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i n t r o d u c t i o n The purpose of this Branding Brief is to support our marketing and communication goals with resources and tools that portray a consistent image. This will give Alias Movement Center a uniform corporate identity, greater visibility and more powerful marketing possibilities. It highlights our interaction as a team with tips on both how to portray our company internally and communicate about our company externally. Above all else, this tool will allow us
 to become familiar with Alias Movement Center’s brand, which will inform all of our communication decisions, and will be essential for developing authentic, distinctive materials that resonate with our target audience.
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Brands are promises that consumers are led to believe in by creating trust and emotional attachments. Great brands aren’t just known, they are trusted. When people are aware of your brand, they are aware of the positive characteristics for which you stand. Long before they get ready to make a purchase, they feel they know who you are and what unique value they can count on your company to deliver. Consistency is essential to maintaining an identity like this; thereby enhancing the overall image of an organization. This is particularly true for an organization such as yours with widespread partners around the globe. A cohesive brand is an important tool with which you can foster your sense of mission and community, and also relay to your external audiences that you are a well-run and integrated organization.
Brands grow from the top down, and from the inside out. What that means is the Alias Movement Center brand needs commitment from the highest levels of leadership, as well as support from employees in every department and at every point of the organizational chart. Great brands are expressions of the vision, mission and core values established by leaders. Therefore, leaders need to head-up the branding effort. This manual is not expected to be an overnight change, however, we urge you to adopt the new guidelines as soon as is practical so that you begin signaling a reinvigorated and updated organization. The more consistently the brand is applied, the more value it conveys to all your current and potential customers. We hope these guidelines will prove useful and convenient to utilize, as we believe they will help your organization create the best possible communications.
Sincerely, Justin Lawler, Owner The Creative Bar
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B r a n d D e v e l o p m e n t ................................................................................................. 6 Branding Phase One .................................................................................................................. 6 Must-Have Checklist ................................................................................................................... 7
m a r k e t p e r c e p t i o n c h a r t .................................................................................. 8 a r c h e t y p e s ......................................................................................................................... 9 l o g o s t y l e g u i d e ....................................................................................................... 12
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Brand Development At The Creative Bar, we believe that the design process is a collaboration that fuses our creative strengths with our client’s in-depth understanding to produce communications that are top-shelf. Our approach to branding and marketing Alias Movment Center applies a honed methodology to ensure that all efforts are reaching the intended demographic.
Branding Phase ONE. Understanding - Where the brand came from and where It should be In this initial stage we form the foundation of the new brand. This important step has involved key Creative Bar team members working directly with key stakeholders Natalia and Alexis, in the Creative Bar office. The Creative Bar has looked at the current brand’s position in the industry and has evaluated the current competitive situation, advertising and messages, environment, and perceptions of influencers. This phase involved in-depth interviews, branding exercises, and ended with the enclosed discoveries.
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A l i a s m o v e m e n t c e n t e r M u s t - H a v e Ch e c k l i s t • Illustrate an adult friendly environment, with an emphasis on family services. • Reinforce Alias’ dance classes as an enjoyable form of fitness that fit conveniently into a busy lifestyle. • Speak to the credibility of instructors and dance classes. • Communicate features over price, emphasizing the differentiation in offerings between Alias Movement Center and its competition.
Pa r t 1 . P r o b l e m + A l i a s M o v e m e n t C e n t e r = S o l u t i o n There are few adult-focused dance centers in the area, and even fewer that are family-friendly. Additionally, those looking for an exciting and diverse workout find that the gyms are crowded, impersonal, and offer little to no variety in the way of workout or dance-inspired routines. Alias Movement Center offers the resources and credibility of an elite dance studio with the accessibility of a gym in their ability to provide childcare and family classes. With classes tailored to each individual, they offer opportunities for both beginning and advanced members to engage in the art of dance while participating in a stimulating exercise routine that contributes to a healthy lifestyle.
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M a r k e t
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f a m i l y - f o c u s e d Fitness 19 LA F i t n e s s 24 hour fitness Golds gym NC 3
OUR ORGANI Z ATION
Temecula
p r i v a t e
c h a i n
d a n c e C o m pa n y s v e t l a n a’ s
Dunamix dance project The ballet studio Prestige m u r r i e ta dance Project t e m e c u l a va l l e y
Arthur
C at h y ’ s D a n c e s w e at c a r d i o
M u r r ay
i n d i v i d u a l LY f o c u s e d
Pa r t 2 . S o l u t i o n + B r a n d p o s i t i o n i n g = O r g a n i z at i o n I n c o m e Our new brand is clear about its positioning and how it wants to be perceived to the market. Every communication uses a consistent voice and evolves from a central brand idea. Clear and consistent are the qualities that ensure all the pieces hold together in a way that feels seamless to the customer. Once a solid brand positioning is set, the consumer will be delivered awareness of what products/services they should purchase and why, resulting in customer loyalty. u n d e r s t a n d i n g
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W HO ALIAS MOVEMENT CENTER IS Hero The Hero acts to redeem society by overcoming great odds in service to successfully completing extraordinary acts of strength, courage and goodness. The Hero is admired by those who appreciate the self-sacrifice, stamina and courage required to triumph over adversity and evil. As a continuous learner, the Hero seeks to understand the inner life force and fullest expression of self, while coping with difficulty, meeting strange fates and facing shifting challenges. The essence of the Hero lies in the sacrifice required to achieve the goal of transformation.
W H a t ALIAS MOVEMENT CENTER d o e s Gu a r d i a n The Guardian finds identity and fulfillment by defending, protecting or caring for others. This archetype is the keeper of traditions, legacy and values. Seeking to offer a firm hand to strategically guide and form a path toward the greater good, the Guardian is a bottomless well of compassion for the bitter-sweetness of life. Powerful and self-sacrificing, the Guardian is a multifaceted manager, offering safety, respecting privacy and promoting accountability and liability in service to protecting others from harm.
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H o w ALIAS MOVEMENT CENTER does it C o m pa n i o n The Companion is a trusted support who can be relied upon to lend a helping hand. Offering assistance, order and a sense of belonging, the Companion holds a deep respect for each person’s value and inherent worth. The Companion is essentially a friend and confidante, offering help and listening without measure or judgment. Typically good-natured, the Companion is a comrade through the ups and downs of life. This archetype enables freedom by being the wind beneath the wings of others.
ARCHETYPES HELP GUIDE BRANDS IN TELLING THEIR STORY WITHIN THEIR INDUSTRY AND WITHIN SOCIETY. ARCHETYPES ALSO HELP CREATE THE PERSONALITY OF THE BRAND. THIS PERSONALITY WILL BE SOMETHING PEOPLE CAN RELATE TO AND SEE VALUE IN AS THEY GET TO KNOW THE COMPANY.
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The Alias logo reflects a credible dance studio in an adult atmosphere. Its color and shape suggest movement and a sense of freedom, with the added tones of health and well being.
full color The preferred Alias logo is the full color version combining the specified colors listed below, with gradients and shadows to create a more dimensional logo. Different Media and printing specifications require different interpretations of the logo type colors. The pantone, 4-color, and websafe RGB equivalents are listed beside
purple
grey
each color.
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We b -sa fe RGB #92278F
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We b -safe RG B #808285
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TAGLINE
full color When the Alias logo calls for an included tagline the full color version is preferred, combining the specified colors listed below, with gradients and shadows to create a more dimensional logo. Different Media and printing specifications require different interpretations of the logo type colors. The pantone, 4-color, and websafe RGB equivalents are listed beside each color.
purple
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We b-saf e RGB #92278F
We b -sa fe RG B #808285
We b -sa fe RGB #1097A6
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one color - white
one color - black
When the occasion calls for a white
When the occasion calls for a black + white
application against a dark background, such
application, such as a newspaper ad or
as a sponsor banner or magazine ad, the
faxable stationary, the above option may be
above option may be used. Avoid grayscale
used. Avoid grayscale interpretations.
interpretations.
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do not’s Please adhere to the following logo guidelines when using the Alias logo in application. For examples of correct logo usage, please refer to application examples below:
1) Do not, under ANY circumstance, use the logo without the “strapline“.
2) Do not place the logo on busy areas of a photograph. Select an area that provides easy readability.
3) Do not alter the logo color. Always adhere to approved logo colors on previous page.
4) Do not skew or alter the logo to fit into spaces Always size proportionately.
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wh o s h o u l d u s e t h i s g u i d e ? This guide is intended for all Alias Movement Center employees and their creative vendors especially those businesses marketing the organization. wh e r e c a n i g e t e l e c t r o n i c a r t w o r k o f t h e a l i a s m o v e m e n t c e n t e r l o g o ? The Alias Movement Center logo and tagline artwork can be emailed to you by Alias Movement Center. Please contact Alias Movement Center at (951) 40-ALIAS or aliasmovementcenter@gmail.com
can i use the alias movement center logo without their permission? Yes, although any application of the Alias Movement Center logo should follow the graphic standards set forth in this guide. Alias Movement Center asks you to carefully consider how you intend to use the logo—does it reinforce the organization’s brand position? Consult with Alias Movement Center if you have questions about the appropriateness of your planned logo application.
a r e t h e r e t i m e c o n s t r a i n t s o n u s i n g t h e g r a p h i c s ta n d a r d s ? No. Applying these graphic standards in a consistent manner over time will help develop a recognizable brand for the organization.
can i use the brand positioning statement as copy in my marketing materials? Using the brand positioning statement copy (or portion thereof) is not recommended. The statement was written for an internal audience of the Alias Movement Center organization members and marketers.
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wh e r e c a n i g e t t h e p h o t o g r a p h y a n d o t h e r e l e m e n t s u s e d i n t h e b r a n d s ta n d a r d s g u i d e ? Some items in this guide can be provided by Alias Movement Center. Contact Alias Movement Center for more details.
Your Alias Movement Center contact: If you have questions about this guide or would like to request a copy (printed or PDF versions available), please contact Alias Movement Center at (951) 40-ALIAS or aliasmovementcenter@gmail.com.
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