2. What is Brand?
•Brand: the promise, the big idea, and the
expectations that reside in each customer’s
mind about a product, services, or company
•Name, term, design, symbols, or any other
features that set you apart
•Brand Identity: the visual and verbal
expression of a brand
3. Why are we doing this?
• External:
• Presents an immediately recognizable,
distinctive, and professional image to clients,
donors, and potential partners
• Internal:
• Strengthen unity and identity within an
organization
3
4. Timeline/Development
• Phase 1: Research
• Marketing Audit
• Stakeholder Audit
• Competitive Audit
• Phase 2: Defining Brand
• Define Personality
• Vision, Values, Competitve
Advantage
• Mision, Value Propostion
• Revisit Name
• Tone of Voice
• Phase 3: Design Visual Identity
• Typography
• Color
• Logos
• Create Branding Book
4
• Phase 4: Creating Touchpoints
• Tangible Templates
• Website Planning
• Select Wordpress Template
• Content and Visuals
• Create Website
• Social Media
• Phase 5: Implement and Sustain
• Launch and Establish
Guidelines for Sustaining Brand
5.
6. Brand Essence: Brand Attributes
• Brand Essence: “emotional heart” of a brand
• Sustaining the brand requires consistency
throughout the business
10. Brand Essence: Voice
• General Writing Guidelines
•Voice Traits
• Professional
• Confident
• Action-Oriented
• Passionate
11. Brand Essence: The Competitive
Advantage
•We are not the typical water nonprofit.
• Competitors’
• Charity:Water
• DIGDEEP Water
• Water for People
12. Key Competitors: The Perceptual
Map
• Understand what partners, consumers, etc.
think about the brand compared to
competitor
• Our position relative to competition
15. Mission and Vision
• Mission: Our mission is to enhance the
impact and longevity of clean water
interventions. By using research to develop
culturally appropriate solutions, we
empower communities and humanitarian
organizations alike
• We envision a world where every clean
water interventions is carried out in a
sustainable and culturally appropriate way.
26. Naming
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Aquanalysis Pure Water Access Project
Appearance Short and easy to fit onto branded materials. Looks confusing at first
glance (problem may be solved with different capitalization,
e.g. AquAnalysis, aquAnalysis.)
PWAP does not have a strong appearance. Spelled out, it is very long. As an
acronym, it has an odd appearance.
Distinctive
Name is very different from competition. Competitor names tend to
have the word “water” in it and are direct about the meaning.
The use of “water” in the names makes it less distinctive. Many competitors
also use water in their name. It is straight forward and will not draw
consumer’s attention
Depth
Associated with water and analysis. Analysis can mean many things:
research methodologies, intervention strategies, attitude when we
approach clean water issues, constantly looking for solutions, our
ambition, perseverance, passion, etc.
PWAP does not have depth. It has a straight forward meaning. It says “we
work to help people access pure water.” It reveals all it has to offer all at
once.
Energy
Aquanalysis is long and slightly challenging to say which diminishes its
buzz and vitality. However, the uniqueness of the name makes it a
force to be reckoned with.
Pure Water Access Project is not “full of life” and does not have a buzz. It
has a low energy level. It would have difficulty carrying a campaign.
Humanity
Aqua and analysis are not warm. Rather, they are unemotional. They
do not show the "humanness" of our cause. However, the creativity of
putting the words together makes it a great "nickname" for what we
do, which adds to its humanity
Spelled out, Pure Water Access Project is unemotional and clinical. As an
acronym it is warmer and more human.
Sound
Aquanalysis is difficult to say - people will be tempted to say "Aqua
Analysis" rather than "Aqua Nalysis", which is how the name is actually
pronounced
Pure Water Access Project is challenging to remember and PWAP sounds
funny. Others, including our partners, have been known to call us “Pure
Water Project” or “The Water People.” People cannot seem to remember
our name, which makes word of mouth impossible.
Word-of-Mouth
Buzz
Indicates differentiation from the typical water nonprofit. Does not
have the "cool factor" of Data2o, but still fairly compelling
The name does not make people lean forward and want to learn more about
the brand or share the brand with others. The acronym, PWAP, is the one
aspect that might get people hooked.
Trademark
Trademark likely to be open. Domain Name: Aquanalysis.org is open Pure Water Access Project is already our trademarked name.
