PROJECT: BRAND IDENT ITY

B A S E D O N M AT C H S T I C ’ S B U I L D I N G B R A N D S O F S U B S T A N C E A R T I C L E

What is a brand?AND WHY IS IT IMPORTANT?

A brand is a reputation, driven by a collection of perceptions, emotions and experiences. It’s an honest moment and gut feeling in the mind of the

consumer about your organization, product or service.

DEFINITION

Too often there is a disconnect between brand owners and their consumers—between the truth of how a brand

is known and the message they promote. In today’s information age, people are notoriously skeptical (and

rightfully so) of brands and require proof over promises. It becomes about demonstration over declaration.

Authenticity over announcement.

BRAND OWNERS + THEIR CONSUMERS

To rise above shallow tactics, you need to

unleash the power of an authentic and true

brand identity. A compelling story the entire

organization can deliver on and draw

customers in.

Achieving an attractive reputation isn’t easy.

A brand must be rigorously disciplined and

thoughtful in designing every touchpoint,

communication and experience along

the way.

The first step in that journey is understand-

ing the current reality of your reputation

inside and outside of your walls. With that

knowledge in hand, the second step is then

dreaming and defining what it could be.

The answer is depth.

Layers. Substance.

Four Questions(TO DEFINE YOUR BRAND IDENTITY)

1.what is our core conviction?Deep passion that drives all stakeholders forward around a common purpose beyond just profitability. This heartfelt fuel should be a key element in elevating our brand story.

2.who is our audience and how do we truly add value?

Beyond features and widgets, a brand’s identity needs to resonate on a deep emotional level with its audience. Understanding and connecting with your customer is key to driving loyalty and affinity.

3.what is our key difference?Sometimes it’s not about being better, it’s about being different. Carving out a defendable and distinct position and personality is the bedrock of a strong brand identity.

4. how do we prove it?A commitment is required to ensure all brand interactions deliver on the vision and, ultimately, the customer feels the difference. If branding stops short with just a logo, then most efforts are simply vanity.

Brands that clearly answer and express these four questions develop depth—a substance that moves

beyond a single product or message and lives in the hearts and minds of the consumer.

In Summary:

Our turn!(LET’S ANSWER FOR OURSELVES)

What is our core conviction?

Who is our audience and how do we truly add value?

What is our key difference?

How do we truly add value?

1.

2.

3.

4.

1. What is our core conviction?

• Redeeming the narrative of “millennial”• Contributing to the community• Everybody wins• Loving people through our apparel• Working out of our God-given strengths and abilities• Authentic relationships• Shirts are the platform, love is the message• Millennial is a person, not just a business• Giving the name a new reputation• People feeling valued through the value of our shirts• Brand with a heart

2. Who is our audience and how do we truly add value?

• 24-36 year olds and a bit above and below (and for those you buy for). Or those you dress everyday.

• We want everybody to win from start to finish• Great quality apparel for a great value• Fit, feel, fashion• We want to be your favorite tee• Confident and comfortable• Going to great lengths to wear your favorite shirts• We’re your first choice• “Wear me in / wear me out”

3. What is our key difference?• Always on the upside of clothing, quality, style,

personality, identity, afordability• Community-driven• Grassroots• “Feeling good in your own skin”• We’re speaking to a generation and calling them

to excellence

4. How do we prove it?• The quality in our shirts and designs• Our packaging• Social media presence• How we fulfill the community-driven portion• Loving people well• Win/win mentality• Who we partner with / how + why they promote us• Overall experience• Consistency• We’re here for the long-hall• Our purpose isn’t to impress anyone but to empower everyone• No facade personally or corporately• Remain in the good ole days / humility• We’re all in process / you have a friend through the journey• Producing through go-ex (community-driven)

Target Audience(WHO WE TALKIN’ TO?)

When it comes to advertising your business, it’s imperative

that you know who your “target audience” is, and how to

reach them. While it’s important to reach as many people

as possible, and it often seems like focusing only on certain

segments of the population is limiting, you need to be

“direct.” Directly reaching those interested in your product

or service will ultimately put more money in your pocket.

Therefore, before you decide what your message is, and how

to deliver it, you need to understand your target audience.

What Is Your ‘Target Audience’ in Marketing?https://www.thebalancesmb.com/what-is-a-target-audience-2295567

LESS IS MORE

Although with apparel and sports the market can be broad, for the most part, Nike primarily targets consumers who are between the ages of 15-40. The company caters to both men and women athletes equally, and is placing an increasing focus on tweens and teens to build long-term brand loyalty.

The target customers of H&M belong to the group of fashionable and trendy consumers who see shopping as a social activity provide pleasurein their daily life, who wants to follow the trends without investing a lot of money.

With its core target group of middle-class women between the ages of 16 and 34, Macy’s quality products at reasonable prices attract a clientele of largely busy people – either engaged at work or out enjoying the social scenes with friends.

Customer Profiles(KINDLY STEREOTYPING OUR GENERATION)

Adam + Ashleyleader / classic / traditional / outgoing /

driven / loyal / social

Traditional & Classy

NOT AFRAID TO THROW SOME “PREP” IN THEIR STEP // PROFESSIONAL // WEEKEND

ADVENTURERS // CAUSE-DRIVEN // SUCCESSFUL // SOCIAL MEDIA PRESENCE // HOSTS

PARTIES AND HANGOUTS // HAS A KEURIG // MOST LIKELY STUDIED PR, MARKETING OR

BUSINESS MANAGEMENT // WORKS IN SALES, EVENTS AND OTHER RELATIONAL ROLES //

PROBABLY RIDES A BIRD TO WORK //

(ESPEC IALLY WHEN BRAND DOESN’T D ISAPPO INT )

Brooke + Brandon

MORE COMFORT-DRIVEN, BUT APPRECIATES FASHION // WILL JUMP ON A TREND ONCE

THEY’VE SEEN IT PLAY OUT LONG ENOUGH // FOLLOWS INSTAGRAM MOMS // BRANDON

DOESN’T SHOP FOR HIMSELF BUT HAS BROOKE DO IT // FACEBOOK OVER INSTAGRAM //

HOMEBODIES // PROBABLY LIKES A TRI-BLEND // GOT MARRIED BEFORE PINTEREST WAS

A THING // COMFY AT NIGHT & ON THE WEEKENDS // DOESN’T HAVE MUCH TIME TO SHOP

Loyal + True (ESPEC IALLY WHEN I T ’S COMFY , CUTE AND COST-EFFECT I VE)

simple / strong character / comfort /family-oriented / deep rooted

Milo + Millie

TRENDY // NOT AFRAID TO MAKE A STATEMENT // SOCIAL MEDIA PRESENCE LIKELY //

SOMEWHAT EMO // EARLY ADAPTERS // COFFEE SHOP BY DAY, BREWERY BY NIGHT //

PROBABLY HAS A SCRUNCHIE OR TWO // USES A NON-TRADITIONAL METHOD OF

BREWING COFFEE // MAY HAVE A SET OF BAMBOO CUTLERY IN THEIR BAG //

MAY HAVE 1 OR MORE VISIBLE TATTOOS

Cool to be cool / cool for a cause(ESPEC IALLY WHEN I T ’S CUTT ING EDGE , COMMUN ITY-DR I VEN + CULTURALLY RELEVANT)

hipster / urban / trendy / moody /edgy / cause-minded

Fun Millennial Facts( IF YOU KNOW, YOU KNOW)

That’s all for now!(THANKS FOR HANGING IN THERE)