1) Target Market
a. Identify our target market based on demographics, behaviors, interests, etc.
b. Segment target market into major customer profiles
c. Identify what attributes are important to each customer profile (price, quality, brand name, customer service, special offers, promotional campaign, packaging, guarantees, convenience of use, etc.)
2) Creating a new brand “bible”
a. Brand positioning statement
b. Physical and Digital “look and feel” of the brand including: fonts, logos, colors, catchphrases, packaging and graphic design templates.
c. Communications text and tone of voice. Language/phrasing use guidelines.
d. Image guidelines
A few months before we started two years ago, we came to the realization during a Google search for sports equipment that most ecommerce websites/brands on the online marketplace offer consumers one of two options: 1) low-to-average quality products for disproportionately high prices or 2) dirt cheap, low quality products that have low reliability and blatant safety-concerns.
After some more digging, we also discovered that most of the products offered by online retail brands are either private label products or manufactured through third party contract manufacturers. While there are many reputable brands on the marketplace today that contract manufacturers for their products, the cost of not having the product manufactured inhouse is eventually passed onto the consumer, and the brand is forced to cede direct control of product quality to a third party.
From that realization sprung Kinzi – a startup that offers sports, health, and cooking products directly from the factory to the end user. Today, we do all our own design and manufacturing (custom molds, plastic injection, assembly, etc.) with an inhouse 7-person engineering team, a 20-person office, and a 25-person, 5000 square feet manufacturing facility in the heart of Shenzhen, China. This allows us to keep product costs low while extending us full control of our manufacturing process, taking the burden of additional costs off our end-users while providing higher product quality.
This vision of a direct line between factory and consumer has carried us forward to where we are today. We’ve carved a strong position for ourselves on the online marketplace, and have reinvested heavily into our products, dissecting flaws and inefficiencies through our custom insight mining processes, with the goal of bringing an industry-leading standard of quality and reliability to our customers at an affordable price point.
But we want to do more. We have some very exciting, game-changing products coming down our pipeline now, and we want to bring what we have to offer to a larger audience. We want to bolster customer engagement and interaction and further disrupt the existing pricing schemes created by big box retailers and marketing firms who apply a hefty “brand tax” for marginally better (and at times worse or the same!) products.
We want to create an ecosystem of products that caters to our customers’ needs in health and wellness, as well as create opportunities to introduce new products outside of the realm of health and wellness to our customers later down the line.
30 freelancers are bidding on average $2486 for this job
Hi, I’m expert branding designer. I will provide you unique & awesome design concept ideas. Regards, Sweety Stay tuned, I'm still working on this proposal.
I understand that you need to create a Brand Bible and Target Customer Profiles Relevant Skills and Experience For quality assurance [login to view URL] Proposed Milestones $2705 USD - create a Brand Bible
Can Provide you a complete branding guideline and Bible with customer focus profile Relevant Skills and Experience Have necessary skills Proposed Milestones $1500 USD - final