CREATIVE USER - BRANDING JOURNEY

1. 1. BRAND NEED - WHAT'S THE NEED FOR OUR PRODUCT AND BRAND IN THIS WORLD?

1.1. THE AUDIENCE

1.1.1. 1. TARGET AUDIENCE PROFILE - WHO WE ARE FOR (TARGET SEGMENTS)

1.1.1.1. AUDIENCE NAME

1.1.1.2. AUDIENCE BIO

1.1.1.2.1. IMAGES

1.1.1.2.2. ASPIRATIONS

1.1.1.2.3. LIFESTAGE

1.1.1.2.4. BRANDS THEY LOVE

1.1.1.2.5. HOBBIES & INTERESTS

1.1.1.2.6. MEDIA THEY USE (CHANNELS)

1.1.1.2.7. BRANDS THEY BUY

1.1.1.2.8. CULTURAL REFERENCES

1.1.1.3. DEMOGRAPHICS

1.1.1.3.1. LOCATION

1.1.1.3.2. AGE

1.1.1.3.3. SOCIO CLASS

1.1.1.3.4. MARKET SIZE

1.1.2. 2. PROBLEMS - WHAT ARE THE PROBLEMS OUR AUDIENCE FACE (PROBLEMS)

1.1.2.1. PROBLEM 1

1.1.2.2. PROBLEM 2

1.1.2.3. PROBLEM 3

1.2. OUR POSITIONING

1.2.1. 1. EXISTING ALTERNATIVES - WHO DO THEY TURN TO AT THE MOMENT? - (EXISTING ALTERNATIVES)

1.2.1.1. CHOOSE 3-5 COMPETITORS

1.2.1.1.1. COMPETITOR PROFILE

1.2.2. 1A.BRAND NEED TEST - IS THERE A REAL NEED IN THE MARKET

1.2.3. 2. WHAT'S OUR SOLUTIONS TO THESE PROBLEMS (SOLUTIONS)

1.2.3.1. SOLUTION 1

1.2.3.2. SOLUTION 2

1.2.3.3. SOLUTION 3

1.2.4. 3. WHAT WILL WE OFFER THE AUDIENCE THAT NO-ONE ELSE CAN (UVP)

1.2.4.1. UVP

1.2.5. 3A. IS THERE ARE REAL NEED FOR YOUR SOLUTIONS TO THE PROBLEM?

1.2.5.1. VALIDATION EXERCISE

1.2.6. 4. POSITIONING MANIFESTO -WHERE DO WE FIT?

1.2.6.1. We are for... who are unhappy with... We will provide them ... To help them...

1.2.6.1.1. FUNCTIONAL BENEFITS

1.2.6.1.2. EMOTIONAL BENEFITS

2. STEPS KEY

2.1. HEADLINE SECTIONS

2.2. SUGGESTED STEP 1 ACTION

2.2.1. ANSWER INPUT

2.3. ROUND 2 FURTHER CLARIFACTION

2.4. USER TESTING

3. 2. BRAND SOLUTION - CREATE THE BRAND TO CHANGE THE MARKET

3.1. 1. BRAND PERSONALITY & VOICE

3.1.1. 1 OR 6. NAME -WHAT ARE GOING TO BE CALLED

3.1.1.1. BRAND NAME

3.1.2. 2.ADJECTIVES - WHAT 3 ADJECTIVES BEST DESCRIBE OUR APPROACH

3.1.2.1. ADJ 1

3.1.2.2. ADJ 2

3.1.2.3. ADJ 3

3.1.3. 3.VALUES - WHAT DO WE BELIEVE IN?

3.1.3.1. VAL 1

3.1.3.2. VAL 2

3.1.3.3. VAL 3

3.1.3.4. BRAND PROMISE

3.1.3.4.1. {Input promise}

3.1.3.5. BRAND SLOGAN

3.1.3.5.1. {input slogan)

3.1.3.6. BRAND STORY

3.1.3.6.1. STORY INPUT

3.1.4. 4.BRAND ARCHETYPE - WHAT"S OUR PERSONALITY

3.1.4.1. E.G THE EXPLORER: Finding oneself — self-realization through discovery — is the ultimate goal of the Explorer. In our Western culture, the Explorer archetype is an undercurrent running through all of society. Brands that spring forth from this current are those that speak to the need for freedom, adventure, and independence.

3.1.4.2. BRAND ROLE MODEL

3.1.5. 5. BRAND TONE - WHAT'S OUR TONE OF VOICE?

3.1.5.1. TONE 1

3.1.5.2. TONE 2

3.1.5.3. TONE 3

3.1.5.4. BRAND VOCAB

3.1.5.4.1. BRAND VOCAB

3.1.6. 6 OR 1. BRAND NAME - WHAT ARE WE CALLING OURSELVES?

3.1.6.1. BRAND NAME

3.2. 2. THE BRAND VISUAL IDENTITY

3.2.1. 1. BRAND STYLE TYPE- HOW WOULD WE DEFINE OUR STYLE

3.2.1.1. BRAND STYLE TYPE

3.2.2. 2.BRAND FONTBOOK

3.2.2.1. HEADLINE FONT

3.2.2.2. SUBFONT

3.2.3. 3.COLOUR PALETTE

3.2.3.1. BRAND COLOUR PALETTE

3.2.4. 4.LOGO

3.2.4.1. LOGO DESIGN

3.2.4.2. LOGO VARIATIONS

3.2.4.3. LOGO RULES

3.2.5. 5.LOOK BOOK

3.2.5.1. KEY IMAGERY LOOKBOK

3.2.5.2. BRAND ICONS

3.2.6. 5A. THE AUDIENCE TEST

3.2.6.1. VALIDATION EXCERCISE