Comprehensive Branding brief. BRANDING | JULY 2021
Comprehensive Branding Brief
BRANDING | JULY 2021
Report Contents Part 1: Brand Story
Objectives Big idea Brand values
Part 2: Brand identity
Brand positioning Methodology Sample branding
Part 3: Brand strategy
Primary strategy Social shopping Community building
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Part 1:
Brand story 03
COMPREHENSIVE BRANDING BRIEF
JULY 2021
About Rare Rare is a Mono-fashion brand that designs and produces fashion garments in-house. Rare caters to kids, teenagers and young adults with affordable fashion products with an international standard and aesthetic. The brand offers a wide range of fashion apparel for men, women and kids initially. Rare anticipates to branch out its product range horizontally by offering footwear, lingerie, cosmetic, perfumes, accessories and home furniture in the near future. Rare is an E-commerce only private fashion Label which will open it's avenue to the customers in a website and software application format.
Comprehensive Branding Brief
Objectives
BRANDING | JULY 2021
To be an ethically sourced fast fashion brand that also aims to build an inclusive community of consumers.
To be the first Indian company to achieve global domination in the fashion industry.
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To be an inspiring , contemporary young fashion brand , delivering exceptional value and impeccable online customer experience.
BRANDING | JULY 2021
BIG IDEA Rare is an E-commerce Fashion value brand that offers quality products with an international aesthetic for kids, teenagers and young adults who want to purchase affordable fashion trends with an outstanding value.
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Comprehensive Branding Brief
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International
Achieve global domination through international design aesthetics and quality.
Brand Values
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Ethically sourced and produced products.
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Ethical
Inclusive
Create real, inclusive and gender-neutral products for diversified customer base.
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Adaptive & Dynamic
Be quick, fast and adaptive in producing innovative products.
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Positive & Spirited
To actively project comfort and happiness through product experience.
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Competitive
Thinking out of the box and being creative to seize opportunities for growth.
Part 2:
Brand Identity COMPREHENSIVE BRANDING BRIEF
JULY 2021
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BRANDING | JULY 2021
Online Fashion Label. Rare is a contemporary young fashion value brand represented by creative young induviduals.
We offer fast fashion products at an affordable price points.
Creative and Authentic production design and quality.
Brand position: To be the Best designed apparel brand that is real , inclusive , celebrates real people , body positivity and diversity in the world.
Brand Attributes : Functional - Value for money, International quality, Latest trends Emotional Friendly, young, Comfortable.
Brand personality: Young, innovative, creative, fresh and passionate.
Competitive position map
High quality
FASHION BRANDS IN THE INDIAN MARKET
Rare positions itself as a brand to inspire and aspire teenagers and adults to discover their fashion fit and style. While catering to their budgetary constraints, Rare aims to provide valuable fast fashion products at affordable price points.
Low price
High price
Low quality
Methodology Brand presence and promotional activities majorly deviate to adopting digital marketing techniques instead of wholly adopting to conventional marketing techniques. B2C channel of sales demands promoting the products through website, newsletter, blogs and on social media. Consumer-generic content must be advertised to create a community of loyal customers who can network, create their own style statements and shop together.
Comprehensive Branding Brief
BRANDING | JULY 2021
Sample Branding Sample branding guide with an alternative approach, personality and style. 12
Brand logo OPTION #1
OPTION #2
Minimalistic Elegant Light
Masculine Display Heavy
Typography The font family to be used in marketing and communication materials for external branding is Glacial Indifference. The font style used for branding i.e Brand logo is Zayne. Each character on the right shows questrial being used at various sizes depending on usage.
ABCDEFGHIJKLMN OPQURSTUVWXYZ
Aa
abcdefghijklmno pqrstuvwxyz 1234567890
Font family: Glacial Indifference
Font name: Zayne
Brand palette Purple both calms and stimulates our bodies, putting us in the right place for introspection and focused insight. It fosters creativity by awakening our senses while promoting the quiet necessary to make intuitive, insightful observations. Purple creates a harmonious balance of awareness and peace. Purple is often a statement of independence as it’s not abasic, primary color, and it’s often a sign of fusing the mundane with the innovative.
#47003A
#813D5C
#7E5C6F
#A88696
#BE5E90
#BECFE6
You're Rare. We believe in helping our customers to express their emotions and express themselves through way they look and feel. Our unique designs help you to stand out from the crowd which is at par with the current fashion trends and international standards. Our products are designed and manufactured to create an appreciable shopping experience right from the comfort of your home.
Every shopping experience is tailor made for your personality, because you're rare!
COMPREHENSIVE BRANDING BRIEF | JUNE 2021
Part 3:
Brand Strategy
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Comprehensive Branding Brief
Primary Brand Strategy To utilise design aesthetics to create an unrivalled brand experience with international standards to stand out in this extremely competitive market by providing affordable fast fashion products.
*Brand
strategy
to
be
correlated
with
website,
mobile application, customer service and product design and showcase.
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Comprehensive Branding Brief
BRANDING | JULY 2021
Social Shopping An alternative approach to create an holistic online shopping experience. 19
Social-shopping Social eCommerce is particularly popular with younger shoppers and for fashion and beauty brands. Social Shopping is just the latest effort to connect us isolated humans through shared virtual experiences. Although Spotify just gave music lovers group listening controls, and film buffs have Netflix Party, it remains to be seen if social shopping will catch on in the western countries and India. This allows consumers to add items to a wish list, poll friends for advice and see what other friends are buying. With growing demand in the voice/audio-based networking platforms such as clubhouse, discord etc. enabling voice based shopping experience could be highly beneficial to the brands as well as the consumers.
Comprehensive Branding Brief
87% 87% of individuals have a better shopping experience and purchase satisfaction when shopping with a company.
BRANDING | JULY 2021
3 in 5 Women prefer shopping with their friends than shopping alone.
BRANDING | JULY 2021
Shop with a Friend! Perfect Assistance Your friend can enhance the fun of shopping and bid choices about what’s the perfect match for you. Your best friend is there to assist you in selecting the right color & style which suits you.
Get that Approval! Friends know all likes and dislikes of one another. Experiment with different styles together. No more dropping out your favourite outfits at the checkout.
Better decision making Together you can surf more outfits for one another and pick out more options to choose from. Chat with stylists together to purchase a look. Easily avoid picking out the same outfit as your other friend in your circle or get inspired!
BRANDING | JULY 2021
Comprehensive Branding Brief
Benefits of Social shopping 23
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Bring new traffic to your website.
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Build a community of Loyal users and customers.
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More checkouts due to better decision making and more customers.
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Disrupting the online shopping experience by transforming the website.
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Engage your customers till the end of the purchase funnel.
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Let your community advise each other to boost your conversion rate.