B. Week 3: Branding development

Branding Guidelines - cohesiveness on the same page, hoe to organise presents itself and locked into a style.

See previous block post breaking down existing branding guidelines.

Mission - 1 sentance description

Vision, - employees who find vision meaningful have engagement levels of 68%, 19% above average

Target audience - View demographics and analysis of purchasing patterns

Brand personality - set the tone sophisticated quality or quirky?

Core values - Key terms / list of words. e.g. loyality, integrity. 3-5 key terms. Memberable values more likely to be on brand consistency with employees.

^ priority in setting up brand

Mission statement

Creating a trusting environment to make consumers feel safe in ensuring there is no cross - contamination with gluten, and not feel burdened by dietary needs, while still being quality and tasty food.

Quality food you can believe in

Quality food you can trust.

Values:

Cross contamination prevention, clean

dietary accommodation

integrity

Friendly

Informed

Priority of cross contamination - straw handling and pasta straws/ wariness to paper straws. being 'glutened' myself at a brand I liked and now completely distrust the company and feel like it is completely cross contaminated as they handle the pasta straws as if it is just plastic straws.

Pasta/ paper straw issue. While the dining in drinks could have alternatives like metal/glass. take away can't do that - Potato starch straws branding for the organisation. [reduce plastic straws but still keep a lower quality for those that have physical disabilities and access issues that cannot use any other straws.

Priority

Non verbal

Integrity

trust

Visual - Logo development

Trust

Hands

Stamp/wax seal

Food industry

Brand bible - Inspiration - successful ads, emails, mailers.

Product/packaging guidelines.

Digital

Printed

Physical brand.