Fresh Ideas that Grow Results.
Joelle’s Creative Agency is an award-winning , a d ve r t i s i n g , graphic and web design agency that delivers innovative solutions to help businesses succeed.
Proposal for LiveHeart
Through our printing, graphic design, and web
November 17, 2011
development, services, we specialize in developing, implementing and measuring successful web strategies to enhance your business and get the results you want.
prepared by Joelle Cruz
Brand Architecture
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1
Four step process to brand building. It involves the following components each of which is intrinsically connected to the other:
Brand Architecture
Brand Building. We believe that a brand is more than a name or an icon. A brand is made up of tangible qualities and intangible values and expectations. A brand can be defined as the relationship between a consumer and the company or product, thus the brand is experiential. Brand building is the process of understanding and managing the perceptions and experiences that consumers have with a brand in a manner that creates added value and preference over competitive alternatives. We believe that a well managed brand ultimately creates an emotional and intellectual bond with the company or product and, as a result creates Brand Loyalty - or the ongoing endorsement, support and allegiance to the brand, considering all available alternatives. The Brand Architecture is a set of “building blocks” that we’ve developed to help companies build sustainable leadership brands. The Brand Architecture building blocks include:
1. Brand Vision 2. Brand Positioning 3. Brand Promise 4. Brand Values
In brief, the Brand Vision defines the company’s or products strategic purpose; the Brand Positioning addresses competitive differentiation issues; the Brand Promise represents what customers will expect from the company or product; and the Brand Values are the essential attributes that will be associated with the company or product. The Brand Architecture is traditionally the result of market research, executive interviews, competitive analysis, and customer focus groups. The findings and metrics from these investigative exercises provide the input that we typically use as the basis for our recommendations. In this case, we are asking that the client provide us with each of these statements. We will use this information as the basis upon which we will create the Brand Identity - which is the visual language, the symbols and the personality/style that will be used to create the tangible manifestations that define the brand for the customer.
Brand Architecture
Brand Vision. Brand Vision is defined as the internal statement of purpose for the company and it’s hope for the future, and it drives and guides all activities shaping customer perceptions and experiences with the brand. The Brand Vision statement should be written from the point of view of the company - as it wants to be perceived in the long run. Please imagine being in the distant future (for some companies this may be 25- 50 years, and for others it may mean 5-7 years). How would you want to have the company be perceived? What difference has the company made in the world (or the marketplace). How is the world a better place because of the company’s existence? Who’s life/work has the company’s activities positively impacted, and how. If Apple had been asked to write out their Brand Vision, it may have sounded like this: We envision a world in which we’ve improved the quality of life by enabling people to have access to affordable and easy to use computers. We’ve been responsible for humanizing technology fostering better communication, education, creativity and productivity. We’ve created a successful company known for having revolutionized the computer marketplace by making computers friendly, fun and personable.
Step One
Match up what you know and perceive about Apple and its products - and you will find that Apple has been most successful when it has lived up to its Brand Vision. The Apple Brand has scored very high in terms of customer loyalty because of the company’s strict adherence to its Brand Vision in everything it does - from product design to work environments, from advertising to user interface. Please write out a similar statement for your company. Please keep it brief - and “visionary.” Also, please write a separate paragraph providing your criteria for the Brand Vision statement.
Brand Architecture
Brand Positioning. Brand Positioning is designed to differentiate your brand from the competition. The recommendations are focused on how to positively differentiate the company, highlight the company’s strengths, gain mindshare with potential customers and create value in the brand. The Brand Positioning statement should be written from the viewpoint of the competition - direct and indirect. The direct competition is other companies that may offer similar products and services. The indirect competition may be the alternative of not using the company at all - i.e. An airplane company’s direct competition is other airplane companies. The indirect competition may include: alternative methods of transport (trains, buses, cars, ships); the option not to travel (in business situations it could be teleconferencing; in leisure situations it could be staying at home or cocooning); another issue that may need to be addressed is “fear of flying” or the perception of danger or high cost.
Step Two
If SouthWest had been asked to write out their Brand Positioning, it may have sounded like this: We are focused on being the most convenient, most competitive air travel choice for customers seeking the best value for their travel dollars within the United States. We offer an efficient, no-frills, no-nonsense approach - that is humanized by humor and informality. Our customers will spend less, get there comfortably, and feel safe in our hands. If you compare what you know and perceive about SouthWest Airlines you will find that SouthWest has carved out a substantial share of the market by focusing on its Brand Positioning. The SouthWest Brand has been successful because of the company’s strict adherence to its Brand Positioning in everything it does - from boarding procedures to the self-service snack bags, from its advertising to the attitudes of its flight attendants. Please remember to boil down the Brand Positioning to a brief statement - establishing the “unique selling proposition” that “differentiates” you from the competition. Also, please write a separate paragraph providing your criteria for the Brand Vision statement.
Brand Architecture
Brand Promise. The Brand Promise is the strategic statement that sums up the specific quality and nature of the relationship between the brand and the consumer. It is the statement that defines the essence of what customers will expect from the brand. The Brand Promise statement should be written from the viewpoint of the customer relationship. When a customer decides to choose one brand over another, they do so because of what that brand means to them. That set of associations - the way a customer “perceives” a brand - and their expectations of that brand is in many ways the essence of the brand - and the basis for brand loyalty. Answer the questions: Why do customers choose this brand? What do they expect to gain from that choice? What are the characteristics that we are expected to live up to?
Step Three
If BMW had been asked to write out their Brand Promise, it may have sounded like this: We offer the customer the best driving experience available in a luxury automobile. When a customer buys a BMW they are buying the most advanced engineering, the best driving performance, most mechanically reliable, and most luxurious performance vehicle on the market. Our customers will feel in total control of the road and they will know that they’ve made a wise investment. If you think about what you know and perceive about BMW you will find that this car company has done an outstanding job of building brand equity by focusing on its Brand Promise. The BMW Brand has been successful because of the company’s strict adherence to its Brand Promise in everything it does - from leveraging the positive associations with “German engineering” to the electronic innovations built into its vehicles, from its tagline (The Ultimate Driving Machine) to the comfort of the car’s interiors. Please write out a similar statement for your company. Please keep it brief - and focused on “customer expectation.” Also, please write a separate paragraph providing your criteria for the Brand Promise statement.
Brand Architecture
Brand Values. Brand Values are defined as the key attributes that are associated with the brand. They are the mental shorthand for the company - and the qualities that should first come to mind when thinking about the brand. The Brand Values should be the first 3-5 words (adjectives, attributes, verbs) that come to mind when conjuring up the brand. When a customer is asked what they remember/know or perceive about a brand we hope that these are the words that immediately come to mind. They Brand Values are the very essence of what the Brand stands for. If the Gap had been asked to write out their Brand Values, it may have sounded like this: • The Gap is young • The Gap is basic • The Gap is natural
Step Four
When you visualize a “Gap” customer you will probably think of a young, healthy, wholesome, all-American individual (a young man or woman...or a child) wearing jeans or khakis and a white cotton t-shirt. Gap has been successful in building its brand because it has lived up to its Brand Values in everything it produces. These values are evident in the images you may have seen in the advertisements; in the nature of the products it creates (trendy - yet basic); in the selling environments in the retail channel as well as on the web. The Gap customer identifies with these qualities and develops a relationship with the Gap Brand based on its acceptance of the company’s Brand Values. If the Gap opened up a “Punk Rock” department, it would conflict with the Brand Values and instead of extending the brand equity it would confuse its customers. Please write out a similar set of values for your company. Please keep it between 3-5 words and be as specific as possible (words like “quality” and “reliable” are often too generic). Also, please write a separate paragraph providing your criteria for the Brand Values.
CONTENTS: Page 10. Introduction to Joelle’s Creative Design
Page 11. Overview of our Brand / Corporate Web Identity Development Process
Page 12. Details of the Joelle’s Creative Design Interactive Process
Page 13. Preliminary Estimate
The Future of Business is Here. Joelle’s Creative Agency provides a complete, full-service spectrum of business strategies, including: full service printing, corporate identity development, web site design, advertising, research and planning, direct marketing, promotions, display graphics, media planning.
Our Branding Background. As more and more companies demand fully integrated solutions from Interactive Architecture firms, solid branding and marketing strategies have become increasingly more important. Savvy businesses not only prefer to work with companies that can truly help them build their brand—they’re demanding it. Our team has been successfully helping companies build their brands. We believe that our expertise in brand development, corporate identity and marketing—combined with our understanding of web strategies—can be a vital asset in creating world-class brands. Thank you for asking us to present this proposal. We are excited at the opportunity to work with LiveHeart, and look forward to hearing from you.
From start to finish. Here’s a quick look at our process. Although every company is different, and adjustments to our process are sometimes necessary, we’ve developed a proven methodology to efficiently tackle most brand and identity development projects. Following is a summary of the steps we take: Phase 1. Development/Research 1. Assess the market situation and the target audience 2. Interview the executive team and business advisors to get management’s perspective 3. Analyze customer feedback data 4. Competitive analysis to learn about the competition’s positioningstrategies Phase 2. Logo & Corporate 5. Explore a number of identity design solutions (Signage, Postcards, Multi-Media) 6. Evaluate, discuss and/or test the proposed design directions Phase 3. Identity Execution: The Brand Assets 7. Evolve the designs until the original objectives are satisfied 8. Execute refinements and produce final art 9. Create the brands visual language for initial print/web deliverables
Preliminary Estimate Client: Attn:
LiveHeart Pastor John
Project: Brand and Corporate Identity Development The following Preliminary Estimate is based on the scope of work outlined in this proposal. Phase 1: Brand Development / Research
$ 2,500.00
Phase 2: Logo Design & Corp. Identity Package A. Logo B. Bus. Cards/Letterhead/Envelope/Labels
$ 12,000.00
Phase 3: Identity Execution: Brand Assets $ 16,500.00 C. Web Site Art Direction D. 4-page Corporate Brochure E. Presentation Folder or Posters (4 designs) F. Email Campaign Template (Completion of 3) Phase 4: Website Development (Wordpress) (SOCIAL MEDIA) Brand & Corporate Identity Development Total (* total does not include sales tax.)
TOTAL $ 31,000.00*
Special Donation - $16,000.00 TO LIVE HEART
DONATION
FINAL PROPOSAL ADDITIONAL donations
$15,000.00 2,500 Full Color Business cards 24 T-Shirts with new logo Online Newsletter Template Ad: Special Announcements Made in San Jose Magazine
Reg. $1750.00
_____________________________________________________________________________ Authorization (Print Name / Title ) _____________________________________________________________________________ Signature
Date
Notes: Included in this fee estimate is the design and production of final art for the following: - Logo & Corporate Identity Development Package (B&W and 4color for print and web) - Development of a Set of Summary Corporate Identity Guidelines (1-2 Pages) - Web Site (Navigation, Home Page, 2-3 Second Level Pages). Cost doesn’t include any HTML or Flash Programming. Customer will receive PhotoShop files of finished concepts. Copy will be limited to navigational buttons only. - 4-page, 4-color Corp. Brochure, (3) Datasheets and Presentation Folder - Electronic files provided to client for all print materials, high-resolution Not included in this estimate: - Custom photography and/ or illustration - Copywriting - Travel Expenses
Authorization Client:
LiveHeart
Project: Brand and Corporate Identity Development Title to all properties purchased for use in the development or preparation of final art or printed matter including special printing aids is transferred to the client prior to any use. Terms: A signed copy of this estimate is required prior to project start. A 50% Deposit is required at project start and will be invoiced accordingly (next payment of 25% after FINAL ART APPROVAL, REMAINING BALANCE 15 DAYS AFTER). The Balance due on the project will be due and payable within 30 days from the final invoice date. California sales tax and messenger services will be billed in addition to the amounts stated above. We reserve the right to charge 1 1/2% per month interest (18% per annum) on all balances 30 days past due. Any account 90 days past due will be subject to review by the collection agency contracted by Joelle’s Creative Design. In the event of default, the client agrees to pay all interest charges incurred to date, all collection charges, including court and attorney fees.
______________________________________________________________ Authorization:
______________________________________________________________ Signature Date
______________________________________________________________ Print Name / Title