CELESTYNA
505 400 2887
VISION
BRAND ESSENCE
CUSTOMER PROFILE
BRAND AFFINITY
.
BROZEK
CELESTYNA B ROZE K @ G MAIL.COM
BRAND EVOLUTION
COMPETITOR AUDIT
VISION
In o r der to start off in sync, please sha r e y o u r v i s i o n f o r y o u r b r a n d a n d / o r t h i s p r oj e c t .
W h a t marketing or sales gains do you exp e c t a s a r e s u l t o f t h i s p r o j e c t ?
O n a scale of 1 to 10, how far is the cu r r e n t s t a t e o f t h i n g s f r o m t h e v i s i o n s t a t e d a b o v e ? ( 1 0 is very far, 1 is very close)
CELESTYNA
505 400 2887
CUSTOMER PROFILE
BRAND ESSENCE
VISION
.
BROZEK
CELESTYNA B ROZE K @ G MAIL.COM
BRAND AFFINITY
BRAND EVOLUTION
COMPETITOR AUDIT
BRAND ESSENCE
Br a n d essence is t he source of your compa n y ’ s p e r s o n a l i t y , e x p r e s s i o n a n d m e s s a g e . W h o a r e we ? W h at makes us unique and different? W h a t i s o u r s t o r y ? W h a t i s o u r v a l u e a d d ? A n s w er t h e s e qu e s t i ons with descriptive words or conce p t s . T h e s e w o r d s f o r m a p o w e r f u l p i c t u r e a r t i cu l a t i n g t h e co r e o f your brand.
BRAND
CONCEPT
Fr o m these descri ptive concepts, please c h o o s e a s i n g l e w o r d t o a c t a s y o u r B R A N D C O N C E P T. T h i s i s t h e singular i dea to be grasped in th e m i n d o f y o u r a u d i e n c e , I E : A p p l e = D e s i g n , Wa l m a r t = A f f o r dable BRAND
PRIMARY
CONCEPT
BRAND
POSITIONING
SECONDARY
ADDITIONAL
STATEMENT
Pl e a s e provide a short brand positioning s t a t e m e n t t h a t g i v e s c o n t e x t t o y o u r b r a n d c on c e p t f r o m a b o v e . This shoul d be a short, concise p h r a s e t h a t c o m m u n i c a t e s t h e b r a n d ’ s c o r e i d e a o r r a i s o n d ’ e t r e.
CELESTYNA
505 400 2887
CUSTOMER PROFILE
BRAND ESSENCE
VISION
.
BROZEK
CELESTYNA B ROZE K @ G MAIL.COM
BRAND EVOLUTION
BRAND AFFINITY
COMPETITOR AUDIT
CUSTOMER PROFILE
Cr e a t i ng a clear c oncept of your target c u s t o m e r i s e s s e n t i a l t o b u i l d i n g a s u c c e s s f u l b r a n d . Th e m o re personalized and specific the mo d e l i s , t h e m o r e u s e f u l i t i s a s a d e s i g n a n d m a r k e t i n g gu i d e . Please add as much details as poss i b l e .
GENDER(S)
TYPICAL
CAREERS
GEOGRAPHIC LOCATION(S)
PERSONALITY
AGE RANGE
WORDS
INCOME RANGE
MINDSET/VALUE WORDS
AN T I C I PATED BARRIE RS TO SUCCESSFUL RELATI O N S H I P W I T H Y O U R B R A N D
frugal/price compa r i s o n s h o p p e r yields to higher a u t h o r i t y f o r p u r c h a s i n g d e c i s i o n s does not easily re c o g n i z e q u a l i t y already loyal to a n o t h e r b r a n d thinks they don’t n e e d y o u r b r a n d doesn’t know your b r a n d e x i s t s doesn’t think your b r a n d a p p l i e s t o t h e m is reluctant to tr y n e w t h i n g s
ETHNICITY(IES)
ADDITIONAL
CELESTYNA
505 400 2887
VISION
BRAND ESSENCE
CUSTOMER PROFILE
BRAND AFFINITY
.
BROZEK
CELESTYNA B ROZE K @ G MAIL.COM
BRAND EVOLUTION
COMPETITOR AUDIT
BRAND AFFINITY
Pl e a s e list three companies you admire fo r t h e i r b r a n d c o n c e p t e x c e c u t i o n , w h e t h e r i t be a v i b r a n t br a n d experience, a strong social media p r e s e n c e , a r e p u t a t i o n f o r c u s t o m e r s e r v i c e , e tc . W h i c h br a n d s have a unique aesthetic and a uniq u e c o n n e c t i o n w i t h t h e i r a u d i e n c e ?
NAME
WHAT ATTRACTS YOU TO THIS BRAND?
WEBSITE
NAME
WHAT ATTRACTS YOU TO THIS BRAND?
WEBSITE
NAME
WEBSITE
WHAT ATTRACTS YOU TO THIS BRAND?
CELESTYNA
505 400 2887
BRAND ESSENCE
VISION
CUSTOMER PROFILE
BRAND AFFINITY
.
BROZEK
CELESTYNA B ROZE K @ G MAIL.COM
BRAND EVOLUTION
COMPETITOR AUDIT
BRAND EVOLUTION
Fo r y o ur brand evolution or project devel o p m e n t , p l e a s e c o m p i l e a “ w i s h l i s t ” u s i n g t h e p r e v i o u s pa g e a s a guide. Please be as specific as p o s s i b l e , i e , “ a d d a ‘ g a l l e r y ’ t a b ” i s b e t t e r t h a n “ m a k e we b s i t e bigger”. Examples from companies y o u a d m i r e a r e a g o o d r e f e r e n c e .
PR/MARKETING
WEBSITE
SOCIAL
WISHLIST
WISHLIST
MEDIA
WISHLIST
MISC. DIGITAL/GRAPHICS
WISH
INSPIRATION
CELESTYNA
505 400 2887
VISION
BRAND ESSENCE
CUSTOMER PROFILE
BRAND AFFINITY
.
BROZEK
CELESTYNA B ROZE K @ G MAIL.COM
BRAND EVOLUTION
COMPETITOR AUDIT
COMPETITOR AUDIT
Pl e a s e list three companies that most str o n g l y c o m p e t e w i t h y o u i n t h e m a r k e t p l a c e . W i t h t h i s in f o r m ation, it is possible to identify d i f f e r e n t i a t i n g a s p e c t s o f y o u r b r a n d a n d w e a k l y f i l l e d ma r k e t niches that you can dominate.
NAME
WHAT IS MOST THREATENING/IMPRESSIVE ABOUT THIS BRAND?
WEBSITE
NAME
WHAT IS MOST THREATENING/IMPRESSIVE ABOUT THIS BRAND?
WEBSITE
NAME
WEBSITE
WHAT IS MOST THREATENING/IMPRESSIVE ABOUT THIS BRAND?