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Built On Purpose: Evernote

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This year marks the 10th year of Evernote, the popular note-taking app, which means they’ve reached 1
 

Built On Purpose

October 15 · Issue #3 · View online
A newsletter which introduces you to a great, purposeful, and inspiring company every other week.

This year marks the 10th year of Evernote, the popular note-taking app, which means they’ve reached 1/10 of their lofty goal of becoming a 100-year-old company. With millions of users around the world, chances are you might be an Evernote user. This issue we take a look at their recent brand refresh.

What Evernote stands for
Purpose
Evernote was founded to address a growing problem that technology helped to create: how to succeed in a world of an ever-increasing volume and velocity of information.
Our purpose is to give people the time and freedom to focus on what matters by helping them to live more organized lives.
Core Values
  • We are the Notable Herd
  • We Embody Productivity
  • We Debate, Decide, & Commit
  • We Innovate Through Iteration
  • We Help Our Customers Accomplish More
Inside their brand refresh
Say Hello to a Refreshed Evernote
Ever Better: Refreshing the Evernote Brand
S2 E7: Refreshing the Evernote Brand by Evernote
Origins
Stepan Pachikov: The Potential of Memory
Evernote’s Quest To Become A 100-Year-Old Startup
Say Hello to Your New Brain on Evernote, Company of the Year
Takeaways
  • When it comes to defining your brand, start with purpose followed by identifying essential keywords that capture the DNA of your brand. 
  • Finding purpose begins with your origin story - how did it all start?
  • Keep it simple. Evernote narrowed down their DNA to just four essential keywords, optimistic, clever, confident, and clear. The less elements you have, the easier it is to scale across your teams. 
  • A brand is a reflection of your entire company. Therefore, when you set out to define or refresh your brand, make sure to you get everyone involved. 

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