The document discusses developing a differentiated brand identity for Berkeley HealthEdu, an organization that provides training for healthcare professionals. It explores 9 potential options for the brand personality and positioning, including visual symbols and concepts representing knowledge, learning, growth, and well-being. The options range from using natural imagery like trees, water drops, and flowers to references from mythology and ideas focused on movement and enlightenment. The document aims to define a strong and unique identity for Berkeley HealthEdu that sets it apart from competitors in the healthcare education field.

2. Berkeley HealthEDU
Creating a Differentiated
Brand Identity

3. Agency Understanding
about the Brand
Developing & delivering comprehensive training
for healthcare professionals including nurses,
technicians, doctors and pharmacists
Promoters of
Promoted by the Burman Family
(Dabur), founders of Boston Reed
College and Newbury
(Venture Fund, US)

4. Agency Understanding
about the Brand
Knowledge Partners are the Boston Reed
College, California, USA, which has over
20 years of allied healthcare training
experience and The Learning Oasis (USA)

5. Objective
Going through the five phase brand development
process, we are addressing Phase 1 & 2
Brand Personality
&
Brand Positioning

6. Define a Brand Personality for
Berkeley HealthEdu
Work on a strong identity that would set
the brand apart from its competition
Create a visual entity/symbol, that creates
a connect i.e. easy recall and recognition

7. BUT, ARE WE READY FOR A BRAND
POSITIONING STATEMENT?

9. Break through branding clutter by defining your brand’s unique
value proposition then owning it in the marketplace thereby
establishing your brand’s position.
5 main factors critical to define a brand positioning:
Brand Attributes What it delivers
Customer Expectations What they expect
Competitor Attributes What the competition delivers
Your Pricing You v/s comp pricing
Customer Perceptions Perceived quality + value
Brand Promise What is it that you stand by…

10. SINCE THE BRAME NAME HAS “HEALTH” &
“EDU” INBUILT, WE CAN LOOK AT THE
POSSIBILITY OF NOT DOING A BRAND
POSITIONING STATEMENT BUT GOING FOR
A VISION STATEMENT / FORWARD
LOOKING STATEMENT

11. A LOOK AT THE BRAND
IDENTITY POSSIBILITIES

12. Option 1
Every drop fills an ocean, similarly knowledge/skill development is an
ocean that gets enhanced drop by drop, with every addition

13. Symbol Derivative
Integrated to form a symbol

14. Drops of Knowledge: Every drop that fills the ocean
Integrated to be of “substance”
Colours: Green symbolises: Growth, Harmony,
Nature, Freshness, Health
Blue: Energy, Calm, Youthful, Forward looking

15. Drops of Knowledge: Every drop that fills the ocean
Integrated to be of “substance”
Colours: Green symbolises: Growth, Harmony,
Nature, Freshness, Health
Blue: Energy, Calm, Youthful, Forward looking

16. Option 2

17. Berkeley is a city on the east shore of the San Francisco Bay
in Northern California, United States.
The place boasts of beautiful birch meadow trees.
The identity is inspired by the place and hence the
visual symbol

18. Option 3
The human form reaching out for…

19. KNOWLEDGE & LEARNING

20. Symbol Integrated

21. Berkeley (symbolised by a human element) as the quest
for learning & knowledge
Colour: Red symbolises: Life, Vitality, Energy,
Action & Confidence

22. Option 4
Prometheus – Known for his Intelligence in Greek Mythology and having
brought fire to mankind

23. Symbol Derivative
The Prometheus Torch – Symbolising Knowledge

24. Symbolic Adaptation of the Flame
The Flame – Symbolising all empowered knowledge

25. Igniting minds as an institution of knowledge &
development
Colour: Orange symbolises: Life, Healing, Creativity,
Determination & Enthusiasm

26. Option 5
Books – Symbolising knowledge providers/enablers

27. Option 5
The Human Element

28. Option 5
The Root – Symbolising growth, enriching

29. Symbolising an educational/skilling institute with
strong belief in growth empowered by knowledge
Blue: Energy, Calm, Youthful, Forward looking,
Knowledge based

30. Symbolising an educational/skilling institute with
strong belief in growth empowered by knowledge
Blue: Energy, Calm, Youthful, Forward looking,
Knowledge based

31. Option 6
Saraswati – The Goddess of Knowledge in Hindu Mythology

32. Option 6
Lotus – The throne of Saraswati also considered as the seat of knowledge

33. Symbol Derivative

34. Berkeley as a flower (lotus) symbolises knowledge
highlighting the brand as a knowledge enabler
Burgundy: Energy, Purity, Youthful, Joy, Premier

35. Berkeley as a flower (lotus) symbolises knowledge
highlighting the brand as a knowledge enabler
Burgundy: Energy, Purity, Youthful, Joy, Premier

36. Berkeley as a flower (lotus) symbolises knowledge
highlighting the brand as a knowledge enabler
Burgundy: Energy, Purity, Youthful, Joy, Premier

37. Option 7
.

38. . An institution with the vision of imparting quality health
education. The ‘leap’ representing an active and
enthusiastic brand that is dynamic and forward moving,
people oriented and enabling
Blue: Energy, Calm, Youthful, Forward looking,
Knowledge based

39. Option 8

40. Option 8

41. A brand that believes in & represents knowledge. The
many hues of the swan represent all aspects of well
being like life, vitality, power, development, growth,
youthful, joy etc.

42. Option 9
A visually strong typography logo with the H standing
for health creating a linkage between Berkeley
and Education.

43. Thank you for your time