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Branding presentation
- 1. Branding JoAnn Pho, MeeraNagarajan, Elana Curry, Caitlin Hwang, Ritvik Vasudevan
- 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 wedoing 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
- 6. Brand Essence: BrandAttributes • Brand Essence: “emotional heart” of a brand • Sustaining the brand requires consistency throughout the business
- 7. Brand Essence: BrandAttributes Personality Wheel
- 8. Brand Essence: BrandAttributes • How are we perceived externally? • Ranking our attributes • Associated characteristics of each attribute
- 9. Brand Essence: BrandAttributes Marketing Pyramid
- 10. Brand Essence: Voice •General Writing Guidelines •Voice Traits • Professional • Confident • Action-Oriented • Passionate
- 11. Brand Essence: TheCompetitive Advantage •We are not the typical water nonprofit. • Competitors’ • Charity:Water • DIGDEEP Water • Water for People
- 12. Key Competitors: ThePerceptual Map • Understand what partners, consumers, etc. think about the brand compared to competitor • Our position relative to competition
- 13. Key Competitors: ThePerceptual Map
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- 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.
- 16. Values • Empowerment • Credibility •Excellence • Innovation • Sustainability
- 17. Culture Identity Expectations •We AreAmbitious •We Are Resilient •We Are Self-motivated •We Are Independent •Communicate •Be Respectful •Be Accountable
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- 19. Brand Board • Colors •Typography • Logo
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- 23. Branded Materials • BusinessCard • Front 23 Back
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- 25. • Thank You Card 25 BrandedMaterials
- 26. Naming 26 Aquanalysis Pure WaterAccess 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.