Uploaded byJonathanBowman24
177 views

Building Your Brand

The document details the process of building a brand, emphasizing the creation of a brand system to enhance understanding and application of the company's identity. It outlines the goals of repositioning the brand for increased sales and investment, defining the brand's mission, and understanding customer perception. Additionally, it discusses the importance of visual identity, logo design, and brand attributes as essential components of a successful branding strategy.

Download to read offline
1 / 140
2 / 140
3 / 140
4 / 140
5 / 140
6 / 140
7 / 140
8 / 140
9 / 140
10 / 140
11 / 140
12 / 140
13 / 140
14 / 140
15 / 140
16 / 140
17 / 140
18 / 140
19 / 140
20 / 140
21 / 140
22 / 140
23 / 140
24 / 140
25 / 140
26 / 140
27 / 140
28 / 140
29 / 140
30 / 140
31 / 140
32 / 140
33 / 140
34 / 140
35 / 140
36 / 140
37 / 140
38 / 140
39 / 140
40 / 140
41 / 140
42 / 140
43 / 140
44 / 140
45 / 140
46 / 140
47 / 140
48 / 140
49 / 140
50 / 140
51 / 140
52 / 140
53 / 140
54 / 140
55 / 140
56 / 140
57 / 140
58 / 140
59 / 140
60 / 140
61 / 140
62 / 140
63 / 140
64 / 140
65 / 140
66 / 140
67 / 140
68 / 140
69 / 140
70 / 140
71 / 140
72 / 140
73 / 140
74 / 140
75 / 140
76 / 140
77 / 140
78 / 140
79 / 140
80 / 140
81 / 140
82 / 140
83 / 140
84 / 140
85 / 140
86 / 140
87 / 140
88 / 140
89 / 140
90 / 140
91 / 140
92 / 140
93 / 140
94 / 140
95 / 140
96 / 140
97 / 140
98 / 140
99 / 140
100 / 140
101 / 140
102 / 140
103 / 140
104 / 140
105 / 140
106 / 140
107 / 140
108 / 140
109 / 140
110 / 140
111 / 140
112 / 140
113 / 140
114 / 140
115 / 140
116 / 140
117 / 140
118 / 140
119 / 140
120 / 140
121 / 140
122 / 140
123 / 140
124 / 140
125 / 140
126 / 140
127 / 140
128 / 140
129 / 140
130 / 140
131 / 140
132 / 140
133 / 140
134 / 140
135 / 140
136 / 140
137 / 140
138 / 140
139 / 140
140 / 140
Building Your Brand 1
Building Your Brand Jonathan Bowman 4/14/20 2 Version 1.0
What is the process Baseline Research/Discovery Definition Voice and Tone Curation Logo Ideation Close 3
GOAL Build your brand 4
Goal Build a new visual identity that will: • Reposition us to gain more sales and investment • Attract new investors • Increase revenue • Increase sales • Visually safeguard our brand • Have our brand match our audience better • Have more meaning to what our company stands for 5 Have a reason. Identify a problem and create a reason to build you brand.
Why now? We hit a high point in understanding who we are, it’s imperative to capitalize on that high point and provide guidance and structure to our focus. 6 Explain why the timing is right. Understand if it is.
So what are we building? 7
We are building our Brand System 8 Define what you are building.
THE BRAND SYSTEM What is the brand system? 9
What is a brand system? The brand system is a set of guidelines that allow everyone in the company to visualize and understand, clearly, how all the elements work together, how the brand should be applied, and what the core of the brand is. 10
How long will it take? The framework for the brand system, elements, is already complete, the only thing left to do is customize it with a logo, colors, and styles. 11
A Brand System is 90% planning and 10% execution. 12
DISCOVERY SYTH EN SIZIN G YOUR BRAND LOGO
Done!
What is a brand system? 15 The brand system is a set of guidelines that allow everyone in the company to visualize and understand, clearly, how all the elements work together, how the brand should be applied, and what the core of the brand is. Repeat terms and phrases. Re-introduce often.
Without a system 16
With a system 17
Brand System impact Once we have the brand system in place, our entire viewpoint changes. DIRECTION FOCUS HYPER-PRODUCTIVE INCREASE OUTPUT ATTRACTION With a system $$ INVESTORS CUSTOMERS PARTNERS 18 Attraction Sweet Spot
Brand system composition This is what a design system is made of. Elements Application Logo Colors Motif Illustrations Types Shapes Voice Web app Videos Emails Guide Mobile app Ads Recruiting Office Swag Blog Website Store 19 Core Mission Attributes Narrative We won’t discuss narrative in this class. : (
Narrative Brand narrative is the collective narrative of ideas experiences, and values that represent the tangible depth of the brands emotional relationship with its customer.
Brands stories Brand stories pick a piece of the narrative, themed within itself, and tell a story about a specific use case.
Brand system composition This is what a design system is made of. Elements Application Logo Colors Motif Types Shapes Voice Web app Videos Emails Guide Mobile app Ads Recruiting Office Swag Blog Website Store 22 Core Mission Attributes Narrative Illustrations
Brand system composition This is what a design system is made of. Elements Application Logo Colors Motif Illustrations Types Shapes Voice Web app Videos Emails Guide Mobile app Ads Recruiting Office Swag Blog Website Store 23 Core Mission Attributes Narrative
CORE Defining our Core 24
Defining our Core Mission ______ mission is to introduce next generation genomic technology into the Indian healthcare system, as a means of creating personalized and preventive health management for the millions of newly health conscious Indians. Our attributes are… We will go over them; in this deck. Our brand narrative is… In progress 25 Make sure you have all of these!
BRAND Brand 26
What is a Brand? A brand is: “A customer’s gut feeling about a product, service, or company.” Branding is not a Logo A logo is a symbol for the brand A brand is not a product A brand is not a promise A brand is not the sum of all the impressions a company makes on an audience || Pause and think about a time you wanted to buy a product, saw an unfamiliar brand, and decided to go with it, based on your gut. As defined by Marty Neumeier, Author of The Brand Gap. 27
The brand is the company’s most valuable asset, on a company's balance sheet. 28
BRAND NAMING What’s in a name? 29
Brand Name Types Eponymous Named after the brand creator. Disney Burberry Tesla In homage to Nikoli Tesla Adidas Adolf Dassler (ADI-DAS) Descriptive A description of the service they provide, is in the brand. American Airlines Home Depot Acronymic Acronym based. GE KFC BP HSBC 30
Brand Name Types Suggestive When a brand suggests attributes or benefits. REALWORDS Uber Slack Searchable Log of All Conversation and Knowledge Associative When a brand associates itself with an element or item. Redbull Amazon Sirius XM COMPOSITE WORDS Facebook Ray-Ban INVENTED WORDS Kleenex Pinterest 31
Brand Name Types Non-English Brands that have meaning in non-English languages. Samsung (three stars-Korean) Hulu (gourd used to store precious things) Lego (play well-Danish) Zappos (shoes) Abstract No intrinsic meaning, however, they smartly use phonetics create a powerful meaning. Rolex Kodak 32
33 Brand Name Types Acronymic SuggestiveEponymous Descriptive Associative Non-English Abstract
What name type do we have? 34
What name type do you have? 35
BRAND TYPES How are brands categorized? 36
Brand Types Disruptive Brand Challenges the current ways of doing things and introduces new concepts that substantively change the market Conscious Brand Is on a mission to make a positive social or environmental impact or enhance people’s quality of life Service Brand Consistently delivers high-quality customer care and service Innovative Brand Consistently introduces advanced and breakthrough products and technologies Value Brand Offers lower prices for basic quality Performance Brand Offers products that deliver superior performance and dependability Luxury Brand Offers higher quality at higher price Style Brand Is differentiated through the way its products or services look and feel, as much as or more than what they do Experience Brand Is differentiated through the experience it provides, as much as or more than the product or service 37
Brand Types Disruptive Brand Conscious Brand Service Brand Innovative Brand Value Brand Performance Brand Luxury Brand Experience Brand Style Brand Position Category Leader Tone Rebellious Confident Daring Position Higher Purpose Tone Inspiring Thoughtful Transparent Position Customer Need Tone Humble Predictable Friendly Position Possibility Imaginative Progress Tone Category Leader Position Populist Tone Down-to-earth practical straightforward Position Performance Standard Tone Precise Competent Reliable Position Higher-priced brand Tone Discriminating refined glamorous Position Functional Tone Creative stylish Contemporary Position Customer Emotion Tone Energetic Imaginative 38
Where does your company fit in? 39
LOGO Logo 40
What is a logo? A long time ago, our human ancestors used symbols, to communicate: concepts, ideas, thoughts, and messages. 41
Logos today Today we do the same, with logos. 42
Yes, but what is a logo? Lockup Anatomy Mark Wordmark Logo Lockup A logo identifies a business in its simplest form — via the use of a mark or icon. A logo identifies, it does not, explain. 43
Connection between a logo and brand Here’s a visualization of how a logo and A brand are connected. 44
Logo requirements A logo needs to: 1) Stands out and striking 2) Original 3) Memorable 4) Have impact 5) Professionally designed 6) Must identify the brand, not explain 7) Adaptable (16 px) 8) Recognizable (100’ wide) 9) Trigger thoughts and feelings 45
The power of brands and logos study The data doesn’t lie! Studies show that the recognizability of a brand and logo, increase brand awareness. 46 SEE REFERENCE PDF
Why is awareness powerful? Because it’s the first step in a purchase cycle. 47
Now, it's clear, it is our duty to deliver a proper brand. 48
It’s also clear that a brand is powerful. 49
How might we use our power responsibly? 50
TRADEMARK Trademark 51
Trademark A trademark is a type of intellectual property consisting of a recognizable sign, design, or expression which identifies products or services of a particular source from those of others, although trademarks used to identify services are usually called service marks. 52
Emotional ROI, of a trademark You won't always like a logo right away. A trademark gains meaning and power overtime. Day 1 Day ~100 53 REMEMBER THIS
IDENTITIY Identity 54
What is Identity? Identity is the collection of all elements that a company creates, to portray the right image to its consumer. Identity is what you can see. Motion graphics Bilboards Letterhead Envelopes T-Shirts Colors Language Typeface Logo Marks Styleguides Company Name Packaging 55
IMAGE Brand Image 56
What is your brand image? Image is how consumers perceive the company. Identity and image must match or business will become difficult to conduct and its value may fall. When the brand identity and brand image match, the product becomes top of mind for the consumer. 57 IDENTITY IMAGE+ = BUSINESS FAILURE IDENTITY IMAGE+ = TOP BRAND & PRODUCT
58 PROCESS The logo design process explained
Process Discovery The first part of the process is the discovery part. This is essentially a research project to gather information about the brand. Gathered a collective understanding of the company and what we offer. By having interviews with each stakeholder and identifying patterns, themes, likes, dislikes, and philosophies. Synthesize Next, all the information that was gathered will be synthesized into 3 “style-scapes.” Review and Choose We will review and choose from 3 choices. We may land on what we love and hate from these three style-scapes. That’s okay. If this happens we will extract elements, we like, from the 3, and repeat the process; as needed. Finalize Finalize and refine the logo. 59
Goal Build a new visual identity that will: • Reposition you to gain more sales and investment • Attract new investors • Increase revenue • Increase sales • Visually safeguard our brand • Have our brand match our audience better • Have more meaning to what our company stands for 60
STARTING POINT Where we started 61
Where we started This is where we started. 62 Make sure you show the old brand
63 SYNTHESIS The steps we took together
Synthesis We explored different words that allowed us to peer into who we are as a company. 64
High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 65 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Synthesis
Synthesis Patterns arose, quickly, and those words were grouped into categories. 66
High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 67 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Medical
High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 68 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Genetics
High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 69 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Precision
High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 70 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal High Value
High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 71 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Human
Synthesis Those categories were further consolidated. 72
Patterns Medical 73 Medical Authority Care Health Scientific Well being Medicine Health Care Genetic Genetics Genealogical Genomic Curiosity History Transparent Genuine Life Personal Engaging Entertaining Human Help Joy Passionate Approachable Simple Actionable Informative Self Improvement Improving Useful High Value Vivid Illuminating Enriching Value Convenient Total Package Powerful Precision Precise High-tech Accurate Confidence Truth Clear Authority Innovative
Medical 74 Medical Authority Care Health Scientific Well being Medicine Health Care Genetic Genetics Genealogical Genomic Curiosity History Transparent Genuine Life Personal Engaging Entertaining Human Help Joy Passionate Approachable Simple Actionable Informative Self Improvement Improving Useful High Value Vivid Illuminating Enriching Value Convenient Total Package Powerful Precision Precise High-tech Accurate Confidence Truth Clear Authority Innovative Patterns
Medical 75 Genetics HumanHigh ValuePrecision GENOMICS NEXT GENERATION PERSONALiZED Patterns
76 GENOMICS NEXT GENERATION Patterns PERSONALiZED
Final Set 77 This set of words, helped inform the stylescapes. PERSONALIZED NEXT GENERATION HEALTH
High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Pare Down 78 WORKING SESSION
Holding Zone 79 WORKING SESSION Linda Personal Actionable Health Confidence CV Enriching Personal Medicine Healthcare Gareth Powerful Medicine Healthcare Useful Approachable Aneil Health Scientific (innovative/confidence) Human Actionable Human Approachable Innovative Powerful Empowering Personally Actionable Confident Human Approachable Innovative Empowering Confident
80 Pare Down WORKING SESSION EmpoweringApproachable InnovativeHuman Confident
81 WORKING SESSIONCompany Attributes 1) Atribute 1 2) Attribute 2 3) Attribute 3 4) Attribute 4
BRAND ATTRIBUTES Brand Attributes 82 WORKING SESSION
High-tech Accurate Help Joy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Reference Set 83 WORKING SESSION
Brand Attributes Culture This describes your roots Passionate Pioneering Trustworthy Valuable Simple Privacy-forward Customer This describes your customer Curious Elite Urban Hopeful Affluent Health Focused Voice This describes how you sound to others Clear Direct Scientific Genuine Transparency Confident Brave 84 Feeling How others feel about you Caring Healthy Respect High Quality Impact Tangible impact Street Cred Save Lives Understand who I am Be a leader Be informed Be educated X-Factor This makes us different Smart Real Science Cutting Edge Ethical WORKING SESSION
BRAND STATEMENT Brand Statement 85 WORKING SESSION
Brand Statement Name 86 Company provides ___________________________ to _____________________ Product or service ????? ????? Customer Culture in a ___________________________ environment with a _____________________.????? ????? Voice Helping them feel ___________________________ and _____________________.????? ????? Feeling Impact WORKING SESSION Mission Company’s mission is to introduce next generation genomic technology into the Indian healthcare system, as a means of creating personalized and preventive health management for the millions of newly health conscious Indians.
Brand Statement Company provides a health platform to hopeful diabetics in a passionate wellness focused culture, helping them feel, alive, connected, and inspired to live a better quality life. 87 WORKING SESSION
COMPETITORS Who are our competitors? 88 WORKING SESSION
89 Competitors WORKING SESSION Different Problem Direct Different Customer Different Product Category
90 Competitors WORKING SESSION Different Problem Direct Different Customer Different Product Category
Competitive Analysis - Company vs. Competitor 1 Assessment Us/Them Us Them Capability Name Unique Capabilities Us Them Best Capabilities Us Them Same Capabilities Us Them Poor Capabilities Importance to customer Low 1 2 3 4 High 5 Name X Name X Name X Name X Name X Name X Name X Name X WORKING SESSION
Competitor Websites 92
LOVE & HATE Love & Hate 93
Love and Hate (Themes) The purpose of this is to identify what we love and hate. To help us identify what we want our brand to fee like and what we don’t want it to feel like. 94 Things we HateThings we Love Technical Nerdy Pseudoscience AI, as a buzzword Politics and controversy Lack of information Indian Design Bad Design Cluttered Design Reliability Trustworthiness Standardization Value Recognizable Simple Iconic Thoughtful Genuine Transparency Well being Useful Confident Brave Clear informative Scientific More is more Passionate Math Entertaining Engaging
INSPIRATION Who inspires us? 95
Things we LoveThings we Hate HIGH LOW SENTIMENT SENTIMENTLOW HIGH Brands 96
VISUAL INSPIRATION What inspires us; visually? 97
Things we LoveThings we Hate HIGH LOW SENTIMENT SENTIMENTLOW HIGH BRIGHT CLEAN More color Toy-LikeCLEAR DIRTY CLUTTER PURPOSELESS SILLY USELESS LOW QUALITY Phylogenetic trees Visual Styles 98
OUR CUSTOMER Who is our customer? 99
Defining a customer In this nascent stage, a customer is: anyone engaging with us to partner, buy, consume, or invest in our product. Why? Because the first engagement with a potential customer is our brand. Our brand will be our vehicle that drives leads. 100
Customer Regions Here are our customer regions. Unless we are creating specific content for a region, our brand is 100% agnostic. Noting regions is necessary to help explain our proto-personas. 101 + + USA INDIA
USA Here’s a list of our USA Customers. Elite Athlete Early Adopter Tech Nerd Enthusiastic Practitioner Academic We will need to further refine these. 102 WORKING SESSION
India Here’s a list of our India Customers. Influencer Matriarch Enthusiastic Practitioner Fitness Fanatic We will need to further refine these. 103 WORKING SESSION
Vijay Chakravarti 104 Married 2 kids Influencer Demographics Male Vijay (35) Lives in Delhi Married for 5 years (arranged) Vijay works for a tech company (COO), STARTUP Backstory Come from a medium sized family/urban Went to university IIT, Delhi, MBA in the US in NYC Religious Brands: some European, Ritz, Taj, Sports wear Nike, Apple Watch, iPhone, Mac computer Customer needs Exceed their needs Health checks Tests based on personalization Makes him look more informed His parents are professional/successful Cutting edge Family history health PREVENTION HEALTH CARE Polygenic risk score [very sophisticated] Family history Prestige Wants to boast about this in his circles R1A/R1B Spouse: Sravia (33) Children: Krishna (3), Female Priya (1)
Latha Chakravarti Married 2 kids Matriarch Demographics Female Latha (60) Lives in: Delhi Relationship: Married for 37 years (arranged) Occupation: Stay at home mother, volunteers with Rotary. Backstory Religious: Brands: Customer needs Exceed their needs Health checks Tests based on personalization Makes her look more informed Comes from a medium sized family/urban Doesn’t work, really into her families health, Very close, very tight-knit St. Stephen's College - PhD Physics Family health Concerned about her husbands health Concerned about heart disease And her grandchildren’s health and well being Member of Rotary, like to tell them about Obtaining genetic data Spouse: Apparao (62) Children: Vijay, Male (35), Sandeep, Male (33) Other Details: Has a cook, is vegetarian. 105
106 Divya Singh, MD Married no kids yet Enthusiastic Practitioner Demographics Gender: Female Name: Divya Singh (33) Lives in: Bangalore Relationship: Married for 6 years (arranged) Occupation: Doctor at Narayana Health, Primary Care Backstory Comes from a medium sized family/urban Comes from an affluent family Brands: Customer needs Medical training in UK, undergrad in India Learn more about genetics Feel innovative Prestige of being known Needs to be a leader in the space Needs status Spouse: “Rohit” (35) Children: None Exceed their needs She gets other patients to come to her Because her rep is spreading about being A leader of this program Other Details: Very interested in genetics Attracted to her job because she felt they were very innovative Orders clothes online, has cousin bring them over from the US. Religious:
STYLESCAPES Stylescapes 107
Process Discovery The first part of the process is the discovery part. This is essentially a research project to gather information about the brand. Gathered a collective understanding of the company and what we offer. By having interviews with each stakeholder and identifying patterns, themes, likes, dislikes, and philosophies. Synthesize Next, all the information that was gathered will be synthesized into 3 “style-scapes.” Review and Choose We will review and choose from 3 choices. We may land on what we love and hate from these three style-scapes. That’s okay. If this happens we will extract elements, we like, from the 3, and repeat the process; as needed. Finalize Finalize and refine the logo. 108
Timelines Due date for feedback 24 hours. 109
THREE DIRECTIONS We have three directions 110
111 We have three directions A direction will allow you to think about the stylistic approach you want the logo to go in. REMEMBER: You are only looking to drive the direction of the logo, by making a decision on which direction to go in. The stylescapes are tools, to allow you to drive that decision. Make a choice, it's not a commitment, then move on to the logo process. How to Stylescape?? 1) Omit 1 stylescape. You may find one stylescape, just docent work at all. That’s okay, eliminate that one. 2) Choose 1 Or 3) Choose 1 with elements from another stylescape. What you’re picking out Colors Color direction Feeling Look Icon types Font types Sensation And Direction
Disclaimer The brand is agnostic to regions. You will see more westernized styles, but do not expect Indian specific tones, as the brand feeling, should be agnostic to ethnicity and race. 112
DIRECTION ONE Direction One 113
Direction One - Elite Health Narrative 114
DIRECTION TWO Direction Two 115
116 Direction Two - Medical Caring Narrative
DIRECTION THREE Direction Three 117
118 Direction Three - Classy Future Narrative
Do we need 24 hours? 119
Do we think we can answer the question about what brand type we want to be? 120
Brand Types Disruptive Brand Conscious Brand Service Brand Innovative Brand Value Brand Performance Brand Luxury Brand Experience Brand Style Brand Position Category Leader Tone Rebellious Confident Daring Position Higher Purpose Tone Inspiring Thoughtful Transparent Position Customer Need Tone Humble Predictable Friendly Position Possibility Imaginative Progress Tone Category Leader Position Populist Tone Down-to-earth practical straightforward Position Performance Standard Tone Precise Competent Reliable Position Higher-priced brand Tone Discriminating refined glamorous Position Functional Tone Creative stylish Contemporary Position Customer Emotion Tone Energetic Imaginative 121
122 Feedback Is there one we can eliminate? Any elements we are drawn to? Do we want to mix? FEEDBACK I like or dislike x y and z.
We ran through words that helped us define what the company is about. 124
125
126 Collect Analyze Report
127 Prevent Pinpoint
128
129
131
137
Do we need more time? 138
PROCESS
Building Your Brand

More Related Content

PDF
IDEA TO IDENTITY: THE DESIGN OF BRAND
bySudio Sudarsan
 
PDF
How To Design a Brand Identity
byCreative Market
 
DOCX
The Complete Guide to Naming Companies & Products
bySteve Manning
 
PDF
Branding for Startups: Build your brand to attract customers and investors
byVisible Logic, Inc.
 
PDF
Logo? Identity? Brand? - Getting the right idea & Getting the idea right
byZwan Tb
 
PPTX
Trademarks & Logos Powerpoint
bykristinsexton
 
PDF
Breakthrough Branding: Brand Naming Tips and Trade Secrets [Preview]
byModern Marketing Partners
 
PPTX
Branding
byPranav Kumar Ojha
 
IDEA TO IDENTITY: THE DESIGN OF BRAND
bySudio Sudarsan
 
How To Design a Brand Identity
byCreative Market
 
The Complete Guide to Naming Companies & Products
bySteve Manning
 
Branding for Startups: Build your brand to attract customers and investors
byVisible Logic, Inc.
 
Logo? Identity? Brand? - Getting the right idea & Getting the idea right
byZwan Tb
 
Trademarks & Logos Powerpoint
bykristinsexton
 
Breakthrough Branding: Brand Naming Tips and Trade Secrets [Preview]
byModern Marketing Partners
 
Branding
byPranav Kumar Ojha
 

What's hot

PDF
How to Pick Killer Company and Product Names
byDave King
 
PDF
Logo Design: How to Design a Logo
byRob Marsh
 
PDF
Best Tips for Logo Design
byMad Mind Studios
 
PDF
How to design a corperate identity
byIDF761
 
PDF
Logo Presentation
byRakschit Bhardwaj
 
PPT
Designing brand identity
byMehakdeep Grewal
 
KEY
Branding for startups
byalan jones
 
PDF
A quick and extremely awesome guide to logo design
byFiverr
 
PDF
Diving Deep Into Naming
byDaggerfin
 
PPTX
Designing a logo
byJean Van Wyk
 
PPTX
Logo and Its Types
byBhavish Khandelwal
 
PPTX
Naming Brands
byproductcampnyc
 
PPT
Branding Overview
byDesign, Branding and Interactive Media Firm: Environmental Spaces: Interior/Exterior, Industrial Design, Brand Strategies and Communications
 
PDF
Branding In a Troubled Economy
byguest1929d4
 
PPTX
8 Secrets to Logo Design Like a Pro
byZillionDesigns
 
PPTX
What is Brand?
byOwn. Bought. Earned.
 
PDF
Guide to Logo Design
byDeluxe Corporation
 
PDF
how to design logo
bysuniltalekar1
 
DOCX
Logo design process
byZainab Choco
 
PDF
Logo_Design_Basics_2017.pdf
byFahad Suleman
 
How to Pick Killer Company and Product Names
byDave King
 
Logo Design: How to Design a Logo
byRob Marsh
 
Best Tips for Logo Design
byMad Mind Studios
 
How to design a corperate identity
byIDF761
 
Logo Presentation
byRakschit Bhardwaj
 
Designing brand identity
byMehakdeep Grewal
 
Branding for startups
byalan jones
 
A quick and extremely awesome guide to logo design
byFiverr
 
Diving Deep Into Naming
byDaggerfin
 
Designing a logo
byJean Van Wyk
 
Logo and Its Types
byBhavish Khandelwal
 
Naming Brands
byproductcampnyc
 
Branding Overview
byDesign, Branding and Interactive Media Firm: Environmental Spaces: Interior/Exterior, Industrial Design, Brand Strategies and Communications
 
Branding In a Troubled Economy
byguest1929d4
 
8 Secrets to Logo Design Like a Pro
byZillionDesigns
 
What is Brand?
byOwn. Bought. Earned.
 
Guide to Logo Design
byDeluxe Corporation
 
how to design logo
bysuniltalekar1
 
Logo design process
byZainab Choco
 
Logo_Design_Basics_2017.pdf
byFahad Suleman
 

Similar to Building Your Brand

PDF
Brand Design Guide
byssuser1cd0ea
 
PDF
Branding + brand architecture
byRob Pearce Packaging and Brand Design
 
PDF
Prana white paper brand and logo guide
byPrana Business Consulting
 
PDF
Brand Identity
bymarketingturtle
 
PDF
Creating a stand out brand
byLaura Faulconer
 
PDF
2 page-keller sbm3-01
byMAHFUZ RAIHAN
 
PPTX
What is Branding
bySMAliKazemi
 
PPT
Branding and communication
byAbir Hossain
 
PPT
Branding and Marketing
byabir hossain
 
PPTX
Brand Guidelines
byBrettMooreG321
 
PDF
Brand Architecture, Logo topology, Naming and Tag Lines
byRob Pearce Packaging and Brand Design
 
PPTX
PBM and brand management session for study
byNitinDhakad10
 
PPTX
International Brand Management - 1.pptx
byDiksha Vashisht
 
PPT
Branding and identity an overview lecture
byThe Design Channel, LLC
 
PDF
What is a brand identity – key elements.pdf
byiM4U Digital Marketing Agency
 
PPT
Advokate Branding Presentation
byKate Austin-Avon
 
PPTX
Brand Management benefitshow powerful brand identity  unit 1.pptx
byAmuthaAmutha5
 
PDF
Branding 101 (11.02.2016)
bySarah Lamutairi
 
PPT
009 possible branding 10 02 14
byLes Bicknell
 
PPT
Branding chapter 1
byBipasha Matin
 
Brand Design Guide
byssuser1cd0ea
 
Branding + brand architecture
byRob Pearce Packaging and Brand Design
 
Prana white paper brand and logo guide
byPrana Business Consulting
 
Brand Identity
bymarketingturtle
 
Creating a stand out brand
byLaura Faulconer
 
2 page-keller sbm3-01
byMAHFUZ RAIHAN
 
What is Branding
bySMAliKazemi
 
Branding and communication
byAbir Hossain
 
Branding and Marketing
byabir hossain
 
Brand Guidelines
byBrettMooreG321
 
Brand Architecture, Logo topology, Naming and Tag Lines
byRob Pearce Packaging and Brand Design
 
PBM and brand management session for study
byNitinDhakad10
 
International Brand Management - 1.pptx
byDiksha Vashisht
 
Branding and identity an overview lecture
byThe Design Channel, LLC
 
What is a brand identity – key elements.pdf
byiM4U Digital Marketing Agency
 
Advokate Branding Presentation
byKate Austin-Avon
 
Brand Management benefitshow powerful brand identity  unit 1.pptx
byAmuthaAmutha5
 
Branding 101 (11.02.2016)
bySarah Lamutairi
 
009 possible branding 10 02 14
byLes Bicknell
 
Branding chapter 1
byBipasha Matin
 

Recently uploaded

PDF
Introduction to Team Management Plan and it importance
byWritegenic AI
 
PDF
How Philanthropy Empowers Communities to Build Sustainable Change From the Gr...
by100 Meals a Week
 
PPTX
BoSUSA25 | Jason Cohen | Escaping the Growth Ceiling: The Hidden Forces Cappi...
byBusiness of Software Conference
 
PDF
How Individual Philanthropists Are Using Their Resources to Solve Complex Soc...
by100 Meals a Week
 
PPTX
Sidigiqor-Technologies-Empowering-Business-Growth.pptx
bySidigiqor Technologies OPC Private Limited
 
PDF
How do I view my Bybit transactions_.pdf
bymarketing
 
PDF
Making the Right Choice: A Framework for Choosing Between Multiple Opportunit...
byDrMaharajaSivaSubram
 
PDF
Fail Forward: Why Failure Builds Founders
byAmit Rohatgi
 
DOCX
The Role of Zoning in Energy Savings for Office Buildings
byNew Balance Ac
 
Introduction to Team Management Plan and it importance
byWritegenic AI
 
How Philanthropy Empowers Communities to Build Sustainable Change From the Gr...
by100 Meals a Week
 
BoSUSA25 | Jason Cohen | Escaping the Growth Ceiling: The Hidden Forces Cappi...
byBusiness of Software Conference
 
How Individual Philanthropists Are Using Their Resources to Solve Complex Soc...
by100 Meals a Week
 
Sidigiqor-Technologies-Empowering-Business-Growth.pptx
bySidigiqor Technologies OPC Private Limited
 
How do I view my Bybit transactions_.pdf
bymarketing
 
Making the Right Choice: A Framework for Choosing Between Multiple Opportunit...
byDrMaharajaSivaSubram
 
Fail Forward: Why Failure Builds Founders
byAmit Rohatgi
 
The Role of Zoning in Energy Savings for Office Buildings
byNew Balance Ac
 

Building Your Brand

  • 1.
  • 2.
  • 3.
    What is theprocess Baseline Research/Discovery Definition Voice and Tone Curation Logo Ideation Close 3
  • 4.
  • 5.
    Goal Build a newvisual identity that will: • Reposition us to gain more sales and investment • Attract new investors • Increase revenue • Increase sales • Visually safeguard our brand • Have our brand match our audience better • Have more meaning to what our company stands for 5 Have a reason. Identify a problem and create a reason to build you brand.
  • 6.
    Why now? We hita high point in understanding who we are, it’s imperative to capitalize on that high point and provide guidance and structure to our focus. 6 Explain why the timing is right. Understand if it is.
  • 7.
    So what arewe building? 7
  • 8.
    We are buildingour Brand System 8 Define what you are building.
  • 9.
    THE BRAND SYSTEM Whatis the brand system? 9
  • 10.
    What is abrand system? The brand system is a set of guidelines that allow everyone in the company to visualize and understand, clearly, how all the elements work together, how the brand should be applied, and what the core of the brand is. 10
  • 11.
    How long willit take? The framework for the brand system, elements, is already complete, the only thing left to do is customize it with a logo, colors, and styles. 11
  • 12.
    A Brand Systemis 90% planning and 10% execution. 12
  • 13.
  • 14.
  • 15.
    What is abrand system? 15 The brand system is a set of guidelines that allow everyone in the company to visualize and understand, clearly, how all the elements work together, how the brand should be applied, and what the core of the brand is. Repeat terms and phrases. Re-introduce often.
  • 16.
  • 17.
  • 18.
    Brand System impact Oncewe have the brand system in place, our entire viewpoint changes. DIRECTION FOCUS HYPER-PRODUCTIVE INCREASE OUTPUT ATTRACTION With a system $$ INVESTORS CUSTOMERS PARTNERS 18 Attraction Sweet Spot
  • 19.
    Brand system composition Thisis what a design system is made of. Elements Application Logo Colors Motif Illustrations Types Shapes Voice Web app Videos Emails Guide Mobile app Ads Recruiting Office Swag Blog Website Store 19 Core Mission Attributes Narrative We won’t discuss narrative in this class. : (
  • 20.
    Narrative Brand narrative isthe collective narrative of ideas experiences, and values that represent the tangible depth of the brands emotional relationship with its customer.
  • 21.
    Brands stories Brand storiespick a piece of the narrative, themed within itself, and tell a story about a specific use case.
  • 22.
    Brand system composition Thisis what a design system is made of. Elements Application Logo Colors Motif Types Shapes Voice Web app Videos Emails Guide Mobile app Ads Recruiting Office Swag Blog Website Store 22 Core Mission Attributes Narrative Illustrations
  • 23.
    Brand system composition Thisis what a design system is made of. Elements Application Logo Colors Motif Illustrations Types Shapes Voice Web app Videos Emails Guide Mobile app Ads Recruiting Office Swag Blog Website Store 23 Core Mission Attributes Narrative
  • 24.
  • 25.
    Defining our Core Mission ______mission is to introduce next generation genomic technology into the Indian healthcare system, as a means of creating personalized and preventive health management for the millions of newly health conscious Indians. Our attributes are… We will go over them; in this deck. Our brand narrative is… In progress 25 Make sure you have all of these!
  • 26.
  • 27.
    What is aBrand? A brand is: “A customer’s gut feeling about a product, service, or company.” Branding is not a Logo A logo is a symbol for the brand A brand is not a product A brand is not a promise A brand is not the sum of all the impressions a company makes on an audience || Pause and think about a time you wanted to buy a product, saw an unfamiliar brand, and decided to go with it, based on your gut. As defined by Marty Neumeier, Author of The Brand Gap. 27
  • 28.
    The brand isthe company’s most valuable asset, on a company's balance sheet. 28
  • 29.
  • 30.
    Brand Name Types Eponymous Namedafter the brand creator. Disney Burberry Tesla In homage to Nikoli Tesla Adidas Adolf Dassler (ADI-DAS) Descriptive A description of the service they provide, is in the brand. American Airlines Home Depot Acronymic Acronym based. GE KFC BP HSBC 30
  • 31.
    Brand Name Types Suggestive Whena brand suggests attributes or benefits. REALWORDS Uber Slack Searchable Log of All Conversation and Knowledge Associative When a brand associates itself with an element or item. Redbull Amazon Sirius XM COMPOSITE WORDS Facebook Ray-Ban INVENTED WORDS Kleenex Pinterest 31
  • 32.
    Brand Name Types Non-English Brandsthat have meaning in non-English languages. Samsung (three stars-Korean) Hulu (gourd used to store precious things) Lego (play well-Danish) Zappos (shoes) Abstract No intrinsic meaning, however, they smartly use phonetics create a powerful meaning. Rolex Kodak 32
  • 33.
    33 Brand Name Types AcronymicSuggestiveEponymous Descriptive Associative Non-English Abstract
  • 34.
    What name typedo we have? 34
  • 35.
    What name typedo you have? 35
  • 36.
    BRAND TYPES How arebrands categorized? 36
  • 37.
    Brand Types Disruptive Brand Challengesthe current ways of doing things and introduces new concepts that substantively change the market Conscious Brand Is on a mission to make a positive social or environmental impact or enhance people’s quality of life Service Brand Consistently delivers high-quality customer care and service Innovative Brand Consistently introduces advanced and breakthrough products and technologies Value Brand Offers lower prices for basic quality Performance Brand Offers products that deliver superior performance and dependability Luxury Brand Offers higher quality at higher price Style Brand Is differentiated through the way its products or services look and feel, as much as or more than what they do Experience Brand Is differentiated through the experience it provides, as much as or more than the product or service 37
  • 38.
    Brand Types Disruptive BrandConscious Brand Service Brand Innovative Brand Value Brand Performance Brand Luxury Brand Experience Brand Style Brand Position Category Leader Tone Rebellious Confident Daring Position Higher Purpose Tone Inspiring Thoughtful Transparent Position Customer Need Tone Humble Predictable Friendly Position Possibility Imaginative Progress Tone Category Leader Position Populist Tone Down-to-earth practical straightforward Position Performance Standard Tone Precise Competent Reliable Position Higher-priced brand Tone Discriminating refined glamorous Position Functional Tone Creative stylish Contemporary Position Customer Emotion Tone Energetic Imaginative 38
  • 39.
    Where does yourcompany fit in? 39
  • 40.
  • 41.
    What is alogo? A long time ago, our human ancestors used symbols, to communicate: concepts, ideas, thoughts, and messages. 41
  • 42.
    Logos today Today wedo the same, with logos. 42
  • 43.
    Yes, but whatis a logo? Lockup Anatomy Mark Wordmark Logo Lockup A logo identifies a business in its simplest form — via the use of a mark or icon. A logo identifies, it does not, explain. 43
  • 44.
    Connection between alogo and brand Here’s a visualization of how a logo and A brand are connected. 44
  • 45.
    Logo requirements A logoneeds to: 1) Stands out and striking 2) Original 3) Memorable 4) Have impact 5) Professionally designed 6) Must identify the brand, not explain 7) Adaptable (16 px) 8) Recognizable (100’ wide) 9) Trigger thoughts and feelings 45
  • 46.
    The power ofbrands and logos study The data doesn’t lie! Studies show that the recognizability of a brand and logo, increase brand awareness. 46 SEE REFERENCE PDF
  • 47.
    Why is awarenesspowerful? Because it’s the first step in a purchase cycle. 47
  • 48.
    Now, it's clear,it is our duty to deliver a proper brand. 48
  • 49.
    It’s also clearthat a brand is powerful. 49
  • 50.
    How might weuse our power responsibly? 50
  • 51.
  • 52.
    Trademark A trademark isa type of intellectual property consisting of a recognizable sign, design, or expression which identifies products or services of a particular source from those of others, although trademarks used to identify services are usually called service marks. 52
  • 53.
    Emotional ROI, ofa trademark You won't always like a logo right away. A trademark gains meaning and power overtime. Day 1 Day ~100 53 REMEMBER THIS
  • 54.
  • 55.
    What is Identity? Identityis the collection of all elements that a company creates, to portray the right image to its consumer. Identity is what you can see. Motion graphics Bilboards Letterhead Envelopes T-Shirts Colors Language Typeface Logo Marks Styleguides Company Name Packaging 55
  • 56.
  • 57.
    What is yourbrand image? Image is how consumers perceive the company. Identity and image must match or business will become difficult to conduct and its value may fall. When the brand identity and brand image match, the product becomes top of mind for the consumer. 57 IDENTITY IMAGE+ = BUSINESS FAILURE IDENTITY IMAGE+ = TOP BRAND & PRODUCT
  • 58.
    58 PROCESS The logo designprocess explained
  • 59.
    Process Discovery The first partof the process is the discovery part. This is essentially a research project to gather information about the brand. Gathered a collective understanding of the company and what we offer. By having interviews with each stakeholder and identifying patterns, themes, likes, dislikes, and philosophies. Synthesize Next, all the information that was gathered will be synthesized into 3 “style-scapes.” Review and Choose We will review and choose from 3 choices. We may land on what we love and hate from these three style-scapes. That’s okay. If this happens we will extract elements, we like, from the 3, and repeat the process; as needed. Finalize Finalize and refine the logo. 59
  • 60.
    Goal Build a newvisual identity that will: • Reposition you to gain more sales and investment • Attract new investors • Increase revenue • Increase sales • Visually safeguard our brand • Have our brand match our audience better • Have more meaning to what our company stands for 60
  • 61.
  • 62.
    Where we started Thisis where we started. 62 Make sure you show the old brand
  • 63.
  • 64.
    Synthesis We explored differentwords that allowed us to peer into who we are as a company. 64
  • 65.
    High-tech Accurate HelpJoy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 65 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Synthesis
  • 66.
    Synthesis Patterns arose, quickly,and those words were grouped into categories. 66
  • 67.
    High-tech Accurate HelpJoy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 67 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Medical
  • 68.
    High-tech Accurate HelpJoy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 68 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Genetics
  • 69.
    High-tech Accurate HelpJoy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 69 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Precision
  • 70.
    High-tech Accurate HelpJoy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 70 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal High Value
  • 71.
    High-tech Accurate HelpJoy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life 71 Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Human
  • 72.
    Synthesis Those categories werefurther consolidated. 72
  • 73.
    Patterns Medical 73 Medical Authority Care Health Scientific Well being Medicine Health Care Genetic Genetics Genealogical Genomic Curiosity History Transparent Genuine Life Personal EngagingEntertaining Human Help Joy Passionate Approachable Simple Actionable Informative Self Improvement Improving Useful High Value Vivid Illuminating Enriching Value Convenient Total Package Powerful Precision Precise High-tech Accurate Confidence Truth Clear Authority Innovative
  • 74.
    Medical 74 Medical Authority Care Health Scientific Well being Medicine Health Care Genetic Genetics Genealogical Genomic Curiosity History Transparent Genuine Life Personal EngagingEntertaining Human Help Joy Passionate Approachable Simple Actionable Informative Self Improvement Improving Useful High Value Vivid Illuminating Enriching Value Convenient Total Package Powerful Precision Precise High-tech Accurate Confidence Truth Clear Authority Innovative Patterns
  • 75.
  • 76.
  • 77.
    Final Set 77 This setof words, helped inform the stylescapes. PERSONALIZED NEXT GENERATION HEALTH
  • 78.
    High-tech Accurate HelpJoy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Pare Down 78 WORKING SESSION
  • 79.
    Holding Zone 79 WORKING SESSION Linda Personal Actionable Health Confidence CV Enriching Personal Medicine Healthcare Gareth Powerful Medicine Healthcare Useful Approachable Aneil Health Scientific (innovative/confidence) Human Actionable Human Approachable Innovative Powerful Empowering Personally Actionable Confident Human Approachable Innovative Empowering Confident
  • 80.
    80 Pare Down WORKINGSESSION EmpoweringApproachable InnovativeHuman Confident
  • 81.
    81 WORKING SESSIONCompany Attributes 1)Atribute 1 2) Attribute 2 3) Attribute 3 4) Attribute 4
  • 82.
  • 83.
    High-tech Accurate HelpJoy Passionate Clear Useful Transparent Cutting Edge Curiosity Care Health Scientific Total Package Actionable Genuine Authority Confidence Truth Convenient Engaging Well being Powerful Value Medical Authority Approachable Simple Medicine Entertaining Informative Vivid Life Precise Illuminating Enriching Innovative Genealogical Self Improvement Health CareImprovingGeneticGenomicCuriosityHistoryPersonal Reference Set 83 WORKING SESSION
  • 84.
    Brand Attributes Culture This describesyour roots Passionate Pioneering Trustworthy Valuable Simple Privacy-forward Customer This describes your customer Curious Elite Urban Hopeful Affluent Health Focused Voice This describes how you sound to others Clear Direct Scientific Genuine Transparency Confident Brave 84 Feeling How others feel about you Caring Healthy Respect High Quality Impact Tangible impact Street Cred Save Lives Understand who I am Be a leader Be informed Be educated X-Factor This makes us different Smart Real Science Cutting Edge Ethical WORKING SESSION
  • 85.
  • 86.
    Brand Statement Name 86 Company provides___________________________ to _____________________ Product or service ????? ????? Customer Culture in a ___________________________ environment with a _____________________.????? ????? Voice Helping them feel ___________________________ and _____________________.????? ????? Feeling Impact WORKING SESSION Mission Company’s mission is to introduce next generation genomic technology into the Indian healthcare system, as a means of creating personalized and preventive health management for the millions of newly health conscious Indians.
  • 87.
    Brand Statement Company providesa health platform to hopeful diabetics in a passionate wellness focused culture, helping them feel, alive, connected, and inspired to live a better quality life. 87 WORKING SESSION
  • 88.
    COMPETITORS Who are ourcompetitors? 88 WORKING SESSION
  • 89.
    89 Competitors WORKING SESSION DifferentProblem Direct Different Customer Different Product Category
  • 90.
    90 Competitors WORKING SESSION DifferentProblem Direct Different Customer Different Product Category
  • 91.
    Competitive Analysis -Company vs. Competitor 1 Assessment Us/Them Us Them Capability Name Unique Capabilities Us Them Best Capabilities Us Them Same Capabilities Us Them Poor Capabilities Importance to customer Low 1 2 3 4 High 5 Name X Name X Name X Name X Name X Name X Name X Name X WORKING SESSION
  • 92.
  • 93.
  • 94.
    Love and Hate(Themes) The purpose of this is to identify what we love and hate. To help us identify what we want our brand to fee like and what we don’t want it to feel like. 94 Things we HateThings we Love Technical Nerdy Pseudoscience AI, as a buzzword Politics and controversy Lack of information Indian Design Bad Design Cluttered Design Reliability Trustworthiness Standardization Value Recognizable Simple Iconic Thoughtful Genuine Transparency Well being Useful Confident Brave Clear informative Scientific More is more Passionate Math Entertaining Engaging
  • 95.
  • 96.
    Things we LoveThingswe Hate HIGH LOW SENTIMENT SENTIMENTLOW HIGH Brands 96
  • 97.
  • 98.
    Things we LoveThingswe Hate HIGH LOW SENTIMENT SENTIMENTLOW HIGH BRIGHT CLEAN More color Toy-LikeCLEAR DIRTY CLUTTER PURPOSELESS SILLY USELESS LOW QUALITY Phylogenetic trees Visual Styles 98
  • 99.
    OUR CUSTOMER Who isour customer? 99
  • 100.
    Defining a customer Inthis nascent stage, a customer is: anyone engaging with us to partner, buy, consume, or invest in our product. Why? Because the first engagement with a potential customer is our brand. Our brand will be our vehicle that drives leads. 100
  • 101.
    Customer Regions Here areour customer regions. Unless we are creating specific content for a region, our brand is 100% agnostic. Noting regions is necessary to help explain our proto-personas. 101 + + USA INDIA
  • 102.
    USA Here’s a listof our USA Customers. Elite Athlete Early Adopter Tech Nerd Enthusiastic Practitioner Academic We will need to further refine these. 102 WORKING SESSION
  • 103.
    India Here’s a listof our India Customers. Influencer Matriarch Enthusiastic Practitioner Fitness Fanatic We will need to further refine these. 103 WORKING SESSION
  • 104.
    Vijay Chakravarti 104 Married 2kids Influencer Demographics Male Vijay (35) Lives in Delhi Married for 5 years (arranged) Vijay works for a tech company (COO), STARTUP Backstory Come from a medium sized family/urban Went to university IIT, Delhi, MBA in the US in NYC Religious Brands: some European, Ritz, Taj, Sports wear Nike, Apple Watch, iPhone, Mac computer Customer needs Exceed their needs Health checks Tests based on personalization Makes him look more informed His parents are professional/successful Cutting edge Family history health PREVENTION HEALTH CARE Polygenic risk score [very sophisticated] Family history Prestige Wants to boast about this in his circles R1A/R1B Spouse: Sravia (33) Children: Krishna (3), Female Priya (1)
  • 105.
    Latha Chakravarti Married 2kids Matriarch Demographics Female Latha (60) Lives in: Delhi Relationship: Married for 37 years (arranged) Occupation: Stay at home mother, volunteers with Rotary. Backstory Religious: Brands: Customer needs Exceed their needs Health checks Tests based on personalization Makes her look more informed Comes from a medium sized family/urban Doesn’t work, really into her families health, Very close, very tight-knit St. Stephen's College - PhD Physics Family health Concerned about her husbands health Concerned about heart disease And her grandchildren’s health and well being Member of Rotary, like to tell them about Obtaining genetic data Spouse: Apparao (62) Children: Vijay, Male (35), Sandeep, Male (33) Other Details: Has a cook, is vegetarian. 105
  • 106.
    106 Divya Singh, MD Marriedno kids yet Enthusiastic Practitioner Demographics Gender: Female Name: Divya Singh (33) Lives in: Bangalore Relationship: Married for 6 years (arranged) Occupation: Doctor at Narayana Health, Primary Care Backstory Comes from a medium sized family/urban Comes from an affluent family Brands: Customer needs Medical training in UK, undergrad in India Learn more about genetics Feel innovative Prestige of being known Needs to be a leader in the space Needs status Spouse: “Rohit” (35) Children: None Exceed their needs She gets other patients to come to her Because her rep is spreading about being A leader of this program Other Details: Very interested in genetics Attracted to her job because she felt they were very innovative Orders clothes online, has cousin bring them over from the US. Religious:
  • 107.
  • 108.
    Process Discovery The first partof the process is the discovery part. This is essentially a research project to gather information about the brand. Gathered a collective understanding of the company and what we offer. By having interviews with each stakeholder and identifying patterns, themes, likes, dislikes, and philosophies. Synthesize Next, all the information that was gathered will be synthesized into 3 “style-scapes.” Review and Choose We will review and choose from 3 choices. We may land on what we love and hate from these three style-scapes. That’s okay. If this happens we will extract elements, we like, from the 3, and repeat the process; as needed. Finalize Finalize and refine the logo. 108
  • 109.
    Timelines Due date forfeedback 24 hours. 109
  • 110.
    THREE DIRECTIONS We havethree directions 110
  • 111.
    111 We have threedirections A direction will allow you to think about the stylistic approach you want the logo to go in. REMEMBER: You are only looking to drive the direction of the logo, by making a decision on which direction to go in. The stylescapes are tools, to allow you to drive that decision. Make a choice, it's not a commitment, then move on to the logo process. How to Stylescape?? 1) Omit 1 stylescape. You may find one stylescape, just docent work at all. That’s okay, eliminate that one. 2) Choose 1 Or 3) Choose 1 with elements from another stylescape. What you’re picking out Colors Color direction Feeling Look Icon types Font types Sensation And Direction
  • 112.
    Disclaimer The brand isagnostic to regions. You will see more westernized styles, but do not expect Indian specific tones, as the brand feeling, should be agnostic to ethnicity and race. 112
  • 113.
  • 114.
    Direction One -Elite Health Narrative 114
  • 115.
  • 116.
    116 Direction Two -Medical Caring Narrative
  • 117.
  • 118.
    118 Direction Three -Classy Future Narrative
  • 119.
    Do we need24 hours? 119
  • 120.
    Do we thinkwe can answer the question about what brand type we want to be? 120
  • 121.
    Brand Types Disruptive BrandConscious Brand Service Brand Innovative Brand Value Brand Performance Brand Luxury Brand Experience Brand Style Brand Position Category Leader Tone Rebellious Confident Daring Position Higher Purpose Tone Inspiring Thoughtful Transparent Position Customer Need Tone Humble Predictable Friendly Position Possibility Imaginative Progress Tone Category Leader Position Populist Tone Down-to-earth practical straightforward Position Performance Standard Tone Precise Competent Reliable Position Higher-priced brand Tone Discriminating refined glamorous Position Functional Tone Creative stylish Contemporary Position Customer Emotion Tone Energetic Imaginative 121
  • 122.
    122 Feedback Is there onewe can eliminate? Any elements we are drawn to? Do we want to mix? FEEDBACK I like or dislike x y and z.
  • 124.
    We ran throughwords that helped us define what the company is about. 124
  • 125.
  • 126.
  • 127.
  • 128.
  • 129.
  • 131.
  • 137.
  • 138.
    Do we needmore time? 138
  • 139.