Brand guideline manual for natural haircare line: Company X
Levänen, Heidi (2021)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105057041
https://urn.fi/URN:NBN:fi:amk-202105057041
Tiivistelmä
This Bachelor's thesis analyses and examines future branding guidelines for Company X. The overall objective is to achieve knowledge in branding based on the theory using brand strategy canvas as a development tool that will lead to end product Brand Guideline Manual. Company X aims to start producing natural haircare products for its target group in the Finnish market, and the product is to be launched in summer 2021.
The thesis begins with an introductory chapter that goes through this study's aim and objectives. The thesis's project objectives were to determine how to create a brand that will stand out from the competitors and understand the target market and consumer's needs. Start-up’s need to think of strategies for how to make the company successful.
Chapter 2 shares the company information, revealing its vision and mission from the branding perspective. The theoretical part aims to gain knowledge and understanding of branding, discussing practical ways to create a brand image as a start-up company. Branding image needs to be thought carefully to forebode how Company X wants to be seen in its customers' eyes.
The empirical part applies the theory along with the brand planning tools such as the brand strategy canvas. Research methods in this study were customer observations via Facebook groups and interviews of several salespeople. The study is based on the theory, Facebook group observation, and salespeople interviews.
The study found out that branding consists of various elements such as logo, slogan, story, colours, typography, and images. These elements create emotions and images of the brand for the customers. Branding is the tool for leading the business, but in the end, the customer will decide how the brand is seen. For these reasons, it is essential to start thinking about Company X's purpose and values. Aim of the Company X is to differentiate from the other brands that share the same core message to the customers that are: sustainability, eco, and natural.
The thesis begins with an introductory chapter that goes through this study's aim and objectives. The thesis's project objectives were to determine how to create a brand that will stand out from the competitors and understand the target market and consumer's needs. Start-up’s need to think of strategies for how to make the company successful.
Chapter 2 shares the company information, revealing its vision and mission from the branding perspective. The theoretical part aims to gain knowledge and understanding of branding, discussing practical ways to create a brand image as a start-up company. Branding image needs to be thought carefully to forebode how Company X wants to be seen in its customers' eyes.
The empirical part applies the theory along with the brand planning tools such as the brand strategy canvas. Research methods in this study were customer observations via Facebook groups and interviews of several salespeople. The study is based on the theory, Facebook group observation, and salespeople interviews.
The study found out that branding consists of various elements such as logo, slogan, story, colours, typography, and images. These elements create emotions and images of the brand for the customers. Branding is the tool for leading the business, but in the end, the customer will decide how the brand is seen. For these reasons, it is essential to start thinking about Company X's purpose and values. Aim of the Company X is to differentiate from the other brands that share the same core message to the customers that are: sustainability, eco, and natural.