Project Overview Brand for BuildMyBrief Contents Timeline. Branding Project Context Product and Market Brand Message Brand Creation Additional Details

Transcription

1 Project Overview Brand for BuildMyBrief Contents Timeline Our company name is Xpertise and our first online service, is called BuildMyBrief (BMB). BMB can be used collaboratively by clients and service providers to build project briefs. Branding Project Context Product and Market Brand Message Brand Creation Additional Details Sample Project Brief Queries By: 27 Mar 2012 Quotes By: 29 Mar 2012 Desired Start: 05 Apr 2012 Desired Finish: 12 Apr 2012 Client Profile Contact: Job title: Company: Patricia O'Sullivan Founder and CEO White Pier Technology Ltd T/A Xpertise Raheen House Raheen Park Bray Wicklow Ireland Industry: Internet & E-Commerce Established: 2009 Operating: Early Start-up Org. Size: < 10 employees Org. Type: Limited Co. Tel: Web: Products: BuildMyBrief is a collaborative online tool that helps service providers build a comprehensive briefing document with the client. Providers and clients can collaborate online to capture all angles of the project, uncover hidden complexity, and engage better. BuildMyBrief does this is two stages (1) quick mode which captures minimal details - just enough to provide and indicative quotation, and (2) detailed mode which captures all the supporting information required for implementation / delivery and helps surface any potential issues early before they lead to spiraling costs. Customers: Today BuildMyBrief offers templates for the web development, internet and traditional marketing and book publishing professions. Templates for other professions are planned for future releases. Project Context Project Rationale 1. Main objective / outcome of this project? We wish to have a strong brand that stands out from other online business services. Our business hallmarks are Trust and Quality and we are trying to achieve this without introducing the colour blue like so many brands - we also want to be funky and friendly - above all we want to stand out and be unique. We want a brand that screams online savvy, dynamic, slick, current but also trustworthy and dependable. 2. Challenge / opportunity that gave rise to this project? We are a start-up and are undergoing a soft launch with our first channel partner on the evening of 18th April We need to have a strong brand. Page 1/5

2 3. Project success criteria? When people remember our logo/favicon and know what we do the the project will have been a success. Already people remember the name having heard it once and for some strange reason they also remember our temporary colour which was a rich golden yellow (pantone 123). They say they remember it precisely because it is different. Project Resources 4. Budget for project? Will be approved after quotation Sample Project Brief 5. Subcontractors allowed? - for any part of the project. Project Results 6. Project documentation requirements? No Project Time Line 7. Firm deadline for project delivery? 7 a) Date and reason? Before end of March to allow building of a website. Product and Market Target Audience 8. Primary target audience? Our primary target audience is service providers in any business service industry. The user is a decision maker. They are often unhappy with their client engagements/projects and would be more successful by using our products. Product / Service Overview 9. Business problems being solved? Efficiency issues Profitability issues 10. Unique value proposition / key benefits? BuildMyBrief enables service providers and their clients to build project briefs online quickly and easily. It leads to: - better project results, faster and cheaper - long-term rewarding relationships. - more successful and profitable business Page 2/5

3 11. Key product messages? - Capture requirements quickly - Uncover potential problems early - Never miss a vital, and potentially costly, detail - Collaborate to create your brief - Makes you look professional and builds trust - Uses best best-practice briefing templates 12. Proof of credibility? Market Overview 13. Competitors? Indirect competition comes from static templates on Microsoft Office Template Gallery, Ad Cracker or other template providers and from various authors of guidelines to building a client brief. 14. Competitive advantages? Our service can be used for any brief, it is collaborative, dynamic, customisable and produces a formatted and structured document (project brief) but the most important thing is that we provide hints, help, sample answers, etc. in an attempt to educate the client to the concepts and vocabulary of the provider to improve the client's understanding, ability to input and to ensure their expectations and more concrete and reasonable. 15. Competitive disadvantages? Brand Message Brand Name 16. Brand name requirements? We have a brand name and we'd like to keep it. 16 a) Brand name? Build My Brief 17. Brand promise? No 18. Desired brand personality? Innovative, Creative, Flexible, Agile, Cool but above all -> Trustworthy, Knowledgable, Experienced, Friendly, 19. Upload logo? Yes, attached below BuildMyBrief Logo.png Page 3/5

4 Brand Creation Logo Details 20. Corporate logo to be created / changed? We would like our existing logo to be refreshed / replaced. 20 a) Reason for refreshing / changing? It was only temporary and produced in-house - it is not vector graphics and not particularly memorable. 21. Tagline? 21 a) Your tagline? right from the start 21 b) Tagline in the logo? 22. Applications for your logo? Website Business cards Signage Stationery T-shirts Other: Everything a normal company would need for promotion 23. Icons or images in the logo? No particular requirements. We would prefer that the logo is the name. Style Preferences 24. Colour preferences? The "New Media Entrepreneurship Conference" logo has fantastic colours - fresh vibrant funky lime green, joyful comforting fuschia and a rich golden sunshine yellow. That said, the colour palette used must not be too complex and should be capable of being incorporated throughout the company website. It should be professional and business like but also creative, strong, warm and approachable and we have a preference for warm, vibrant tones rather than cold blues but are willing to be guided on this. The logo will primarily be used on a white background but should be capable of being easily adapted to work on a shaded or dark background if required. 25. Appealing logos? Again the "New Media Entrepreneurship Conference" logo is good because it is different but we are not sure the flowing ribbon effect works for us. Additional Details 26. Any additional documents? Page 4/5

5 27. Final comments? You can visit to better understand our service offering. The logo produced should be capable of being scaled and adapted for use both online and on printed material. We need to build a brand that is fresh, accessible and modern whilst conveying the sense that this is a trusted professional website for businesses. We do not want to be seen as a big corporate and would like to keep the look and feel accessible and approachable and show that we have a personality. This document may contain confidential or legally privileged information that is for the intended recipient only. While every reasonable precaution has been taken in the preparation of this document, neither the author nor Xpertise assumes responsibility for errors or omissions, or for damages resulting from the use of the information contained herein. This is a sample project brief. We have many other brief templates available or you can have your own customised brief templates if desired. Page 5/5