Kano Brand Identity

We believe customers always come first — this is why we start by intimately understanding your ideal customer. Our goal is to get inside their mind and develop maps to psychologically analyze their pain points, feelings, goals, desires, personalities, and more.

Together we will research, identify, and analyze the intricacies of the market options available to your ideal customers. Insights will be gathered about value propositions, brand names, messaging, logos, visual styles, pricing, website experiences, packaging, customer reviews, social media styles, and advertising campaigns, content, and other applicable brand activations. We will utilize this analysis of our market landscape to discover positioning opportunities.

Collaboratively we will discover opportunities to position your product within the market landscape. We will discuss key differentiators and the story that we want to tell. We may develop relevant positioning maps to visually articulate our brand position.

A brand purpose is an internal positioning statement that defines key beliefs, differentiators, value propositions, and the narrative our brand will communicate.

Our objective is to personify the product. As if the products/services were human, we will define relevant personality traits that define the magic that brings your brand to life.

We will define the verbal communication style that the brand presents. Various copywriting styles will be considered and adjectives will be selected that best define a cohesive style for the brand. Across all brand touch-points customers will recognize the familiar tone of voice within all brand messaging.

Your vision and mission are the guiding lights that align team members in the same direction and towards the same objectives. Vision statements capture your imaginative perspective on what the future could hold — your mission statement is a more direct explanation for how your brand will bring your vision to reality.

This is the ultimate guiding promise that your brand makes to your customers. Every action the brand takes will align with this promise.

We will create various copywriting snippets and punchy taglines that can be used to communicate the value proposition quickly, effectively, and memorably across brand touch-points.

First, we will explore personality and visual themes. Low-fidelity mood boards will be created to gather initial thoughts and opinions on a variety of style directions. Client will select 1 mood board to continue to the next phase.

We will design three (3) unique and cohesive brand directions based on the selected moodboard during Style Discovery. The resulting brand direction will include naming, messaging, logo systems, color schemes, typographic styles, and a cohesive look and feel. Client will select one brand direction to move forward.