communication channels meant for Easee employees. Contains formal and informal type of communication channels to share, engage and align information across the company.

Platforms

  • Notion
  • Slack
  • Meetings (digital and physical)
  • Email

Notion

Notion is first and foremost a knowledgebase and a hub for static information – and is our go-to for guidelines, reports and employee information. Notion is also the is the library for storage of company information. Some divisions may use Notion as a project tool in addition to Asana. Ask for permission to join or request access as needed.

Slack

Slack is our daily communication tool for information and updates across the company. Slack is divided into categories and comes with a standard set-up, where you join or create additional groups based on your needs. All countries must use Slack as the main source of daily communication – as this is also the sub-tool in times of crisis and delivery of critical information.

Meetings (digital & physical)

Whether it’s in real life or through a screen on our computers, meetings are still an important part of our internal communication. We use meetings to share, align and update each other on work projects across markets – but also to connect in terms of culture.

– Meetings should always have a clear intension, expectations and urgency level. Since meetings can also become excessive, and fill up your work week,  we have a meeting free Wednesday, which we have named the Easee day. Intension is to boost productivity and reduce negative stress, by breaking free of the hamster wheel.

Email

Email is intended for important internal information which does not require an immediate response, or communication to the outside of our own organisation. Not be a slave to the inbox – is it important the sender is also in contact on other channels.


Overall ground rules

The role of communication is to clarify what makes Easee relevant and unique. And to create emotional bonds to our customers – beyond products and services. Our overall ground rules and core values should always be followed in our written and spoken language. Doing so we become clear as a brand and differentiate ourselves from the competition.

Ground rules

It’s all about the right order of things

Start with the intension of the communication. Great content gives great value to our audience. We always choose quality over quantity in terms of communication. Are we on brand? Then we can tailor the communication to the right platform. Get it? Do not start with the platform first.

Ground rules

  1. What is the intention of the message?
  2. Give our audience content of great value
  3. Always publish content with quality over quantity
  4. Be on brand with our tone of voice and look & feel
  5. Publish the right content on the correct platform

Our communication is based on;

  • Our ground rules (see above)
  • Our core values (see illustration)
  • Taking the lead and setting the agenda

Core values


Tone of voice

It is not easy to describe the tone of voice of Easee. But we will give it a go. Our voice is captured in seven strong words. These are the characteristics we want the world to associate with us. But let us emphasize. We cannot be all of these at once. It is like a buffet, where the tone of voice is tailormade to the content. To exemplify, if Easee win an award, we should be proud, but also humble. When communicating our product and company news we should be open, with no hidden agenda. In short – the way we speak and write is our chance to bring the Easee personality to life.

In terms of being a global company, Easee should always strive to use the same tone of voice in all markets and all languages. No lost in translation scenarios please.

Open

–  Everything we do is transparent

Honest

–  Honesty last the longest

Proud

–  What we are doing is changing the world

Humble

–  It’s in our DNA

Direct

–  Time is precious

Transparent

–  No hidden agenda

Brave

–  We dare


Do’s and dont’s

Remember that everything communicates, and our tone of voice is no exception. When writing or speaking, please follow this list of do’s and dont’s to stay on brand.


Storytelling & content strategy

We practice what we preach. It’s true. Everyone who is part of Easee knows it’s true. From the quality of the products to the never-ending focus on our visions and core values. We mean everything we say. Unfortunately, many companies preach all the same, but don’t put their words into practice. Our messages end up sounding the same and not everyone is willing to listen.

So, let’s take a step back and analyze. How do we make our customers believe that we are speaking the truth? Not by constantly telling them, but by showing them. Not just by showing them but making them show each other.

Go deeper. We are not just broadcasting; we want to be part of the conversation. Storytelling. Through and from our community. We can be the leading example to show the world that it is worth it to be honest, loyal, and trustworthy. It’s durable and memorable. It’s Easee.


Key messages

Remember; a strong, consistent, and direct key message is a vital part of being a global brand that people can recognize and relate to. Individual messages divide the brand and creates uncertainty around the awareness. The key messages should always be perceived the same way in all markets. It is therefore crucial that the translations are made to match the original meaning.

We divide the key messages into two categories. Product specific key messages and company & culture specific messages.


Timing

As mentioned before. Always communicate the right content, in the right channels, to the right audience, but don´t forget the most important part of the formula, the right timing. Good timing versus bad timing is always relative, when you know, you know. Zoom out and see the bigger perspective in terms of company communication and impact. In terms of a crisis, we should respond quickly to gain trust.

Maturity of the brand and EV adoption in the market is also about finding the right timing for our communication and messaging.


Examples

  1. If the company is in a crisis in terms of PR, SoMe related cases or in the spotlight for unfortunate reasons, always run the communication through our Crisis Communication team before publishing.
  2. Be aware of the brand maturity in your market. The communication might be spot on in one market or region, and way off in another.
  3. What is internal understanding and what is real? Never assume the what the recipient thinks – test you message on several colleagues before sending it out.

Communication KPI’s

Measuring Communication in terms of KPI’s might be tricky. But not impossible. It is highly important that we are using meaningful communications metrics to track its value to our brand. In other words, why it’s worth the effort!


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Number of earned media mentions

Easy to track via media monitoring and keywords, the number of times Easee is being mentioned online, in print or socials. Earned media mentions highlights the communication team’s job of securing message positioning across media.


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Percentage of media coverage by type of media

Key indicator to measure the relevance of our chosen media channels. This is a measurable metric that will allows us to understand the most effective media channels and it is comparable over time. It also highlights the communicator’s knowledge of the sociocultural environment.


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Real online earned audience

To identify the actual number of readers of our online articles/news. To count the number of unique users that are reading earned media mentioning Easee. This provides a more accurate view of engagements compared to “Reach” or “Readership” metrics like UVPM (unique visitors per month), which only shows the website’s total visitors in a given month, not how many people read a specific article.


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Sentiment

When measured correctly, sentiment is a powerful reputation management metric that can be measured on a regular basis. Its frequent comparison also gives you insight into the health of your organization’s image. After all, communications professionals are the guardians of reputation.


PR & Communications contacts

There should always be pointed out Easee spokespersons from each market that are allowed to give statements to the media/press. These could be: local press contacts/​communication manager, country managers, sales/marketing representatives, management. This is to secure consistency – accuracy and PR-network.

Easee AS (Global)

Cecilie Våge
Head of Comms.

Linda Berg Kjærås
Internal Comms. Manager

Kenneth Bjerga
Head of PR – Nordics

Christian Sædberg
Comms. Manager – Nordics

 

Easee Benelux

Tessa Graus
PR & Comms. Specialist

Easee Germany

Michael Hoffman
B2B Marketer

Easee UK

Lucie Tudal
Events & PR lead

 


Toolbox

The intention of the toolbox is to share the same information and the same story in all markets. In our toolbox you will find documents covering different topics related to PR & Communications – available for download. The content may be shared with media representatives in Easee markets.

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