Zenyum: Growth, Company Culture and Branded Merchandise

Zenyum is a Singapore-based dental tech startup that is disrupting the multi-billion-dollar orthodontics market globally by offering clear aligners at a third of the cost of traditional ones. Through its technology, Zenyum provides 3D-printed braces and offers cosmetic dental treatment. Its app serves as a touchpoint between dental partners, Zenyum’s in-house orthodontists, and customers, keeping chair time in clinics to the minimum.

Launched in 2018, the company has grown very quickly and currently operates in Singapore, Hong Kong, Malaysia, Vietnam, Indonesia, Taiwan and Thailand. And going by the customer reviews online, Zenyum is clearly doing a fantastic job. They recently raised $13.6 million and will be expanding to more markets soon.

We had a quick chat with their team about company culture and branded merchandise.

How did Zenyum keep the company culture going while the majority of the staff were working from home during the COVID-19 pandemic? 

A key value of our company culture is lightheartedness which requires one to first be in a relaxed state of mind. During the lockdown, we are encouraged to block out time on our calendar for personal-development and self-care. This can be in the form of sports or hobbies. Then when duty calls, we can each be even more present for the work and for each other. 

In your opinion, how important is branded merchandise in building company culture and brand awareness?

The 'swoosh' is Zenyum's mnemonic device for smiles. Part of our mission is to spread more carefree smiles, so having branded merchandise with our 'swoosh' is a fun way to make our customers and partners smile and reinforce what we stand for.

What is the one most important thing you consider when creating merchandise for your brand?

The functionality of the merchandise is key as it has to be an extension of our brand. Hence, first and foremost, the chosen product has to be an agent of our brand voice.

What is your favourite piece of swag that Zenyum has created to date?

This might sound cliche but it's the stickers as they are easy to customise and they can be pasted on almost anything.


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