People matters
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PEOPLE MATTERS Understanding the brand as to where we are and where are we heading By Saurabh Deb
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Transcript of People matters
PEOPLE MATTERS
Understanding the brand as to where we are and where are we heading
By Saurabh Deb
MISSION STATEMENTS
• People matters (PM) is essential to anyone working in HR. It’s the only Industry magazine in India.
• PM has a reputation, which reaches way beyond its circulation. It proves good journalism has no borders.
• India’s HR industry is big, unique and domestic, but we cannot ignore the link with the western market. PM educates on the latest in HR trends across the whole region, making it essential for anyone to get an insight.
• PM is informative and delves into real issues. It’s a perfect combination of content, insightfulness and accuracy making it a great product.
When designing experiences for (PM) keep in mind the following:
• Make the purpose of the design understandable within 10 seconds.
• Provide a clear path to action. • Build action-oriented visual language.• Present products in context with time. • Look for opportunities to surprise and
delight the reader. • Allow for the new ideas and provide
interaction for the expert.
DESIGN PRINCIPLES
BRAND PERSONALITY The objective of (PM) Brand Personality is to provide our internal and external teams with a common understanding of design goals as well as a common language and understanding of the boundaries within which the design will take place.
PERSONALITY IS MORE... THAN IT IS...EXPERT Influential Authoritative
Leading edge Know it all DYNAMIC Engaging In your face
Current Always changingRelevant TrendyActive Uncontrolled
ACCESSIBLE Personalized Generic
Reader centric Company centricThoughtful HopefulUnderstandable Technical
MODERN Smart Futuristic
Clean MinimalSimple ElementaryEfficient Streamlined
BRAND IDENTITYThe brand identity is a succinct summary of who we are. It acts as a lens or filter for creating and communicating the (PM) character in everything we do. At the heart of the platform is the Positioning Statement and Answers. Both share the primary goal of describing how (PM) Inspires confidence. It also tells us what high-level benefits our brand delivers. Used consistently, they strengthen the integrity of the (PM) brand and loyalty among our readers.
MARKET SCENARIO
BRAND POSITIONING STATEMENTFrame of Reference: (PM) inspires confidence. Leading people. Building organizationsTarget Audience: For people in HR and the industry. Setting standards and helping form an insight view to what really matters. Point of Difference: One of a kind product, targeted to HR. With its strong content and effective reporting, (PM) is undisputed market leader in this segment.Reasons to Believe: Because of the steady growth in subscription and readership.
BRAND POSITIONING ANSWERSDefining Characteristic: Inspire confidence. People matters in what we do. We are leading people and we help build organizations.Our Approach: how we operate. Provide more than exceptional inside to the HR industry, by our monthly magazine and events.Outcomes: what we deliver. Enabling the reader to understand the industry, the right and wrongs and where it is heading. Also providing a global point of view on the subject. Partnering to expand the knowledge domain into various industries.
EXTERNAL READER EXPRESSIONHuman Resource. Understanding. Do More.HR is the primary reason our readers subscribe to (PM). They read it to understand the market trends. Who is who and the new market opportunities.Core: Expand to new mediaAs the industry keeps expanding, as their markets trends keep changing, as their needs expand, (PM) has the products and support programs to take our readers where they want to be and inspire confidence within. The expression also stands to summarize the potential employ profits by understanding people.
MARKETING TOOLS
Primary: Magazine (Print)Others: Events, website etc.
TODAY
Primary: App/Website (Digital)Others: Events, Magazine etc.
TOMORROW
My Scope of Work• To develop a new visual language for the existing People
matters magazine from start (design project 1) that could be taken forward to the digital format for the web and digital app purpose.
• To design the website (design project 2), keeping in mind the attributes from our print magazine, so as to keep the visual narrative consistent. The reader should feel that the digital format is an extension to our print version.
• To design the app (design project 3) keeping in mind the current trends, the UX & UI. All our three products should look/feel the same.
• The work will be divided into various stages and deadlines will be set to avoid delay. You have to understand the magazine work will happen every month for every edition. Project 2 & 3 will have to be done side by side, till the prototyping stage.
My belief• You cant ask the fish to climb the tree. I like working
with people, who understand their subject and what they want in life. It adds verity to any team. Right team can achieve the impossible.
• Branding is a slow process. Nothing happens over night. We need to be consistent in our actions and efforts. Patience is the key. Rome wasn’t built in a day.
• I am good at what I do, but no one is perfect. I am open to learn and improve. As designers are humans and not machines, so buffer time to think and act is important.
• Time management is very essential. Time stops for no one. If it’s something that is already running out, I hate wasting it. Deadlines are important.
• I don’t commit if I cant fulfill it. • I like to keep my personal and professional life separate.
My family is important to me. • All work and no play makes Jack a dull boy. • We are only limited till we have contemplated the
solution to move on
I am the designer
