brand strategy presentation 28042011

14 | Brand Platform | Linksoft Communication Systems | November 2010

4. The Brand Platform

15 | Brand Platform | Linksoft Communication Systems | November 2010 15

From interrogating data through the Opportunity Model, We now identify the key departure points

to develop into opportunities for the Color Creations brand

Successful brands are based upon a platform that is consistently applied to all contact points with the brand as well as a strong differentiating idea


Our methodology: The Impact Model™

Brand Value Proposition

Who are high priority targets?

What is the most compelling promise?

Why should they believe us?

Inspirational Platform

Brand Expressions

How you act Internal activation

Naming & Taglines

Verbal identity

What you say Messaging

How you speak Tone of Voice

How you look Visual Identity

Brand Story

Brand Essence

Brand Identity

Brand Values

Brand Personality

Bringing the brand to life How

Customer Experience

What you offer Architecture Marketing strategy Communication strategy Corporate social responsibility strategy Sales strategy Promotional strategy PR strategy Product strategy Packaging & collateral Budget planning

Interbrand

Opp

ortu

nity

We then take the opportunity identified and subject it to impact modeling so as to come up with a compelling singular brand essence that can be expressed both visually and behaviourally


Who, What & Why - Brand value proposition

1 Who

Define target audiences

Who are the high priority audiences to whom your brand must appeal?

1. Telecoms players 2. Corporates 3. Employees (current

and future)



1 Who



What

Develop a compelling brand promise

What is the most compelling promise that can be made to the priority targets to choose your brand?

We are a close, reliable, warm and empathetic partner that lives the Kingdom business principles

2


and future)



1 Who



Why

Keep the promise - proof and delivery

Why should people believe - what are the proof points that will make the promise credible, distinctive and sustainable?

3


and future)

1. We have an unparalleled and growing Pan African footprint

2. We have the experience

3. We are continuously building our capacity

4. We are founded on Kingdom Business Principles

What

Develop a compelling brand promise

What is the most compelling promise that can be made to the priority targets to choose your brand?

We are a close, reliable, warm and empathetic partner that lives the Kingdom business principles

2


The Linksoft brand story…


For Linksoft, being in the communication business is a divine calling


Continuous Improvement

Because of this, we strive to be a close, friendly and reliable partner…


Holistic Growth

valuing holistic growth, both personal and business – for our partners, our investors, our staff, our continent, the globe


Our business and culture is a path and testimony to our higher calling


We see Linksoft as more than a communication business,

We see Linksoft as…


“Our way of life!”


Summary: Recommended Linksoft brand platform

5. Brand Essence

Our way of life!

1. Fundamental Offering

Communications support and

services

3. Emotional Benefits “Linksoft

understands me holistically”

2. Functional benefits

Enabling business and personal

communication

4. Inspirational Benefits

“Linksoft is more than just a business!”

Vision:

“To be a manifestation of God’s Kingdom in the communication business”

Tone of voice:

Authoritative.

Gentle.

Friendly

Mission:

“Through Kingdom Business Principles, to be the communication partner of choice through forging close relationships, the rigorous application of world class technical expertise and continuous innovation”

Brand Values:

Continuous Improvement

Excellence

Holistic Growth


Core values vs. Brand values

• Core values are a set of principles to suggest a certain behaviour or the way in which an organization conducts business. Linksoft has powerful core values:

– Excellence – Continuous Improvement – Competency – Integrity – Growth of the Whole Person – Equal Opportunity

• Brand values are powerful beacons that are conceived to support a unique brand proposition and be memorable – We should aim to limit them to three:

– MIND: How you think, is the reason behind your actions – BODY: How you behave, is the tangible demonstration of the brand

vision – SOUL: How you feel, should express the emotional dimension of

the brand


Linksoft’s suggested trinity of values

Excellence Integrity Equal

Opportunity

MIND

Reliable Competency

Flexible Continuous

Improvement

BODY

Holistic Growth Warmth Empathy

SOUL


Through continuous improvement, we achieve excellence that results in the holistic growth, both from a spiritual and physical perspective based on Kingdom business principles that call for empowerment of today’s generation of God’s people to rise to positions of affluence, influence and dominion as per God’s plan

brand strategy presentation 28042011

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