strategy & brand identity development capabilities...

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Strategy & BrandIdentity Development

Capabilities Presentation:

Branding Velocity Brandocity: the art and science of accelerating your business

accelerating business©2015 Brandocity of Intellectual property and creative. Copyright and reserved rights released to client upon full payment for work developed.


Brandocity: a different kind of strategic and creative resource.

We believe that the only good creative is the kind that strategically drives our client’s business. Brandocity embraces a holistic approach that encompasses all aspects of the marketing mix. By having a deep and far-reaching understanding of business, Brandocity is able to develop solutions that are real, engaging and impactful. Our ideas are brand-focused, strategically grounded and aligned with executionable realities. We design, develop and produce engaging marketing, promotional and brand identity programs that get real results and take your business to a whole new level of success.

The marketplace has changed.

In a world of dwindling budgets and a marketplace that demands real results, ‘business as usual’ doesn’t work anymore. As mainstream agencies continue with the old ways of doing things, new ideas are needed… ones that will merge strategic based thinking with refined creative. Brandocity is dedicated to partnering with you to make your marketing dollar go further for real bottom line results.

The Brandocity Philosophy.

At Brandocity we believe the brand comes first. Before advertising is created, websites are developed or packaging is designed a brand must be defined and its identity captured. The Brandocity process ensures that your company’s message and your brand's essence are always forefront in your consumer’s mind.

“Having over 25 years of executive-level advertising and marketing experience, I've worked

with creative talent from Coast to Coast and Brandocity is one of the best.”Stephanie M. Vorhoff, PresidentVorhoff Marketing and Management Solutions, LLC

“My experience with Brandocity has proven them to be a consistent performer with an

amazing ability to develop targeted strategy, strong creative concepts and delivery

through final execution.”Robert Fucinato, Director of Branding & Global MarketingMerck Pharmaceuticals, Inc. a division of Merck & Company, Inc.

“Brandocity’s approach to brand building and overall creativity was dramatically different.

They intuitively understood our overall business vision for each of our project initiatives

always going above and beyond on every project.”Jim Massie, Vice PresidentPrime Live Media, LLC


“Without reservation I recommend Brandocity. They will be a tremendous asset for any

company looking for strong branding and or marketing solutions that are strategically

supported.”Michael Nance, Director of Brand and Marketing DevelopmentConsortium Companies

“In addition to Brandocity’s creativity and artistic expertise, I have come to admire their

willingness to “go the extra mile” especially with regards to their attention to detail,

adherence to meeting deadlines, and willingness to talk through differences of opinion

on our branding and marketing initiatives.”Shirley Gaede Speaks, Director of DevelopmentCincinnati Housing Partners Inc.

“Brandocity’s extensive creativity and marketing experience in the financial business

category allows us the most professional look for our bank and the turnaround is always

timely and professional while also being cost effective.”Kathleen A. Gronefeld, Operations Officer, Advertising & Marketing ManagerFoundation Bank



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Brand-Centric Marketing Map

Define

Character, essenceand attributes to express the look/tone/feel

of a brand.

Tactical applicationsto drive brand

message, advocacyand stewardship.

Strategic researchand understanding

to establish brand’s foundational

framework.

Learn

Clarity

Discovery

Identity

Creation

Connectivity

Consistency

Mark Mattimore: Chief Strategy Officer

With over 25 years of experience as a marketing executive and thought leader, Mark is an expert in the development of global brands and strategic innovation platforms. He has deep experience in both consumer and B-to-B marketing with an emphasis on brand identity development, communication strategy, NPD and the management of holistic 360˚ marketing programs. As Chief Strategy Officer Mark is a leading expert in the areas of concept development, research strategy and insight modeling.

Burns M. Brady: Chief Creative Officer

With a solid foundation in graphic design and brand identity development, Burns brings unique insight and a diversified background to every project he works on. As Chief Creative Officer his 25+ years of experience in advertising, packaging and corporate design strategies help him bring marketing and branding programs to life. Burns is a strategically-grounded creative with a world-class design sensibility who excels in the development of cutting-edge solutions to even the most daunting marketing challenges.


Strategy and Research• Competitive Audits • Consumer Research • Insight Modeling • Innovation & NPD Strategy • Path-to-Purchase Analysis • Concept Development • Need State Mapping • Content Strategy

Branding• Positioning Strategy & Analysis • Brand Architecture & Development • Naming & Nomenclature Strategy

Creative• Promotional Materials & Sales Collateral • Advertising • Package Design (graphic and structural) • Point-of-Sales Strategy & Development • Video Development & Production

Digital• Digital Marketing Programs • Social Media Strategy & Implementation • E-Commerce Solutions • In-Bound Marketing Strategy & Tactics

Media and PR• Public Relations • Media Planning & Buying (on-line and off-line)


Client Case Studies:

Carthage Civic League - The Carthage Community

Carthage is a residential and business community located in Cincinnati, Ohio. Carthage was founded in 1861 and became part of the city of Cincinnati in 1911. This area was first settled in 1791 when Capt. Jacob White, from Brownsville, Pennsylvania founded White's Station in the extreme southeastern section of Hamilton County. For the past several years Carthage has best been know for hosting the agricultural based Hamilton County Fair. Recently Carthage has become home to the growing Hispanic community for both business and residential development. Objectives:

• Develop new brand identity that showcases all the benefits of the long established Carthage Community. Such benefits as; affordable housing, central location, green space and strong neighborhood spirit of connectivity.

Results:

• Consistent implementation of the new brand identity across multiple marketing platforms has positioned the Carthage Community as an aspiring neighborhood for strong residential and new business growth compared to other Cincinnati communities.


Carthage is steeped in over a century of history. Through that time the community and the people in it have built a powerful story of success, diversity and determination. Below is our retelling of this “story” in a way that highlights some of the key aspects of the brand.

The Carthage Story:

The Carthage Community is founded on the spirit of people and the ideals of the land itself. Established as the agricultural heart of Hamilton County in 1853, Carthage was founded on the traditions of family, hard work and an entrepreneurial vision. With a rich history of industrial development, the community has always cultivated a strong business culture that has fostered an atmosphere of independence and growth. Carthage continues to learn from this past to continuously develop an environment where the entrepreneurial spirit can thrive and industry can achieve great things.

Carthage has always been a neighborhood that embraces both growth and change. It is a self-supporting community grounded in its past and striving toward tomorrow. It has become a neighborhood and a community that’s embracing cultural diversity with its growing Hispanic and African American populations. With a surprising and abundant amount of green space tucked into its urban setting, it is a community that offers all the features of a place you want to call home.

Incorporating the traditions of a religious and secular life as well as a strong business community, Carthage has been the place to raise a family and build a life for over 150 years. With a quaint sense of residential charm, Carthage continues to draw businesses, families and forward thinkers.

Carthage Heritage Story


Client:Carthage Civic League/ The Carthage Community

Project Description:Concept image board for The Carthage Community brand heritage story.

Image boards were utilized for brand development.

(Discover Carthage 1)



Project Description:Concept image board for The Carthage Community brand character, essence and attributes.



Every brand has unique elements that define it and make it special. The content on the next two pages are verbal tools that will help you create engaging marketing that is rooted in the brand identity. These tools are not meant for external use, rather they are to be used as touchstones when creating marketing collateral for the Carthage brand. For every element of a marketing program, ask yourself “does this reflect the core values and attributes of the Character Statement, Essence and Attributes”?

Brand Character Statement:Carthage is a community with a dynamic spirit, dedicated to the art of living and driven to build itself anew in an atmosphere grounded in yesterdays treasures, striving for tomorrow’s goals.

Brand Essence:• Heritage • Comfort • Family • Culture • Diversity • Growth

Brand Attributes:• The community’s cultural diversity • A strong sense of pride • The heritage of a classic, historic neighborhood • Comfortable, family atmosphere• Strong business potential

Carthage Brand Character Statement, Brand Essence Words And Brand Attributes



Project Description:Concept image board for The Carthage Community miscellaneous brand marks and positioning statements.



The brand marks showcased below accompanied the previous brand positioning information after the initial

meeting with the client. These brand marks were the chosen marks to possibly move forward after the initial

client presentation.

Initial Brand Mark Presentation



Project Description:Concept image board for The Carthage Community brand visual style.





Project Description:Final primary brand mark and positioning statement.

(Discover Carthage)

Full color logo application with positioning statement

Two color logo applicationMinimum logo size 2” width

Primary Color Pallet : Secondary Color Pallet :



Project Description:Brand identity style guide, CD of branding elements and primary brand mark with positioning statement.

Both the style guide and CD were utilized for development of all branding and marketing materials.



Project Description:Branded corporate identity package.

• Letterhead

• Standard Business Envelope

• Business Card, Two-Sided



Project Description:Branded T-shirts to help increase community awareness and build community connectivity.



Project Description:Environmental graphics and signage for The Carthage Community.



Project Description:Community website for current neigborhood information.

The website alsoshowcases The Carthage Community to potential home owners and businesses.


Photo I.D. Systems & Supplies, Inc.

Photo I.D. Systems & Supplies, Inc. was established in 1987 by a single female business owner who saw an opportunity in the photo identification security business category. She honed her expertise in the security business category working for a business that provided Polaroid security identification systems for their clients. Her passion and goals when she established Photo I.D. Systems & Supplies, Inc. was to be a personal, trusted go-to resource for her clients, helping them meet their on going identification security challenges. From printers and software to supplies and support she wanted to help her clients business’s build photo Identification programs that met all their needs.

In recent years there have been many new business challenges one of them being the growing on-line resources for clients photo identification security needs she needed to combat. Objectives:

• Develop a new brand identity that showcases all the benefits Photo I.D. Systems & Supplies, Inc. has to offer to its current and potential clients.

Results:

• Consistent implementation of the new brand identity across multiple marketing platforms has positioned Photo I.D. Systems & Supplies, Inc. to be the single source for all of their current and potential clients photo identification security needs.

• New brand identity has increased company sales by 40% over a two year time period.

• Company was acquired by IdentiSys Inc. in 2014 as a direct result of the newly developed brand identity and increased company sales both from new and established client base.



Client:Photo I.D. Systems & Supplies, Inc.

Project Description:Concept image board for Photo I.D. Systems & Supplies, Inc. brand story.


(Personal IDentification Security Advisor 1)

Your Personal IDentification Security Advisor.Photo ID is an integral member of your identification security team. As a

personal, trusted advisor, we are your go-to source for expertise in filling the

gaps in your identification security systems. We help meet your ongoing

challenges that identification security equipment present and work closely with

you to make your identification security systems safe, secure and connected.

We do this by staying connected through knowledge, tools, expertise and

service. In turn we connect you to an entire world of identification security

products that meet your current and future needs.

Brand Character Statement:The Brand Character Statement is the “personality” of the brand. It is a sentence or simple paragraph that summarizes the brand as a personality and highlights its emotional benefits.

Photo I.D. Systems & Supplies, Inc. is an innovative, professional female colleague who partners with you to provide

commonsense solutions to all your business’s security and I.D. needs while constantly exuding loyalty, intelligences,

knowledge and truth.

Brand Essence :The Brand Essence is a short list of several keywords that summarize the brand’s values, core equities and essential humanity.

• Friendly • Knowledgeable • Insightful • Enjoyable • Flexible • Accommodating • Loyal • Committed • Complete

Brand Attributes:The Brand Attributes are a list of key characteristics that the company and/or brand represent, its primary qualities and components that make up its central business ethos.

• A Female founded, owned and managed business since 1987.

• A business with knowledge and insight that exceeds its competitors in the business category.

• A business committed to an exceptional and positive customer service experience.

• A business that offers its customers environmentally friendly products.

• A business committed to the products they provide for their customers.

• A long-term business partner in your professional security and I.D. team.



Project Description:Concept image board for Photo I.D. Systems & Supplies, Inc. brand character, essence and attributes.





Project Description:Concept image board for Photo I.D. Systems & Supplies, Inc. miscellaneous brand marks.



Initial Brand Mark Presentation:The brand marks showcased below accompanied the previous brand positioning information after the initial meeting with the client. These brand marks were the chosen marks to possibly move forward after the initial client presentation.



Project Description:Concept image board for Photo I.D. Systems & Supplies, Inc. brand visual style.





Project Description:Final primary brand mark& positioning statement.

(Personal IDentification Security Advisor)

PMS 131PMS 259



Project Description:Corporate brand identity style guide & CD of branding elements.

The style guide was utilized for development of all branding and marketing materials.



Project Description:In-pack & direct mail capabilities brochure.

This printed collateral informed current & potential clients of the wide range of security products offered by the company.



Project Description:Custom client product catalog wrap for third party product catalog.



Project Description:Email marketing template to current and potential vendors showcasing the launch of the new brand identity and corporate website.



Project Description:Email marketing template to current and potential clients showcasing the launch of the new brand identity and corporate website.



Project Description:On-line Social Media utilized for targeted in-bound marketing.



Project Description:Corporate informational website showcasing the newly developed brand identity.

www.photoidsystems.net


Cheviot Savings Bank

Cheviot Building and Loan was a prominent west side financial institution established at the early turn of the century. In recent years financial institutions have been forced to change and grow because of demands from their customers. To stay competitive and grow in this new market place Cheviot Building and Loan needed to update their brand identity and brand offerings. The challenge that faced them was to show they could grow and compete in this new market place without loosing the neighborhood bank feel that had made them so successful. Objectives:

• Introduce the new Cheviot Savings Bank brand identity to all potential new customers.

• Reassure established customers that the new Cheviot Savings Bank was based on the original values that had made the financial institution such a great partner.

• Introduce the new Cheviot Savings Bank to potential new customers and secure their confidence that they could be their primary financial resource.

• Create a fully integrated, strategically based brand identity that could be applied to multiple marketing

Results:

• A strong initial public offering which generated substantial revenue for bank growth.

• Opened several new branches over a prolonged period of time, establishing a secure bank presence in markets which had been unsuccessful in the past.



Client:Cheviot Savings Bank

Project Description:Concept image board for Cheviot’s brand heritage story.

Image board was utilized for brand development.

The Cheviot Story

Some traditions never die. And at Cheviot Savings Bank the tradition of neighbors helping neighbors is still with us today.

The turn of the century was a time of expansion in Cincinnati. The city was flush with immigrants looking to build their lives anew in this land of promise. In fact, an entire economy was created to serve this new population. In tavern rooms and general stores money was lent, deals were made and a city was built. And there to help them were a group of West Side men with a dream of their own. They came together to form the Cheviot Building & Loan Corporation, dedicated to the personal lending of small loans for families to buy a house or build a business.

These visionaries brought old-world experience from the old country to the new. And this sense of traditional business values is reflected in the origin of our name. Derived from the Celtic word "Cheviot", it refers to the Cheviot Hills of the Scottish highlands. We strive to represent the stability of these hills and it was this model that Cheviot Building & Loan used as its foundation.

It is these old-world values that guided us to become Cheviot Savings Bank. We operate our business on the hallmark of personal attention and forward-thinking enterprise that our founders started with over 90 years ago. It is these values that have helped us serve Cincinnati communities from one generation to the next.



Project Description:Concept image board for Cheviot’s brand character and essence.

Image board was utilized for brand development.

Brand Character Statement

Cheviot Savings Bank is a strong, competitive financial leader, serving generations of the Cincinnati community with innovative ideas and progressive thinking tempered by traditional business values.

Brand Essence

Listed below are words which can quickly summarize the essence and core beliefs of the brand equity which is being built for Cheviot Savings Bank. Also listed are recommendations for new position statements which will support this new equity development.

• Leader • Innovative • Traditional • Community • Generations

Brand Attributes

• Trusted For Generations.

• Building Dreams For Every Generation.

• Proven. Trusted. Generations Of Excellence.

• Today's Bank, Built on Yesterdays Success.



Project Description:Concept image board for Cheviot’s primary brand mark design concepts.

Image board was utilized for brand redevelopment.

Initial Brand Marks Presentation

The brand marks showcased below accompanied the previous brand positioning information after the initial meeting with the client. These brand marks were the chosen marks to possibly move forward after the initial client presentation.



Project Description:Final primary brand mark and positioning statement.

PMS 712 PMS whitePMS 309PMS 625

Primary Branding Colors:

Secondary Branding Colors:



Project Description:Bank branch signage showcasing new brand identity.



Project Description:Bank corporate identity package, showcasing new brand identity.

• Letterhead.


• Business Cards, Two Sided



Project Description:Bank In-branch brochures, sharing customer services and showcasing new brand identity.



Project Description:Bank’s customer print advertising, showcasing new brand identity.



Project Description:Bank’s customer on-line website, showcasing new brand identity.


The Brookwood Group/Schauer Battery Chargers

The Brookwood Group is the North American distributor of Schauer Battery Chargers, located in the Cincinnati area servicing global markets. As part of it’s partnership with the Schauer brand, The Brookwood Group consolidated the merger of several companies in the battery charger, transformer, power supply and electronics business sector. Over the years the company has committed itself to being innovators in the battery charger market. The company's roots go back over 100 years, with 2007 marking the company’s 100 year anniversary. The need arose to refresh their consumer products brand identity, motivated by the re-development of a product line of consumer focused automatic battery chargers. Objectives:

• Develop a new brand identity for their recently re-developed line of automatic battery chargers, Charge Master.

• Implement this new brand identity introducing Charge Master to new and established customers through packaging and other miscellaneous marketing initiatives.

Results:

• The branded consumer packaging developed exceeded initial sales goals from 2008 to 2012.

• The new brand identity was so well received it has become the base for implementation of all company marketing materials moving forward (packaging, print collateral, on-line etc.).



Client:The Brookwood Group(Charge Master Brand)

Project Description:Initial brand marks for the automatic battery charger product line, Charge Master.

Automatic Battery Charger



Project Description:Initial packaging concepts for the automatic battery charger product line, Charge Master.



Project Description:Final packaging design for the four SKU’s of the automatic battery charger product line, Charge Master.


Client:The Brookwood Group(Schauer Brand)

Project Description:Corporate identity package utilizing newly established brand identity.

• Letterhead


• Business Card, Two-Sided



Project Description:Full-line product catalog utilizing newly established brand identity.



Project Description:Corporate 8’ by 10’ event and trade show display.



Project Description:Corporate informational website utilizing newly established brand identity.

www.battery-chargers.com

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