ICONS Branding
Intro
WHAT IS A BRAND?
The Definition of a Brand:
A brand is the evidence of distinction. Without distinction, you’re generic, or worse, a commodity.
The Definition of a Brand:
- Relevant
- Defendable
- Believable
The Difference between Branding and Brand Development:
Brand development is the discovery process we go through to unearth your “Evidence of Distinction,” and development of communications of that differentiation. Branding is then, the tactical application of that distinction in all your communications materials.
Brand Development is not a Marketing Initiative:
It is a corporate initiative. In order for a distinctive brand to be deliverable, it must be discovered and adopted at the very top echelon – the CEO, COO, President, VP of Marketing/Marketing director, etc.
WHAT IS A BRAND WORTH?
Here's the top line on your brand: it affects your bottom line – significantly. On average, determinants of company worth are comprised of 31 percent cash, receivables, real estate and investments and 69 percent trademark, perceptions and brand.
So what's a brand worth? How do you quantify your brand? Put simply, it's the difference between being a preferred product or service and being a commodity driven by price alone. Preferred brands can command premium pricing. It's time to start thinking about your company's brand in quantifiable terms.
Do you have a strong brand, one that asserts evidence of its distinction? Are you managing it as an asset? Does it drive every strategic and investment decision you make? Discover the vision that helps you dominate.
BRANDING APPROACH
ICONS use User-centered design (UCD) approach, which is an approach to design that grounds the process in information about the people who will use the product. UCD processes focus on users through the planning, design and development of a product.
The following items describe the UCD Methods:
1- Competitor analysis
Competitor analysis identifies the strengths and weaknesses of competing products or services before starting work on prototypes. A 10 minute tour of each of 4 to 10 of the most popular competing products showing how typical tasks are achieved is presented to a half day meeting of stakeholders. The competitive advantages of each product are discussed, and a short summary of the market position is generated at the end of the meeting. Alternative methods are market surveys or lab tests of competitor products.
2- Focus Group
A focus group is an informal assembly of users whose opinions are requested about a specific topic.
The goal is to elicit perceptions, feelings, attitudes, and ideas of participants about the topic. Focus groups are not generally appropriate for evaluation.
3- Heuristic Evaluation
Heuristic evaluation is a form of usability inspection where usability specialists judge whether each element of a user interface follows a list of established usability heuristics.
4- Paper Prototypes and Wireframes
Paper prototypes or other mockups are used clarify requirements and enable draft interaction designs and screen designs to be very rapidly simulated and tested.
5- Questionnaires
Questionnaires are a means of finding out how the software or web site is likely to be used by a specific set of users, and who these users are likely to be. The answers user surveys provide must be relevant to the issues that are important to the design team.
6- Persona
A persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like. Behaviors, attitudes, and motivations are common to a "type" regardless of age, gender, education, and other typical demographics. In fact, personas vastly span demographics.
7- Scenarios of use (Use cases)
Scenarios specify how users carry out their tasks in a specified context. They provide examples of usage as an input to design, and provide a basis for subsequent usability testing. They are user- and task-oriented use cases.
8- Usability Testing
Usability testing is a technique used in user-centered interaction design to evaluate a product by testing it on users. This can be seen as an irreplaceable usability practice, since it gives direct input on how real users use the system. This is in contrast with usability inspection methods where experts use different methods to evaluate a user interface without involving users.
Usability testing focuses on measuring a human-made product's capacity to meet its intended purpose. Examples of products that commonly benefit from usability testing are foods, consumer products, web sites or web applications, computer interfaces, documents, and devices. Usability testing measures the usability, or ease of use, of a specific object or set of objects, whereas general human-computer interaction studies attempt to formulate universal principles.
9- Task Analysis
Task analysis analyses what a user is required to do in terms of actions and/or cognitive processes to achieve a task. A detailed task analysis can be conducted to understand the current system and the information flows within it. These information flows are important to the maintenance of the existing system and must be incorporated or substituted in any new system. Task analysis makes it possible to design and allocate tasks appropriately within the new system. The functions to be included within the system and the user interface can then be accurately specified.
OUR BRANDING SERVICES
1. PHOTOGRAPHY
Good quality photography isn't a luxury.
It's often the very first thing a prospective client or customer sees about your business.
We help you make a better first impression by provide commercial photography services and We want to help you get the most from your photographs.
Commercial photography is what we do - it's what we get out of bed for...
Images that do the job you need them to do – the pictures you choose should not only convey the message you want them to give, but technically should be fit for purpose.
2. DOCUMENTARY FILMS
A Documentary Film is a nonfictional motion picture intended to document some aspect of reality, primarily for the purposes of instruction or maintaining a historical record —but now includes video and digital productions that can be either direct-to-video, made as a television program or released for screening in cinemas. "Documentary" has been described as a "filmmaking practice, a cinematic tradition, and mode of audience reception" that is continually evolving and is without clear boundaries.
1- Consisting of, concerning, or based on documents.
2- Presenting facts objectively without editorializing or inserting fictional matter, as in a book or film.
Are you in need of a documentary, mini-documentary or short film to tell your story.
How Much Will It Cost?
An ICONS involves an endless number of variables that determine the cost for each project. And it’s almost impossible to give cookie-cutter prices for documentary production services. An example of the variables includes.
- How many days of shooting are involved?
- What’s the quality/type of footage needed (film, HD, Flip, etc)
- How many crew/people are needed to get the job done?
- How much research/scriptwriting/admin costs?
- How much travel?
- Are we hiring a composer? Are we using pop songs that involve big fees?
- Is it a 2-minute short film or 2-hour feature documentary?
- Are you a business (for-profit) or a non-profit organization?
- Any special equipment rentals such as time lapse, underwater, audio or lighting gear?
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