“It’s not photography that I love, it’s LIFE that I love.” — KATHY TRAN
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B R A N D S TRATEGY 1. M i s s i o n . How you wa n t to b e s e e n by th e wo r ld. 2. V i s i o n . Your b ran d g o a l s fo r th e f u tu re a n d h ow to b e s e e n by yo u r ta rg et a u d ie nce . 3 . Va lu e s . W h at t h e b ra n d s ta n ds fo r a n d h ow th i s m a ke s th e m u n i q u e . 4 . Vo i ce . Your com p any ’s p e rs o n a l i ty a n d b ra n d a rch ety p e . 5. Bra n d Es s e n ce . W h a t yo u s ta n d fo r . T h e co re b e n e f i t of yo u r b u s i n e s s to clie nts . 6 . To n e . T h e b ran d p ers o n a l i ty a n d to n e fo r Ma r keti n g ch a n n e l s : S ca le 4 p a ramete rs . 7. V i s u a l Id e n ti ty. Kat hy Tra n lo g o a n d b ra n d i de n ti ty.
M I S S I O N ‘Kathy Tran’ has the mission to capture and immortalize the essence of individuals in their most cherished moments. We believe in the power of photography to not just freeze time but to empower individuals to embrace and express their authentic selves.
I N D I V I D U A L I T Y
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S E L F - E X P R E S S I O N
WHAT IS IT?
The brand mission statement defines your brand’s goals, objectives and approach.
WHY IS IT IMPORTANT?
Defining your mission statement ensures that the business stays on track in terms of future projects because it conveys the value your brand brings to new clients and partners.
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V I S I O N Our vision is to continually innovate, pushing the boundaries of creativity, while fostering an inclusive and collaborative environment. Kathy Tran aims to inspire the local community to recognize the beauty in diversity and the power of self-expression through storytelling, high quality photography, and content creation, leaving an indelible mark on their clients and potential partners in the upcoming years.
WHAT IS IT?
The vision statement describes the long-term impact you want to make with your mission.
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WHY IS IT IMPORTANT?
A good vision statement establishes the main goals for your business and gives purpose to the brand and what it aims to offer to their current and potential clients.
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VA LU ES The uniqueness of ‘Kathy Tran’ stems from a combination of approachability and the exceptional team driving the brand forward. At the core of its identity are key values that guide every aspect of
QUALITY
their work, ensuring an unparalleled experience for clients and potential partners. These key values are led by: Passion, Empathy, Creativity, and Quality.
CREATIVITY
WHAT IS IT? PASSION Brand values are the fundamental principles and beliefs that guide a brand’s behavior, decisions, and interactions. They represent the core EMPATHY
convictions and ideals that shape the identity and culture of a brand, influencing its relationships with customers, employees, and the broader community.
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WHY IS IT IMPORTANT?
Having solid company values ensures that employees are working towards the same goals. These values are also reflected in the work produced and ultimately attracts clients with similar values in mind.
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VO I C E The ‘Kathy Tran’ brand embodies the Citizen archetype, acting as a unifying force that fosters a sense of belonging. Known for its down-to-earth nature and unwavering support, ‘Kathy Tran’ strives to connect with the creative community by embracing empathy and fostering creativity that brings everyone together.
WHAT IS IT?
Brand voice is the unique personality that your brand presents to the world. It must run consistently through all channels, including: social media, web, ads, emails, and blog posts.
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WHY IS IT IMPORTANT?
Brand archetypes are important because they help maintain a consistent voice and approach to all communications reaching clients and general audience. It also provides structure and purpose to the brand.
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ESSENC E OUR VOICE IS...
BECAUSE...
W H AT W E D O . . .
BECAUSE...
Ap p ro a ch a b le
We are inclusive, o pe n
We re ply to me ssag e s
We wi sh to re flec t a
and accessible to
on soc i al me d i a
se r vi c e that i s ea s ily
anyo ne w h o wish es to
ac counts, and i t i s
ac c e ssi ble for a nyone.
wo rk with us.
e asy to re ac h us.
We are ever- ch an ging ,
We are on top of tre nd s
We wi sh to stay
o pen to new ideas
and push new ways to
re levant and cont inu e
and co n tinue to push
re ac h c li e nts and be
to evolve and g row a s
in n ovatio n an d crea ti vi ty.
ac ti ve i n the communi ty.
a busi ne ss and lea d er .
We are enth usiastic
We use soc i al me d i a
We wi sh to g et people
abo ut o ur wo rk and eve ry
c hanne ls to showcase
ex c i te d to work wit h
sin gle n ew proj ect that
the proc e ss be hi nd eve ry
a c re ati ve te am t h a t
we co m e acro ss.
proje c t we work on.
love s what they d o.
C re at i ve
Pas s io n a te
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TON E The brand tone of ‘Kathy Tran’ strikes a balance between formality and a fun, playful spirit. It
FOUR DIMENSIONS OF TONE OF VOICE
approaches interactions with respect, acknowledging the significance of each moment, while infusing enthusiasm into the creative process. ‘Kathy Tran’ maintains a formal and respectful demeanor, ensuring a professional touch, but injects a playful energy that makes the experience enjoyable.
FORMAL
CASUAL
The overall tone is enthusiastic, creating an atmosphere where clients feel both valued and excited to collaborate on capturing their special moments.
SERIOUS
FUNNY
RESPECTFUL
IRREVERENT
MATTER-OF-FACT
ENTHUSIASTIC
WHAT IS IT?
Brand tone is the distinctive manner in which a brand communicates, encompassing its style and attitude in written or spoken messages across social media, web, and newsletters.
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WHY IS IT IMPORTANT?
A well-defined brand tone establishes a connection with the audience, fostering a specific emotional response and reinforcing the brand’s identity and building consistency across all marketing channels.
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B R A N D
I D EN TI TY
The ‘Kathy Tran’ brand showcases a visual identity that communicates its values through typographic treatment, logo structure, and uniqueness. The black-and-white color scheme serves as a powerful symbol of professionalism, enhancing the brand’s aesthetic coherence and reinforcing its commitment to excellence, creativity, and innovation.
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F R I E N D L Y
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P R O F E S S I O N A L
WHAT IS IT?
Brand identity refers to the visual, verbal, and experiential elements that collectively represent a brand and distinguish it from others in the minds of consumers. It includes the brand’s name, logo, colors, typography, messaging, and overall design, as well as the values and personality that the brand conveys.
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WHY IS IT IMPORTANT?
Having a strong brand identity is a foundational element that influences how a business is perceived, fosters connections with consumers, and plays a crucial role in its overall success and longevity.
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