Writer > Case Studies > Leveraging AI for Brand Consistency and Growth: A Case Study on Alva Labs

Leveraging AI for Brand Consistency and Growth: A Case Study on Alva Labs

Technology Category

Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Buildings
Cement

Applicable Functions

Sales & Marketing

Use Cases

Building Automation & Control
Time Sensitive Networking

Services

Testing & Certification
Training

About The Customer

Alva Labs is a company that is building a candidate assessment platform with the aim of reducing bias and creating a fairer and more inclusive hiring process. Their platform uses logic and personality tests to reveal candidate potential and identify the best fits for an organization's roles and openings. As part of their growth strategy, Alva is transitioning from sales-led growth to product-led growth, requiring their website to function as a 24/7 salesperson. Their target audience primarily consists of talent acquisition professionals, recruiters, HR managers, and CHROs. Alva operates in competitive markets, particularly in the Nordics and the United Kingdom, and is known for having the most user-friendly and valid assessments in the market.

The Challenge

Alva Labs, a company building a candidate assessment platform aimed at reducing bias and creating a more inclusive hiring process, was in the process of transitioning from sales-led growth to product-led growth. This transition required their website to function as a 24/7 salesperson, necessitating a variety of content offerings for their target audience, which primarily consisted of talent acquisition professionals, recruiters, HR managers, and CHROs. The content needed to reflect Alva's brand pillars of being aspirational, progressive, essential, and approachable. However, maintaining brand consistency across all content was a challenge, especially as some of their content production staff were not native English speakers. Furthermore, Alva operates in a competitive market, making brand differentiation through language crucial to their content strategy.

The Solution

Alva Labs turned to Writer, an enterprise-grade generative AI platform, to help maintain brand consistency across their content. Writer's training happens securely on a company's own provided data, including their best-performing blog posts, landing pages, PPC ads, email, and social media content, as well as their style and brand guidelines. This results in content that is consistent and on-brand, regardless of whether the initial text came from humans or AI. Writer also allows Alva to incorporate their entire brand book, automatically flagging writing that doesn't align with their brand values and suggesting adjustments. This feature has been particularly beneficial for Alva's non-native English speaking content production staff, helping them produce high-quality content without spending significant time on it. Writer has also been easy to train people on, both inside and outside of the marketing team.

Operational Impact

The use of Writer has significantly improved Alva's content creation process. It has taken away the burden of spending a lot of time on line editing, correcting punctuation and grammar, allowing the team to focus more on providing strategic feedback. This has been particularly beneficial for non-native English speaking staff, helping them produce high-quality content more efficiently. Writer has also made it easier to maintain brand consistency across all content, a crucial factor in Alva's brand-building strategy. The tool is easy to use and has been incorporated into Alva's marketing onboarding stack, making it easy to train new joiners. Furthermore, Writer's use has extended beyond the marketing team, with members of the customer success team using it for emails they send to customers, and SDRs and account executives using it in their sequences for clearer communication.

Quantitative Benefit