3. it’s all about perception
“Branding is about signals–the
signals people use to determine
what you stand for as a brand.
Signals create associations.”
–allen adamson
˟branding signals.
6. brand strategy
a) The Brand Idea.
+ what do we stand for?
b) The Brand Personality.
+ what is the attitude we want to project?
c) The Creative Brief.
+ what strategy did we discover?
˟branding strategy.
7. what are we selling
Our brand provides...
database
professional development
communication
quality assessment & improvement
˟brand products.
8. who are our prospects
Our brand’s users...
individuals
+
+
+
+
+
+
+
+
Administrators
Directors
Providers
Caregivers
Teachers
Trainers/Educators
RBPD Specialists
Aides
organizations
+
+
+
+
+
+
+
+
+
Family Child Care programs
Center-based Child Care programs
Public School-based programs
Summer programs
School-age care & education programs
Head Start programs
Training Sponsors
Child Care Aware agencies
Higher Education Institutions
˟brand audience.
9. target-market profiles
Pam
female
age 37
aide
center-based
training & career
opportunities
Ruth
female
age 56
provider
home-based
parent aware
application &
coaching
Derrick
male
age 33
teacher
after-school
validate data,
securely host
documents
Kate
female
age 24
caregiver
friend/neighbor
training
opportunities,
certification
˟brand clients.
10. what are our goals
Our brand’s objectives...
engaging our audience as partners in their success
offering free & subsidized resources to improve quality
promoting a sustainable, thriving industry-ecosystem
improving the lives of children & youth
verifying professional data, secure documentation
hosting and validation
˟branding strategy.
11. what is our attitude
Our brand values...
care
trust
partnership
education
innovation
excellence
˟branding strategy.
14. brand creative brief
background: the minnesota quality improvement and registry tool is a new
website that supports the early learning and school-age care community.
objective: to debut this new brand by creating a brand strategy, brandname
and brand idea. Then, creating an identity system (including logo, colors and
tagline).
target audience: individuals and organizations in the early learning and schoolage care community. Predominately women, ages 20 to 65, with varying levels
of education.
message: this brand is the ultimate multi-tool, supporting the early learning
and school-age care community, offering innovative and user-friendly quality
improvement and professional development tools and resources.
competition: no specific competitors.
distinguishing characteristics: offers a robust array of tools for improvement
and development. free service for a diverse audience. state-wide, public.
˟creative direction.
16. brand experience
1) Verbal Identity.
+ what is its name; descriptor; tagline?
2) Visual Identity.
+ what does it look like? what is its style?
3) Sensory Identity.
+ what & how does it make one feel?
˟creative direction.
17. verbal identity
brand name: Develop
brand idea: Quality at Work.
website: developtoolmn.org
description: Develop offers training and quality
improvement tools to support early
learning & school-age care.
taglines: Imagine, innovate...but always improve.;
Dwelling in possibilities.
˟creative direction.
28. Rockwell
Helvetica Neue LT Std Lt
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creative direction print and accent typography
31. Main brand colors: Process Black, Process Cyan and “Tang” (PANTONE 1365 C)
Auxiliary brand colors: “Lush,” Process Yellow, “Paprika,” and “Lilac”
Neutral brand colors (listed left to right, bottom to top)
• Row A: “Denim,” “Carhart” and “Timberland”
• Row B: “Dirt,” “Earth,” “Dust,” and “Sand”
• Row C: Process Black - 90%, 80%, 60%, “Concrete”
creative direction colors