After making the final decision on my concept ('freedom') I was then able to create a logo for my brand and start to think about create my brand identity.
During my work experience, in the Media Centre at the Woodland Trust, I was able to look at their plans to develop their brand identity. They were using an example of a Disney brand pyramid to help them create their own brand identity.
I am going to use this brand pyramid to help me create my own brand identity for One Step 21. The base of the brand pyramid is called 'Attributes'. This section is about how you would describe the brand to someone who has never heard of it. Next it's 'Benefits' and this section describes how your brand can benefit/help the target audience. Then 'Values' this section illustrates what the brand stands for and finds value in it. Next 'Character' this section describes the brand as if it were a person, to allow the brand creator to understand the brand in more depth and therefore be able to transfer the brand identity clearly to the target audience. The final section of the pyramid is 'Identity Statement' this is a culmination of the lower levels of the pyramid. A simple statement that embodies the brand.
Using this pyramid, I will be able to create a clearly identifiable brand which the audience will be able to identify with.
