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Brand Elements
Brand Image
Brand Logo
A four part model is proposed for defining brand image constructed of the four main elements of the memory model consumers will use to build perceptions about the brand (Keller, 2013).
- The pure white, hand cut product in its naked form will serve to empower the purity and natural origin of the brand
The logo was designed to create a synthesis of classical credibility and modern sophistication.
- Consumers will be empowered to participate in a meditative user experience, as the product sooths their bodies and quiets their busy minds.
- Nature will play a primary role in defining the all-natural, untainted brand image desired for Naked Soap.
- Consumers’ will be transported to the ancient city of Chiang Mai, its natural beauty and spiritual heritage.
Soap
Naked
Brand Name
Naked was selected as the adjective descriptor to define the purity of the product. It conveys a sense of delicate fragility and uncontaminated beauty. It considers the pride with which we bare our product to the market, in its pure unrefined form, a gift from our rich Thai heritage to you.
Soap was selected as it conveys a sense of simplicity of manufacture and critically distinguishes our product from other the petrol chemical detergents of our competitors. Soap is not detergent, it is pure and in our case plant derived
CBBE Measurement
A combination of qualitative and quantitative key performance indicators (KPI’s) has been identified to measure CBBE. Primary and secondary data will be collected from various sources including:
• Digital marketing data, website traffic and social media participation.
• Loyalty program acquisitions, retentions and bounce rates.
• Primary customer surveys conducted with random and controlled sample groups.
• Selected third party conducted surveys.
• Though leader editorial and general media buzz.
• Key financials.
• Competitor reactivity.
Typography
Brand Equity Report Synopsis
Imagery
Primary Font
The brand equity report will be a quarterly internal publication used to direct the effective execution and amendment of this manual. It will focus on utilising the data collected from the proposed CBBE measurement KPI’s, and synthesize a concise strategy for maintaining brand identity.
Colours
The imagery strategy is informed by the tangible and intangible linkages described in the CBBE model, and the four-part Brand Image model described in part 3. Featuring images across four key fields.
• Macro botanicals – vivid colour.
• Chiang Mai heritage – grey Scale.
• Rainforest landscapes – vivid greens.
• Perfect Product.
It conveys a sense of warm credibility and gentle sophistication.
Garamond is the emotional voice of the brand.
Secondary Font
A clean and fresh font with nothing to hide, used to communicate key features and tangible product benefits. Calibri is the rational voice of the brand.
Publication
To maintain
Since our product has this lingering clue of “being transported” we would need the aid of as much visuals as possible to portray the richness and elegance of the product.
Social Media
One advantage of photography is that it's visual and can transcend language.
- Lisa Kristine
Choices
Whatever words we utter should be chosen with care for people will hear them and be influenced by them for good or ill.
- Buddha
Segmentation
Demographic
Points of Difference
User Behaviour
Points of Parity