Brand Name What is a ‘Jaguilar’?My company name is Jaguilar (pronounced Jag-you-lar)Broadcasting. By adding broadcasting to the name, peoplewill begin to associate my brand with the specific servicewe provide.I selected this name because I wanted to use just my lastname, but I know many people mispronounce it, so I added mymiddle initial to the beginning to create Jaguilar. Also,since I am starting my business in Jacksonville, Fl and thelocal NFL team is the Jaguars, I kind of wanted to play offof the word ‘jag,’ so people would associate it with sportsand possibly just refer to it as ‘JAG’ Broadcasting.Since Jaguilar is an invented word, it falls under thefanciful category. Currently there is not a trademarkassociated with Jaguilar so it is a protectable name asoutlined by USPTO.
Brand Name How is Jaguilar a good name?Strengths: Concerns:Since NFL team in Mispronunciation andJacksonville, FL is called misspelling may be commonthe Jaguars, people will since unusual wordassociate our name withsports since it sounds Does not convey anysimilar information about our service, so we will haveEasily gain the memorable to spend more time andnickname of Jag money to ensure people associate brand with ourDistinct name allows us to specific servicestand out amongcompetition
Logo What is the inspiration for Jaguilar’s logo?The inspiration for Jaguilar’s logo is the “Play By Play” logo. Themicrophone symbol caught my attention immediately, and I wanted tocreate a similar symbol for my logo. The symbol immediately told methat “Play By Play” is a radio broadcaster, and along that sameline I want to use a TV satellite symbol which will indicate tocustomers that we specialize in TV broadcast.For the logotype, I would like it to look similar to the fontsutilized by “Cool City.” Similarly, I would have ‘Jaguilar’ appearin a lighter shade of blue, while ‘Broadcasting’ would be a darkershade of blue. I would like the tagline to appear in a similarcursive font that is the same color as the word ‘Broadcasting.’
Logo What colors will Jaguilar’s logo utilize?I chose to have the company’s name and tagline in blue. Blue wasselected for two reasons: It is the opposite color of our competitor ESPN, And it is within the recommended range of logo colors, which are the primary colors.I chose to have the combination of red and blue divided by the TVsatellite symbol included in our logo because it is similar to thepictorial logos utilized by the NBA and MLB. I believe this willemphasize to the customer that we are a sports broadcastingcompany.
LogoWhat shape will Jaguilar utilize for their logo? I chose a horizontal shape because it will provide us the maximum impact for our logotype. Also I chose to include a TV satellite symbol with our logotype because we want to distinguish our brand as a TV broadcasting company and not a radio broadcaster. The horizontal, squared-off logotype and symbol can distinguish us from the more rounded logo that ESPN frequently employs.
Logo What will Jaguilar’s logo look like?Below, I provided a draft of the future Jaguilar logo. I chose tocreate a symbolic logo because I believe it was necessary to provide apicture so our brand is identified with TV broadcasting. I think awordmark, or a logo with only our company name, could cause confusionabout what our brand is since ‘Jaguilar’ is a made up word. Although wehave ‘Broadcasting’ in the name, people could mistakenly believe we areradio broadcasters.I would like the TV satellite to have more of a drawing look, similarto the “Play By Play” logo that inspired my design. Similarly thesatellite would be white, and the left side of the picture would beblue while the right side of it would be red. The overall color of thelogotype will be blue, but, similar to the “Cool City” logo, I willhave ‘Jaguilar’ in a lighter shade of blue so it stands out more.The logotype will be similar to the fonts seen in the “Cool City” logo. Your connection to local sports
Logo How is Jaguilar’s logo effective?Jaguilar’s logo is effective because it is the opposite color of maincompetitor ESPN’s logo. By utilizing blue, it gives Jaguilar a uniquedifferentiating color so we can stand out and won’t be lost in theESPN red. Also, blue is one of the primary colors, which are the bestcolors to use for your brand’s logo.The horizontal shape of our logo is the ideal shape to be seen andrecognized by our customers. This horizontal, square logodistinguishes us from ESPN who employs a more rounded logo.Our logo highlights our unique brand because it includes our tagline,“Your connection to local sports,” which reinforces our communityfocus. The tagline does more than just further identifying our brand,but it emphasizes our unique focus of our brand, which is broadcastinglocal sports.
Logo What is so special about ESPN’s logo?ESPN’s logo is usually red, ESPN’s lack of symbol andbut they also have some tagline reinforces thatvariations in black and their name alone iswhite. Typically when sufficient to reinforce thelooking at the color red, it brand’s power.appears to move toward youreyes. As a result red is a By having the ‘S’ and ‘P’color for energy and connect-not only is itexcitement, which are two aesthetically pleasing-itemotions that sports usually also shows the connectionstirs up in people. between ‘sports’ and ‘programming’ which is central to their brand.
Corporate Culture What are Jaguilar’s company objectives?Community-Focus: We believe that local athletes do not getenough coverage and recognition for their talents due to lackof money and support. It is difficult for communities to finda common bond, but sports has the ability to unite thesediffering people.Sports is More Than Just Merely a Game: We believe thatsports are a huge part of the student experience. Athletescan learn life lessons through sports that cannot be taughtor learned from a book.Highlight of the Student-Athlete’s Life: Many athletes retirefrom their athletic career upon their high school or collegegraduation. Many of these same athletes will contend thattheir participation in sports was the highlight of theirlife.The athlete’s involvement in sports played a pivotalrole in his/her life and his/her family’s life, but there areso few records to indicate this major part of their life.
Corporate Culture How will Jaguilar carry out these objectives?Provide TV broadcast coverage of local high school and collegesporting events. This exposure to local athletes can encourageyoung athletes to continue to live their dream, even if itdoesn’t continue on past graduation. Participation in sportscan prevent athletes from pursuing a more destructive path feltby their family and community. By broadcasting the games, theathletes showcased can have a record of an important part oftheir life.Gain community support by staffing our company with localtalent. We will not only bring jobs to the community in thehighly competitive market of TV, but we will provideopportunities for local students to learn from us.Generate revenue to support our company and ensure broadcastthrough: Contracting with schools which allows for promotion of our brand through schools, Selling advertising, and Lowering overhead costs by adding students seeking internship experience.
Corporate CultureHow will Jaguilar develop a strong culture based on their beliefs? We are very community centered not only regarding the teams we broadcast but also with the staff we hire. We are a company created locally in Jacksonville, FL, and we will only seek to hire staff locally because we know the vast amount of resources and talent present in our own community. For example, for our on-air game commentators, we will seek out retired coaches and former players who have knowledge and first-hand experience with Jacksonville sports. They will provide an insight that only a member of the local community can convey. Also, many of our game-day staff-ranging from camera operators to sideline commentators-are local students completing an internship. We can provide these students with the knowledge and experience they need to pursue a career in TV.
Mission Statement What is Jaguilar’s mission statement?“Jaguilar Broadcasting is a unique sports TV broadcasting companyaimed at connecting the community to local high school andcollege athletes, by providing coverage of area sporting eventsand supplying a TV outlet to air games.”This statement is directed at customers and potential clients,who can readily read this on our website and all Jaguilarpromotional materials. By customers, I mean the general public, including our target market, who is eager to learn more about our brand and what we do. And by clients, I mean companies, schools, and other organizations that are looking to join our broadcast or become an advertiser.
Mission StatementHow is Jaguilar’s mission statement any different from the competition? ESPN’s mission statement is, “To serve sports fans wherever sports are watched, listened to, discussed, debated, read about or played.” ESPN basically encompasses all people everywhere, so we narrowed our focus. Since we cannot overtake ESPN as the leader in sports broadcasting, we narrowed our focus and created a new category. The new category we created is broadcasting local sports, and by creating this new category we are able to develop our brand into a leader. We believe that sports is not just merely a game, but it has the ability to unite people. Our mission statement reinforces this belief by emphasizing that the focus of our brand is to connect the community to local athletes.
MantraThen, what does Jaguilar mean to its employees? “Local Sports Coverage” This three-word mantra is directed at our employees because it sums up what our brand does in a simple and memorable phrase. Employees will be introduced and reminded of this mantra almost on a daily basis. A few of the numerous location our mantra will be located are: employee handbooks, our office, company meetings, and their uniform shirts. This simple phrase reminds each employee why we started this business and emphasizes our passion, not only for sports, but for the local community.
TaglineHow can anyone immediately find out what service your brand offers?Jaguilar’s tagline is, “Your connection to local sports.” Thistagline clearly and concisely communicates the service we provideto our customers. Since it describes the specific service weoffer, it is a descriptive tagline. Our brand message isreinforced by this tagline because it states our focus is localsports.It speaks to both our customers and clients because we included‘your.’ ‘Your’ addresses you, the community, and their connectionto local sports. The inclusion of ‘local’ only reinforces that weare speaking to the customers and clients in the community.ESPN’s tagline is, “The Worldwide Leader in Sports,” whichdescribes their extensive coverage of sports around the world.Since we cannot overtake ESPN as the leader, we narrowed ourfocus to local sports. Although we are both sports TVbroadcasting companies, our focus is on different categories ofthe market which is seen in our differing taglines.