Contents : Branding • • • • • •
Branding strategy Brand DNA Brand wealth Branding analysis pyramid Branding truth analysis Brand/ customer relation building
Marketing
• Marketing highlight • Customer rational cycle
Advertising
• Advertising strategy • Advertising brief • Creative brief
Branding creative items Branding & advertising creative item analysis Identity design • • • • • • •
Main theme Logo searches logo theme logo design (sketching ) main choices logo typography final logo design
«first choice
• structure analysis • colour trials
«second choice
• structure analysis • colour trials
Branding
Execution
Positioning Strategic plan
Beloved = power = growth =profit
• We have some long term thoughts about where the brand can go (vision) and the special assignment to get us on our way (mission) those thoughts help shaping the things we want to achieve our brand (goals) . • To get started there are things that we have to get in the way of us achieving our goals (key issues) and the brand have different plans (strategies) for how to get there (tactics). • We trying find a slice of the population (target) to make them take an action ( expected result ) that make our brand bigger , we then find out what to say and how to talk to them to trigger that action (main message ) we need to reinforce why we can do it and others can’t (support).
• Promotion, to get them to take an action and put it in part of their life where they are most likely to hear it and action it (media/ channels)
Branding strategies: Situation analysis:
firstly we have to ask ourselves where are we in the market to find your situation from the surrounding ,we found that we are not in that part of the market which selling just name that portion which considered as a big part of our competitors that days also we aren’t those who sell just product , which is giving us the real chance to find no compactors in our side of market as we truly sell a style or actually a spirit , a sprite of sense , love , luxury and comfort hosting from here we can recognize where we are actually in the interior and furniture trends that days in Egypt ...
Key issues:
Our key node is our concentration on all the details in our product colures deals and styles also our main choices in our designs, themes and also our customers .
Our goal:
Is featuring the market with our own sign of luxury and softness through our main channels of hospitality and design also colours, reputation, name, difference and quality. Our long term goal also is to have the same brand goal but internationally to broad our name and culture of luxury all over where are we.
Our mission:
Our mission is to achieve our goal throw our crew and presence I and outside Egypt exposing our thoughts and spirit
Our vision:
To have that theme in Egypt and all over the world under the name of ALY ARAFA Also being one of the highest brands in furniture who known by their luxury and spirit, working as a big family under the same name to improve our inner sense of complementary
Strategies and tactics:
Now we can start asking ourselves how to get their firstly we can get there throw • A perfect branding strategy with a professional creative brief. • A deplaning plan and chart system to keep our work flow under control with no disturbance among time schedule. • Increasing our working power by increasing numbers and enhances our powers • Sharing in international expositions • Making a perfect trend with a cretin brand name • Constructing a flexible strong relation between our sales team and our customers • Making our brand name a lifestyle assist .
•
Execute and measures:
That’s about what we need to do our tactic and get our strategies to life and here is the main answer, • Firstly having a parallel brand for home accessories to support the buying power give us extra point to favour our sales in our market portion. • Secondly having a strong branding, advertising, marketing team to follow up all the new in market also make a branding identity in and outside Egypt also covering our share in expositions. • Thirdly having a professional sales team to follow our customers’ needs and give us supporting information about the client needs and what the consumer wants. • Fourth, enhance our design team to have a bigger design family to cover our design personality construction from all angels as we want to complete our image in the international market. • Fifth, increase our workshop workers number to increase our production power • Sixth, re arrange and our decoration (interior & exterior) to put our new image in sight contacting our clients. • Seventh, start having a photography history and a catalogues for our product and designs . • Eighth, using social contacting and media channels also advertising means to improve our trend .
Any branding strategy always has one of the following expected result and it always also know from the beginning or at least expected but in our situation we hope to be the market berry or the mega star trend which is not only needs 100% extra effort but also need faith in god and in our qualities
Home run extra wooow
Steady gains perfect
Random results very good
Disaster very bad result
Branding plan:
here we have summarise a branding plan chart to our main stations and steps
market feedback in brand review by sales team
Planing Brand plan Brand mission ,vision, brand positioning , brand issue we face, strategies, tactics, goals , key issues and phasing
Communicating Briefing creative brief, creative expectations , big ideas , creative expressions
Execution Aligning /strategy Architecture,tone,feel, elements, identity, expositions, international visits , our digital world, social media, social cooperation,team work , brand name packaging parallel identities , show room and advertising campaign
our brand DNA :
Brand personality
products and services
Brand DNA cusomer review
internal beacon
• Brand personality: Human descriptors who express the brand style , tone & attitude which start with the color and logo style to the workers manner , uniform ,Hospitality ,comfort reception ,drink ,identity ,special prize and delivery time • Internal beacon of the brand: This is our internal view why people believe the brand can win, Inspires, motivation or challenges • Product &service: Features, attitude and functional characteristics starts by the product quality and the schedule also workers attitude with the customers also the values which are embedded in the product side of the brand • Consumer views of the brand: Honest assessment of how the consumer sees the brand ,the good and the bad .
Brand wealth & health :
Each brand must has a wealth power in the market and heallth power in its crew Internal health : What is the internal beacon that helps employees get it and live the idea of the brand which has to be embedded right into the alter in a consistent manner; they have to realize their impact on the end customer.
External health: Connecting with consumer is a source of power for our brand also searching our target slice also knowing their needs and satisfy it to use it as one of our main advertising means throw their talks and opinions in their community which is chosen before by our targeting and positioning plan.
Brand internal wealth: Every one focused on profit ,value , winning up and delivering the brand promise to clear set of objectives must see they contribute in the brand wealth and sharing in making the name , so everyone have to understand where and how the impact profitable.
External wealth -efficient brand -higher sales -lower costs -better margins -Higher over all profit
Brand analysis pyramids : And here we mange our priorities
Emotional benefits
Rational benefits
product features
customer insight
Here we can see why they have to believe us and from where we get our reputation then we find that we have four main points and weapons which they are : •
Emotional benefits : that what ‘s the heart says in which we can influence
•
Rational benefits :which is what’s the head says connected to all our at-
•
Product features : that’s all what’s
•
customer insight :which include our deals history ,our reputation ,our
our customers throw sense , colours , smile , taste , mood , and emotional effects throw beautiful prize , extra service and good deals with perfect manner . tributes , association owned , market position , sales mass, exposition , media, reasonable price and smart deals.
belongs to our product and service also our price list and our abstract price positioning in market that’s on one side while the other is our characteristic materials and finishing quality with durable product and attractive elegant design . brand name and our old and permanent production list
Branding truth:
that’s the truth we must know to have a reason why we are here in market which is must be included in each future brand review to get our market branding changeable truth and to follow up our evolution. • Rational truth : we can get it through the attributes and the sales also periodic income • Emotional truth : that’s our market position in value and artistic place in the market demographic plan also our competitors number . • Be honest truth : is our full image which we can get from our competitors mouse and how much we represent a fer in the market and how much they consider us a strong competitor also our market periodic share.
Brand/ customer relation building :
from the last analysis and truth we can get the main points of how to build our customer /brand relation as we believe in ALY ARAFA that the brand is our identification our name our history our difference from the others out theme and our spirit on all which we can make a relation with the customer personality .that’s why we start by targeting a certain slice of the customers community to deal with as we believe that our customers play a key role in our advertising plan
Building our relation THE customer
The brand
The main factors that’s drive the customer to love ALY ARAFA There are five sources of connectivity Firstly our faith as we believe in ALY ARAFA then the following five :
Promise
Story
Strategy
That depending on the benefits we deliver and the positioning we already do and have to keep on .
the focused choice that we make to drive growth and profit throw advertising and branding plans also sales team manner and new identity to re generate the ALY ARAFA Soul in our team and customer.
Freshness
That’s how to communicate and the creative items and features we need to have to deliver this thoughts.
Experience
Means of been at the top Having our own culture and operation of delivering of trend as we keep our our promise . soul by keeping on our original design and our specified materials colours and lines
Marketing Marketing high light:
• We have some long term thoughts on where the brand should go ,and the special assignment to get us on our way . • Those thoughts help shape the thing we want to achieve with our brand . • To get started there are things that are getting in the way of us achieving our goals , and the brand has differ ant options for how to get there . • We try to find a slice of population to be our marketing taking mouse and to make our brand bigger . • Then it become a part of their life.
Our slice : la famme Start from our believe in the woman selling power and shopping experience also here delicate and soft sense of object , and as we find a great common between us in business we found that we must get the (21-50) woman slice to be our slice depending on their talking powers also advertising self talent so we found that added to their thoughts and preferred issues which they can found in our soul and tones , they also the best to advertise us and being loyal to their favourite brand among years also they have the ability to follow us in expositions and social media . As we find our customers slice we start to follow their cycle from the first look until they become our big fan .] but we must always remeber that our slice is the most diffecult one to deal with .
So finallly we in Aly Arafa just search by our brand plan to get two main point ,firstly to put our image ans spirit secondly to get trusted in doing that from our customers . and to be sure that we are on the right way we need finally to get a specific graph to show what’s the main stages the our customer must pass by to get our confidence also the key of getting there .
Aware
Influence leverage brand to advocate awareness
Consider
TO drive population establish the brand ALY ARAFA beyond the product as its the key of continuity ( the name)
Search
Search and seek as they have to find a guide expertise to help theme (professional sales crew) perfection must appear in style , uniform , manner and every thing
Like it Buy Satisfied Love it
Big fan
As he feel our spirit throe our difference
Point of price and sale
As he get there by finishing his full buying cycle to complete our identity cycle
As he start to be on my side . Loyalty enable customers to establish voice with the brand
Here he win the race as he reach where we want him to be and we must reward that loyalty . By many ways such of them must satisfy his belong to us
we have to be differant to survive one of our main words in ALY ARAFA
what’s ALY ARAFA does well?
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what the customer wants
our strength
There is many reasons for us to be number one very soon : Firstly, we are unique in our tone and value Secondly ,we working hard of being special Third, is having a different client Fourth , is focusing on details Fifth, that our customers must feel in each moment with our presence and special assignment (mission) and our future focus (vision ) stating to appear in our exterior design to our product design and our favourite drink .
what’s others does well?
Advertising Advertising strategy : As long as advertising is not a day issue , its one of the long term and life style work we need just to put the main title of deals and thoughts now to be modified and alternate under the same hue .
BENEFITS
A+- ,B+ SLICE OF THE EGYPT ION AND INTERNATIONAL POPULATION OUR MAIN CUSTOMER S FROM WOMEN (21-50)
DESIRED RESPONSE
A high quality, luxury ,spiritual feminine furniture , with fashionable values and special tone as we believe that ALY ARAFA is a spirit design
REASON TO BELIEVE Here thee answer of why they must believe us , as we all as a crew and workers also managers believe in our difference and originality not only in the Egyptian market but all over the world
BRANDING STRATEGY That’s here we can say what’s we want the advertising and branding to do to us , as we believe in our vales we want the advertising among the next years just to transfer the main image of luxury and hospitality to all our visitors and our social population slice.
Throw our advertising campaign and identity creative items also showroom interior and exterior design added to the hospitality touch in their visits
TARGET
The desired response is what we waiting for from our people to feel do and think ,firstly the thought of being on a different part of the world that appreciate art ,sense and design , secondly about the feeling of luxury and hospitality, thirdly about what to do which separated to two main points , no.1 is advertising us throw population network channels no.2 appreciation and feel the deference which is followed with profit and value
Advertising creative brief: As we believe that we have to talk different points to advertise for throw the years we decide not to put main points for our designers in ALY ARAFA to put on consideration but to put the question that we want each advertising campaign or a creative work we do to answer it according to our main vision and to make the whole final answers supportive to our mission and position .
HERE ALY ARAFA advertising creative questions . • Why are we advertising ? we must here get a time and situation identification • What’s the consumer problem we are addressing ? here we must get a full answer about the add benefit and feed back on the end user of our product which is from one side an ordinary user and from the other is the woman that we decide to talk to in all our advertising and designing campaign . • Who are we talking to ? as may dealing one time with the Egyptian market and other time with the international one . • Consumer insight? the expected feedbacks • What does our consumers think now before and after ? as we must know the range of success for each creative idea we add to our advertising history . • Are we have to tell them benefit ? here we talk about if that creative item is direct like international exposition campaigns or indirect like making our own cup and music and having our own choice in the are refresher we use . • Why should they be live us ? here the critical point of being honest in each item as we in ALYARAFA believe that each line in our advertising items is a double weaponed item as we put in our first importance our image and confidence. • Is that step follow our brand positioning statement ? as each item must follow our main old and next theme , which means that we work under a high trend not a young changeable one. • Is it follow our tone and manner ? and if it not we must have trusted and rational reason . • Identifying the media options we use in each advertising item.
Creative brief: While the brand strategy drive the advertising brief which drive our main creative brief and that flows through all of other briefs 75 % to 90% of our brief should be consistent that means we must have a certain known channels of advertising or a certain point we stress on some of it each time we expose a point for our population. here our ALY ARAFA advertising creative media. cars
exterior
show room brief
interior
expo smile taste hear
sales in store
look manner
Media brief
website
electronic
social media
promotional surroundings advertising
printed
identity packaging
PR brief Events brief
in showroom expositions
photography scheduling
printed
workers
look
digital
manner
parallel identity
packaging identity
delivery maintenance