Brand’s Voice
When it comes to rebranding a product, I have to abide the brands vision, mission and ambition. I should keep in mind the tone of voice, value and position of the brand (high end). Rebranding is a marketing strategy that I will have a new name and design thus creating for the established brand new differentiated identity in the minds of consumers, investors, competitors, and other stakeholders (Marketing MO, 2019).
BIOEFFECT added a layer of value to their products that fulfil beyond basic physiological human needs. They strive for fulfilling human desires. This cutting edge company must articulate “the science of the skincare” as well as letting “Icelandic flavour” shin through.
BIOEFFECT Ambition is to become a leading anti-ageing skin care brand. To do that they will:
Innovate and strong R&D
Make products designed to address signs of ageing
Focus on areas where we can make a difference for consumers
Building brand awareness through methodical and consistent efforts
Leveraging our biotech expertise to refine our powerful formulas
Staying true to our identity and our roots
Their strategy to create a unique brand position. Most skin care brands in the market claim they work; BIOEFFECT needs credibility. Biotechnology is the most important pillar for BIOEFFECT. The tone is candid. The current brand is:
Genuine - honest, respectful and transparent.
Trustworthy
Thoughtful
Smart - intelligent and logical
Simplicity
For visual style the greenhouses, laboratory, and Iceland nature is key.
Brand Personality
Brand personality is a set of human characteristics that assign a brand name. It can be used to relate with the consumer, increasing specific consumer segments that they enjoy. Swiss psychologist Carl Jung created the theory that humans have the tendency to use symbolism to understand concepts - also known as the Archetypes. There are 12 brand archetypes which are important in understanding the brand personality. Each archetype have certain values, attitudes, behaviours and characteristics. In rebranding, the brand personality shifts from one to another to create a new visual identity. When creating visuals, I should not confuse the consumers.
Usually in brand personality, there are common traits that propose a ‘main type’:
Excitement: carefree, spirited, and youthful
Sincerity: kindness, thoughtfulness, and an orientation toward family values
Ruggedness: rough, tough, outdoorsy, and athletic
Competence: successful, accomplished and influential, highlighted by leadership
Sophistication: elegant, prestigious, and sometimes even pretentious
Currently BIOEFFECT can fall under competence, as for the first wheel its wise. There are two ways I can take this brand, either Sophistication as it is a high end brand or sincerity or according to the first wheel its friendly. Looking at the 12 archetypes, focusing on visuals, I will make a small move within the “Yearn for paradise” from Sage to innocent.
The Sage
Goal: To help the world gain wisdom and insight
Traits: Knowledgeable, trusted source of information, wisdom and intelligence, thoughtful, analytical, mentor, guru, advisor
Drawback: Could be overly contemplative or too opinionated
Marketing niche: Help people to better understand the world, provide practical information and analysis
Example: BBC, PBS, Google, Philips
The brand could give you warm feelings however get are far off fantasy world like Disney. “Sage commands respect by illustrating brilliance.” This is seen within the academic environment, making since as one of the key aspects of BIOEFFECTS is their extensive research that lead to a revolutionary biotechnology.
The Innocent
Goal: To be happy
Traits: Strives to be good, is pure, young, optimistic, simple, moral, romantic, loyal
Drawback: Could be naïve or boring
Marketing niche: Companies with strong values, seen as trustworthy, reliable and honest, associated with morality, good virtues, simplicity, can be nostalgic
Example: Dove soap, Coca-Cola, Cottonelle bathroom tissue
The brand will never guilt you or convince you excessively, they will charm you with something more powerful. By shifting BIOEFFECTS personality’s visuals, the strong values of the brand will shine with the product visuals. It also follows the current brand personality as BIOEFFECTS never forces its consumers with lies to sell their product, they want them to see the actual results through research and case studies done.
Reference:
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