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Kaleidoscope has a process in place for all initiatives, and believes that proper planning pays off.
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Kaleidoscope
will work with your senior team in interactive brainstorming sessions to determine the value proposition and elements that will make up
a new brand or strengthen an existing brand.
We will use your feedback, combined with research, to develop “Brand Identity”. This Brand Identity will be enhanced through the development of the “Brand Character”.
In developing the Brand Identity, the house and supporting brands will be developed using the perspectives of:
- Brand-as-person (often referred to as brand personality)
- Brand-as-organization (the attributes of the association)
- Brand-as-product (product attributes that the brand encompasses)
- Brand-as-image (the logo and supporting
icons)
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Components of the Brand Character are indicated below:
Brand Character
There are a number of elements that, together, create a complete brand.
Kaleidoscope can develop a complete Brand
Character for your organization. components
in Brand Character include:
Master Brand is the corporate identity or “House Brand”. This is the legal name however some companies use a shortened form of their name for convenience. The brand will be developed to reflect
the identity of the organization in both full colour and black and white and communicate the points of
differentiation.
Metaphor is an
image that represents a key benefit or
value proposition of the Company or is a
visual reminder. For example, we
have chosen a kaleidoscope as our
metaphor. Beyond the obvious reason,
the kaleidoscope represents the many
facets of value we bring to our
Clients. The colour represents
innovation, the change of a kaleidoscope
represents the ability to see alternate
strategies and the movement represents
transformation.
Product Brands are the names of
products or solutions that the Company
offers to your customers. Product brands
must be developed within a brand
architecture to ensure consistency.
Colour includes the corporate colours and the secondary palette that helps communicate
your message and brand. We recommend developing a palette that is powerful and
unique so that the visual is a distinct reminder of the
organization.
The secondary colour palette is developed to provide additional points of interest and works as a strong accent to the primary colours.
Messages are key value propositions that are delivered to customers, employees and the media. These messages will reflect the unique positioning statements and benefits that the core programs offer to the key target
markets.
Imagery is the way a company will visually portray itself. This is sometimes referred to as brand personality. The brand as a person could be confident, sophisticated, savvy, creative, innovative, vibrant or provocative. This will also determine if photography or illustration more accurately represents the brand
identity.
Vocabulary and tone indicates how the level and voice of communication should be positioned depending on the target audience. You cannot always assume that your market has English as a first language.
Typography indicates the accepted fonts and styles are used in
your Company’s communications. We will recommend fonts used in the branding in relation to the current standard font. This will include ancillary fonts that are appropriate to the
medium.
Trademarks are the legal names
registered to your Company, products and programs. Disclaimer language will appear to protect trademarks.
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