knek Brand Reveal

CREATIVE TEST

MINING

AGRICULTURE

ORIGINS

“ “

The new brand imperative is to build a remarkable brand with soul. By consistently delivering differentiated experiences going beyond typical industry expectations they boldly standout against their competitors. Transforming into their own category leaving the sea of sameness into a groundswell of trust generating waves of sustainable growth and reputation.

industry.

We are dedicated to being differentiated and remarkable.

Our brand is about anticipating the needs of our clients and partners and innovating to help reduce effort, risk and help others save time and money.

This document is a guide documenting our uncharted vision to be so far beyond what is expected.

Welcome to knek The groundswell connecting to the future.

BRAND ATTRIBUTES

Brand attributes are the brand’s foundation; aspects of character that allow us to present our products and services with credibility and authenticity. They infuse the personality with conviction and commitment, resulting in a defined and readily identifiable tone of voice.

Passionately Connecting

Joyfully Curious

Adaptable Meaningful Anticipate Proudly Participate Present and Committed

MODERN

THE KNEK PERSONALITY

A reliable approachable culture that is present anticipating others needs.

BRAND VOICE

“ “

TONE OF VOICE

SIGNATURE EXEPERIENCE EDITORIAL

THREE CATEGORIES

We have three categories of writing tone to delineate different marketing objectives, from pure brand awareness to a time-sensitive promotion.

The highest brand level or “Signature” copy, is bold and simple, with a hint of humour, allowing for light hearted clear conceptional writing.

The second level, or “Experience” copy is more specific to using the product or experiencing our services. Experience copy adds the energy to match the activity with a slight humour but always humble and honest.

Finally, the “Editorial” level, which tends to be more tactical, directs our audience to take action or invitation to one of our events. This tone is less interpretive, expressive than signature and is straight up informational.

Our tone of voice should be consistent across all levels of communication, from Signature, to Experience to Editorial.

Social posting, with stories and posts, there is less rules where sometimes acronyms and hashtags can be present inside the copy to highlight a idea and add some humour.

Social Stories, are even more light and can be very simple and lighthearted but true to our voice of being authentic and honest.

BRAND PERSONAS OUR CLIENTS

DEMOGRAPHIC OVERVIEW

I WANT TO FEEL FREE HEART

HOW DO I GET THE BEST VALUE? HEAD CREATE EXPERIENCES WITH FAMILY AND FRIENDS MOTIVATION

• Age 40-60

• 94% Male

• 62% White collar, business owner, professional

• 37% still have kids at home

• Majority are married

• Salary Ranges $50K with majority over $100K

SUMMARY

Overall our personas collectively value relationships, authenticity and quality products, he is an independent weekend explorer of sorts wanting to connect to a tribe of likeminded explorers with a passion for the outdoors and a love of motorsports.

BRAND PERSONAS

I CAN GET AWAY WITH? HEAD

PRIORITIZED PAINS

WHAT IS THE LEAST AMOUNT

LOVED THE PROCESS? HEART

HOW CAN I BE THE MOST EFFICIENT? MOTIVATION

RETIRED MINER PIERRE

1. Fix right away (no patience)

2. Details cannot be overlooked

3. Anonymous or unwelcome (recognized)

4. Forgetting the rules of engagement/ expectation

PRIORITIZED GAINS

1. To feel significant and meaningful (special)

2. Wanted perfect details

3. To be an insider

4. To be visible and connect with others with the products.

CURRENT HUMAN NEEDS

1. LOVE AND CONNECTION

2. CERTAINTY

3. GROWTH

BRAND PERSONAS

WHO CAN I TRUST?

LOYALTY HEART

HEAD COMMITMENT SUPPORT AND FOLLOW THRU MOTIVATION

DEALERSHIP / AGRICULTURE & FARMER

PIERRE THE FARMER

PRIORITIZED PAINS

1. Someone who will be there when things go wrong

2. A Brand that will hear concerns

3. Be heard and honestly responded to.

PRIORITIZED GAINS

1. We are connected to the community we serve

2. Truth and Transparency

3. Do the Right thing

4. Feel loyalty back like family (Mutual trust)

CURRENT HUMAN NEEDS

1. CERTATINTY

2. CONNECTION

3. SIGNIFICANCE

BRAND PERSONAS

WE WILL DELIVER AND BE COMPLIANT HEAD

ACCURACY HEART

HAVE A PARTNER THAT FEELS THE GRAVITY MOTIVATION

BRAD THE BAD ASS

HEAD BUYER / MINING

PRIORITIZED PAINS

1. Things that are not compliant

2. Not being accurate

3. Massive consequences and production costs

4. Caught by surprise

PRIORITIZED GAINS

1. High contact and communication

2. Responsiveness and anticipation

3. Feeling of protected

4. Got their back / Insurance

CURRENT HUMAN NEEDS

1. CERTAINTY

2. SIGNIFICANCE

3. CONNECTION

BRAND PERSONAS

NO DOWN TIME HEAD

WHEN THINGS WORK SEAMLESSLY HEART

HOW CAN I INSURE THINGS WORK MOTIVATION

PRIORITIZED PAINS

1. When things break it costs dearly

2. Things need to work

3. Not knowing or Sharing

GILBERT THE ROCK StAR

1. A partner

PRIORITIZED GAINS

2. Transparency

3. Looking out for him (blind spots)

4. Anticipating future needs

CURRENT HUMAN NEEDS

1. CERTAINTY

2. SIGNIFICANCE

3. CONNECTION

DEALERSHIP | MINING EQUIPMENT / ROCK BREAKERS

BRAND PERSONAS

HEAD

He is looking for adventure and freedom. He wants to go enthuse excursions without any problems. He wants a reliable and equipped vehicle. It must be efficient!

HEART

He wants to feel safe and have confidence in all the equipment he chooses. He wants to be understood and well-advised for everything he buys.

PRIORITIZED PAINS

1. He wants a vehicle that doesn’t break down.

2. Service that mets his expectations

3. Having to wait for back-ordered parts for repairs

4. Not having the right equipment or being poorly advised.

PRIORITIZED GAINS

1. Great expertise

2. A good inventory and confidence in the product

3. Feeling understood and well-advised

4. Shopping in one place saves time

MOTIVATION

We have a large selection of vehicles from RTVs to small trailers, including chainsaws and files, all under one roof. He is well-advised by our team, and his needs are respected and well understood.

ArthUr the adventurer DEALERSHIP

CURRENT HUMAN NEEDS

1. CERTAINTY

2. CONNECTION

3. GROWTH

BRAND PERSONAS

HEAD

He is looking for equipment and vehicles that can help make him money. He is willing to pay the right price to be well-equipped.

HEART

He likes to be involved in the process, to feel well-advised, and to have confidence in his equipment. He is loyal and feels like a member of the family.

PRIORITIZED PAINS

1. Losing his tractor/excavator in case of a breakdown means losing money.

2. Back of parts or back-ordered items.

3. Being poorly advised when buying products.

PRIORITIZED GAINS

1. He relates to his clients and can serve them quickly when his equipment works

2. Trusting us and the products.

3. Shopping in one place.

4. We have an efficient and qualified customer service.

MOTIVATION

The speed of work preformed in case of a breakdown. Being able to access courtesy vehicles. Having confidence in our team of experts and quick and accessible inventory.

GILLES SNOWPLOW OPERATOR

DEALERSHIP

CURRENT HUMAN NEEDS

1. CERTAINTY

2. GROWTH

3. SIGNIFICANCE

BRAND PERSONAS

HEAD

He adopts a lifestyle that respects nature. He recycles and gives objects a second life. He is concerned about providing a better future for future generations. He is eco-responsible.

PRIORITIZED PAINS

1. Pollution, waste, and energy consumption

2. Not being able to buy locally.

3. Limited choice of equipment that meets his ecological needs.

PRIORITIZED GAINS

HEART

He wants to be considered in his choices and feels that he makes a difference when buying products. He seeks protection, conscience, and respect.

MOTIVATION

We offer battery-powered vehicles and equipment that are low consumption, environmentally friendly, and ecoresponsible with no pollution. A turnkey service. A wide inventory and staff who understand his needs. Additionally, this promotes local purchases.

THOMAS ENVIRONMENTALIST

1. A varied inventory that he can buy locally and immediately.

2. We offer used vehicles.

3. We offer non-polluting equipment.

4. He is respected for his choices. Confidence in the products.

CURRENT HUMAN NEEDS

1. CERTAINTY

2. CONTRIBUTION

3. SIGNIFICANCE

BRAND PERSONAS

HEAD

He seeks the admiration of others. He wants the vehicle of his dreams immediately, regardless of the price. He loves technology and beauty. It must be flashy!

HEART

He wants to be respected by others. He likes being pampered and getting a lot of attention. He is passionate. He is a brand ambassador: when he likes something, everyone knows it, and the opposite too.

MOTIVATION

He is respected in his choices. He will be well served, and we have everything he is looking for and can deliver quickly. His photo will be on social media upon purchase, which he loves. He feels important!

PRIORITIZED PAINS

1. Not being recognized.

2. Not receiving attention.

3. 3. Not having the latest equipment.

PRIORITIZED GAINS

1. An inventory and choices available according to his standards.

2. He is served with recognition, and we make him feel like an important customer.

3. He will have impeccable service, all-in-one.

4. He is a brand ambassador, and we anticipate his needs

CURRENT HUMAN NEEDS

ELVIS THE KING

BRAND PERSONAS

HEAD

She seeks efficient equipment that saves time as there are many chores to do on the reserve. Long-lasting and reliable equipment.

PRIORITIZED PAINS

1. Low inventory and long wait times for parts.

2. Poor service and lack of respect

3. Being misled about prices during purchases.

HEART

Respect and acceptance when making purchases. Concern for wildlife and the environment. Protection and patience.

PRIORITIZED GAINS

1. Excellent service despite the language barrier.

2. Being respected and understood in her equipment choices.

3. Feeling confident and having transparency.

4. A large and quickly accessible inventory. Complete service.

MOTIVATION

She is respected for her choices. She can have a turnkey service and trusts the staff who serve her. She can be served in her language, in English.

CURRENT HUMAN NEEDS

1. SIGNIFICANCE

2. LOVE

3. CONTRIBUTION

HANNAH FROM THE FIRST NATIONS

BRAND ARCHETYPES OVERVIEW

BRAND ARCHETYPES

BRAND ARCHETYPES

BRAND ARCHETYPES

BRAND ARCHETYPES

BRAND ARCHETYPES

BRAND ARCHETYPES

BRAND ARCHETYPES

BRAND ARCHETYPES

Inventive, unique and vibrantly creating innovation. Reinterpreting what is possible dedicated to achieving better.

Humbly working hard while helping others belong. Honest and accessible always willing to do the right thing.

Breaking the status quo of average, boldly having the courage to be candid and honest.

BRAND 13TH ARCHETYPE

BRAND MESSAGING

BLENDING

5P’s / LOOK / FEEL / TONE / VOICE

WORD ORIGINS

5P’s: unique words drawn from each of the five areas of business

Look / Feel: words that articulate an emotion

Tone / Voice: words that describe “how we carry ourselves”

5P’S TONE/ VOICE LOOK / FEEL

BRAND MESSAGING FRAMEWORK DETAILED

HOW TO USE

This is a edited summary of a in-depth series of strategy sessions determining what powerful words summarize the unique and differentiated positioning we have under each category.

People / Products / Process / Partners / Profits/ Tone / Voice / Look and Feel

These are the “power brand words” that are vetted so when creating messaging you can grab from the well of words to keep your messaging on brand.

The Summary of words across all the categories is the most potent words we want to use for headlines and key messaging.

BRAND MESSAGING

NAMING ATTRIBUTES

BRAND MESSAGING

5P’s SUMMARY

BRAND MESSAGING VALUES

VALUE PROPOSITION

3 CATEGORIES OF NEEDS

ASPIRATIONAL EMOTIONAL FUNCTIONAL

Knowing what your audience values is critical to motivating and connecting to them.

VALUE PROPOSITION

ELEMENTS OF VALUE

• PILLAR VALUES

• HIGHLY VALUED

1. REDUCE EFFORT

2. AFFILIATION / BELONGING

3. REDUCE RISK

4. QUALITY

5. CONNECT

6. INTEGRATES

7. AVOID HASSLES

8. SELF ACTUALIZATION

9. INFORMS

10. SIMPLIFIES

11. SAVES TIME

12. REDUCE COSTS

13. MAKES MONEY

14. VARIETY

• ADDITIONAL VALUES

VALUE PROPOSITION DRAFT

MOTIVATION DNA

MOTIVATION = PERCEIVED BENEFITS - PERCEIVED COSTS

PERSONALIZED SERVICES

BELONG AS A PARTNER / FAMILY INFORMS / ANTICIPATES AND ADDS VALUE

CURATED = CONNECTING + SIMPLE - CONFIDENCE

REDUCE EFFORT WILL I GET THE RIGHT PRODUCT OR SERVICE THAT IS IDEAL FOR ME?

VALUE PROPOSITION

UNIQUE VALUE CREATED SELF ACTUALIZATION

CURATED INFORMS AVOID HASSLES REDUCE COSTS

CLIENTS

SAVES TIME MAKES MONEY REDUCE RISK

EXPERIENCES PRODUCTS & SERVICES

CONNECTED CONNECTS VARIETY INTEGRATES AFFILIATION / BELONGING

VALUE PROPOSITION DRAFT

We add innovative value curating, creating while efficiently connecting you to tools with personalized level of service delivering remarkable.

CREATIVE TESTING

ROUGH DRAFT WORK IN PROGRESS

COLOR PALLET TEST

Accent

Secondary

Primary

DRAFT

BRAND HIERARCHY

COLOR WAYFINDING

Accent

Primary

BRAND COLOUR PALETTE

Accent

Secondary

Primary

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO SECONDARY TYPOGRAPHY

HORIZTONTAL - TAGLINE ACROSS PILLARS

BRAND

HORIZTONTAL - TAGLINES

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Knek Magnet Bar

LOGO CREATIVE ELEMENT

HORIZONTAL - W/ knek creative test

LOGO CREATIVE ELEMENT

HORIZONTAL - creative test

LOGO CREATIVE ELEMENT

HORIZONTAL - W/ Kubota classic with knek

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota classic

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Larger Kubota classic

LOGO CREATIVE ELEMENT DRAFT

When not matching logo size space between

LOGO CREATIVE ELEMENT DRAFT

When not matching logo size space between

LOGO CREATIVE ELEMENT DRAFT

Connected matching logo weight

LOGO CREATIVE ELEMENT DRAFT

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO CREATIVE ELEMENT DRAFT

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO CREATIVE ELEMENT

HORIZONTAL - W/ Knek Magnet Box with

Kubota

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO CREATIVE ELEMENT

Marketing elements test

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

LOGO CREATIVE ELEMENT

HORIZTONTAL - W/ Kubota Stacked

OUR BRAND JOURNEY CONTINUES

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UPDATES & RESOURCES

We will continue to make adjustments to this brand guidebook and will publish versions with dates and will be made available upon request.

We have a Dropbox Folder for Brand assets / Brand Guide and Social Posts

CONTACT

This document is in complete DRAFT form content, copy and design could completely change with updated versions.

For any questions regarding our brand guidelines, please connect with Sylvie Lampron