1Analysis Summary - Brand Perception
A - Target Audience :
> Typical consumer definition (Define a first hypothesis that serves as a guide for design choices) :
Amateur sailor couple.
50-60 years old "babyboomer".
Active - medium-high sociocultural group (manager, professional, entrepreneurs, retired).
Owner-investor - has a real estate - think of the future - responsible (doesn't blow).
Ready to spend money , they are attracted by exclusive products that provide a full permanent service (anticipated needs - pro-active).
They choose a security system to live serenely their passion for sailing and protect their property.
Their quality of life is linked to moments that gather their family and friends.
Contact with nature - Enjoy the great outdoors - Recreation - Think about something else - Moments of relaxation - Evasion
> The perception of competing brands (brand positioning so differentiating / visual mapping) :
> Sector perceptions (seize the latent opportunities in the sector) :
Recreation Development + democratization of boating practices.
Growth of sailing.
France, a leading sector builders.
Continuing increase in exports (french ports saturation).
B - Megatrend :
> Tune the brand perception on the underlying trends
Notion of permanently accessible service.
Global / local.
Protect their property.
Well-being, leisure and pleasure.
C - Company potential :
> Assess the ability of the company to support the positioning, as well in terms of technology as in cultural terms
Longstanding presence in the security sector (Systeco group- Saltys).
Network of installer certified partners (nearby).
Partnership with the group Sécuritas.
Passion for yachting.
D - Brand Perception :
«ProtectBoat is a premium security service which offers to a family clientele of passionate amateur sailors, a full serenity in their pleasure practice of boating, assuring them a permanent link with their world at sea and on land»
E - Breaking down the brand perception following its basic elements :
> In order to provide a guide for the construction of the brand perception , the Perceptioning breaks down the brand perception into three basic elements.
F - Variation of the brand perception in the brand expressions :
Functional characteristics of the product / service :
> To induce the most adequate perception by the characteristics of the product / service, we use as a guide the three basic elements of the brand perception.
The first part of research is carried out using sketches, to scan quickly a large number of style.
33 tracks selection + 4Deepening
After a first numerical formalization that allows refocusing research, we choose some tracks to deepen.
5Final track selection
The final track features the chosen company slogan "Keep in touch".
6Colors and styles deepening
The last research focuses on the range of colors corresponding to the Protect Boat universe.
The company logo in its color version.
It was also entrusted to me to develop their website visual identity.
Version of the company logo on paper media such as the letterhead and the business card.
Developing a flyer for partners, resellers, fairs trade.
Layout of the technical catalog via product sheets.
Flags for marinas or places of sale.