Art, life, business.
BRAND STRATEGY
1. Mission. How you want to be seen by the world.
2. Vision. Your brand goals for the future and how to be seen by your target audience.
3. Values. What the brand stands for and how this makes them unique.
4. Voice. Your company’s personality and brand archetype.
5. Brand Essence. What you stand for. The core benefit of your business to clients.
6. Tone. The brand personality and tone for Marketing channels: Scale 4 parameters.
7. Visual Identity. Kathy Tran logo and brand identity.
MISSION
Kathy Tran’s mission is to empower each person to discover and showcase their true selves through the art of photography and personal style, creating spaces where stories come to life and connections are made. Kathy Tran’s work is about more than capturing moments — it’s about creating a legacy of self-expression, creativity, and bold authenticity that inspires others to do the same.
EMPOWERMENT • SELF-EXPRESSION • INSPIRATION
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.
VISION
Kathy Tran envisions a world where every personal story is told with authenticity, energy, and purpose. She is committed to illuminating unique narratives, empowering individuals to share their truths in powerful and relatable ways. Through the art of photography and personal style, she aims to create spaces where stories come to life and meaningful connections are made. Kathy Tran’s work transcends capturing moments—it’s about building a legacy of self-expression, creativity, and bold authenticity that inspires others to do the same.
WHAT IS IT?
The vision statement describes the long-term impact you want to make with your mission.
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.
VALUES
Approachable: The KT brand believes in creating a welcoming and inclusive environment where everyone feels valued. The style is classic yet relatable, making it accessible to all.
Authentic: The KT brand is committed to staying true to our values and expressing genuine stories. Our brand is built on honesty, sincerity, and the celebration of individuality.
Bold: Kathy Tran encourages taking risks and embracing vulnerability. The approach is fearless, pushing boundaries to inspire confidence and self-expression.
Empowering: Kathy Tran strives to uplift and empower individuals.
Timeless: The KT brand focuses on creating enduring connections and designs that transcend trends. The style is classic and chic, with a modern twist that remains relevant and meaningful.
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.
THE CREATOR + THE CAREGIVER
VOICE
Creator - Always Wanting to Create for Purpose
The Creator archetype within Kathy Tran’s brand embodies a relentless drive to bring new ideas to life with intention and meaning. This aspect of her brand is all about innovation, imagination, and the pursuit of excellence. Kathy doesn’t just create for the sake of creation; every project, every story, every image is infused with a deeper purpose. Whether it’s crafting a compelling narrative, designing an impactful visual, or curating a unique personal style, the Creator in Kathy is motivated by a desire to build something meaningful that resonates with others on a deeper level. She believes in the power of creativity to transform lives, spark change, and leave a lasting legacy.
Caregiver - Inspiring Through Personal Stories + Scholarship
The Caregiver archetype in Kathy Tran’s brand represents a nurturing and compassionate spirit dedicated to uplifting others. Through her work, Kathy aims to inspire those around her by sharing personal stories that resonate with authenticity and vulnerability. She understands the importance of connection and empathy, using her platform to provide support, guidance, and encouragement.
WHY IS YOUR BRAND ARCHETYPE 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.
ESSENCE
HER VOICE IS...
Approachable
Empowering
Bold / Authentic BECAUSE...
She is inclusive and created an environment where everyone feels valued and heard.
WHAT SHE DOES... BECAUSE...
She inspires people to embrace their true selves.
Her style is edgy, high-contrast, and distinctly modern.
She constantly seeks ways to connect and unite her community through events and opportunities. She envisions a world where every personal story is told with a deep sense of purpose. She creates content that mirrors her personal style and showcases her unique personality.
Her mission is to empower, inspire, and create.
She wishes to empower each person to discover and showcase their true selves through art.
Kathy Tran aims to be an example of authenticity to others.
FOUR DIMENSIONS OF TONE OF VOICE
TONE
Kathy Tran’s brand tone is a mix of authenticity, boldness, and compassion. Her voice is heartfelt and modern, resonating with personal connections and celebrating individuality. Kathy’s focus is about fostering real, meaningful connections where everyone feels seen and appreciated. Her style combines classic elegance with a modern, approachable twist, making it both relatable and accessible.
The overall tone is enthusiastic, creating an atmosphere where clients feel both valued and excited to collaborate on capturing moment.
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.
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.
BRAND IDENTITY
Kathy Tran’s brand identity is defined by timelessness, authenticity, and empowerment. It focuses on creating real, meaningful connections where everyone feels genuinely seen, heard, and celebrated. Her style combines classic and chic elements with a modern, approachable twist, making it both elegant and accessible. This blend of attributes ensures that Kathy’s brand remains relatable and impactful, always prioritizing authenticity and empowerment. The result is a brand that is approachable, bold, and timeless, creating spaces where individuals can truly express themselves and feel valued.
APPROACHABLE
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.
PROPOSED LOOK & FEEL
