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Under Fire - Brand Identity Document
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- 2. under FiRE SWOT VisionStatement Brand Essence Describing underFiRE in… 3 Words Describing underFiRE in… 2 Sentences Describing underFiRE in… 1 Paragraph Brand Personality Value Proposition
- 3. under FiRE Strengths Food, tables andlounge space. Residual patronage. “New/Shiny.” Location. Opportunities Able to shape future. Multiple points of sale. Summer. Leverage existing partnerships. Threats Competition – area bars. Empty building at night. Confusion between bar and the currently better known restaurant. Weaknesses Unknown as a bar. Lack of dance space. Exterior signage. Different crowd as restaurant.
- 4. under FiRE To becomethe destination for young working professionals looking for a fun, unpretentious, casual atmosphere they can share with their friends and exceeding their expectations.
- 5. under FiRE When your customersexperience Under Fire, what emotions does the encounter elicit? underFiRE is casual, approachable and fun It’s delightfully quirky and naturally authentic It’s full of nice people looking to chill and have a good time It’s a great place to grab some drinks with friends If your brand was a person, how would you describe their personality? If underFiRE were a person, it would be that fun, interesting girl you and your friends know. Although she’s a bit different, she’s easy to talk to and has a certain understated sexiness. She’s unpretentious and authentic.
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- 9. under FiRE Lighthearted &fun Authentic & truthful Quirky & playful Flirtatious Grown-up, but not buttoned-up
- 10. under FiRE underFiRE offersyoung adults living and working in the immediate (Back Bay) area an inviting and unpretentious lounge to casually enjoy the company of their friends with some great food and reasonably priced cocktails and drinks.