PMD brand values pres

PLAN MY DAY D E T E R M I N I N G

B R A N D

V A L U E S

29/08/13

BRIEF// To study and analyse the function, users and aspirations of Plan My Day. Using the data to establish its primary brand values, which will eventually shape the visual personality and experience of the brand. .

who are we?

To be able to project what we want we must have a solid understanding of our role, in our client’s life.

expectations trustworthy

professional

clients will not place trust in us easily, we need to earn it.

in our regular communication with our clients.

flexible

responsible

in our our efforts to achieve our client’s task, we find a way.

we make the task ours and are accountable for delivery.

analysing competition 1 CALL RUBY

‘We make your business more impressive.’

3 A SECRETARY

‘With you, for you, long - term...’

2 FANCY HANDS

‘Do what you love, we do the rest.’

Call Ruby

1 +

PROS

Human face to a virtual service.

Consistent visual language throughout.

Clear expectation setting.

USP: ‘We make your business more impressive.’

Fancy Hands

2 +

PROS

Good understanding of specific user.

Clear, simple and responsive interface.

Asks for the Client’s needs first.

USP: ‘Do what you love, we do the rest.’

A Secretary

3 +

PROS

Available, with you all the time.

Can be held responsible.

Reinforce trust through actual presence.

USP: ‘With you, for you, long-term...

asking the user 1 Mrs. Mahua “I needed somenone trustworthy, who i could hold responsible.”

3 Mr. Murali “If I have a secretary, it should make me 10 - 15% more efficient.”

2 Mr. Seshadhri “They did not make an effort to understand my needs.”

1 +

Mrs.Mahua Some quotes

“I wasn’t able to divide my time, between the many tasks I had.”

“I’m someone who trusts people until they break it.”

“I haven’t even looked at the website properly, never needed to.”

“I can’t tell if I’ve used it[the service] well.”

Strengths: Eye for Detail, Promptness

2 +

Mr.Sesadhri Some quotes

“The agency is impportant. If the person changes no issue.” “[using] It requires a little education [for the client].”

“I shouldn’t have to think again about that work.”

“We CEOs are lonely people.”

Strengths: Availablity, Outbound work

3 +

Mr.Murali Some quotes

“Not very receptive to feedback.”

“If the services are cut-off, I should feel a hit.”

“I want a Dhoni, not a Tendulkar.” “Make it happen for me.”

“Don’t distinguish between my professional and peronal work.”

Strengths: Extremely proactive

collation

collation DEPENDABLE// TRUSTWORTHY// RESPONSIBLE//GETS IT DONE// PROFESSIONAL//ORGANISED// CONSISTENT CLEAR// PROMPT// PROACTIVE// ABLE TO PRIORITISE// KEEPS ME INFORMED// RECEPTIVE// NEUTRAL// FLEXIBLE UNDERSTANDS MY NEEDS// FORTHRIGHT// EASY TO GIVE THEM WORK// MAKES ME EFFICIENT// REQUIRES A LITTLE EDUCATION

insights

insights UNDERSTAND INDIVIDUAL NEEDS, CATER TO THE PERSON// SET EXPECTATIONS AND SHOWCASE ABILITIES// OPEN, FORTHRIGHT AND CLEAR DIALOGUE// CONTINUITY DOES MORE THAN TRUST// TAKE THE MENTAL BURDEN AWAY, NOT THE TASK//

ASPIRATION// In order to elevate and distinguish one’s brand for a memorable and positive user experience we need to be certain of who we are and how we want to be percieved.

from trust-worthy to

DEPENDABLE

DEPENDABLE Build the confidence that it’ll be done.

The goal is still the client’s prerogative, not the tasks.

Balance the continuity of a team, with the accountability of an individual.

from we know to we

UNDERSTAND

UNDERSTAND You are catering to the person, not the business.

Set expectations honestly,but exceed them regularly.

Take away the mental stress, not just the task.

Give feedback which will help them utilise your strengths better.

from frequency to

CLARITY

CLARITY Clients desire effecient and effective dialogue, not frequent.

Jump to the goal to keep the communication easy.

Keep it simple, but take the initiative of building the relationship.

THE 3 SHIFTS//

THE 3 SHIFTS// from trust to dependability. from we know to we understand. from frequency to clarity of communication.

THE 3 SHIFTS//

Put together, they constitute ease.

THANK YOU L O O K I N G

F O R W A R D

T O

T H E

N E X T

S T E P

deepredink

D e e p Re dI nk //S au r ab h Ku m a r //Adh i r ath Ba l i