improved brand attributes: worth its price, friendly and credible
The Technika Okienna company, manufacturer of high quality windows, asked us to help them grow their market position via enhancing image of their Avante brand.
To get familiar with the category, competition and image of the Avante brand we interviewed the Client and talked to its buyers. Then we desk searched additional information about the category perception and needs of window buyers in the Internet and trade magazines. It allowed us to identify 4 different market segments and weaknesses of the current brand image, which wasn`t linked to the category well due to too much focus on naked bodies in the brand`s promotional materials and lack of coherence across different brand identity materials. Based on findings from our analysis we proposed the client a new, bigger, reacher and more relevant target group for the Avante brand and its image modification.
We proposed to embed into a modified brand image 4 key benefits to the new target group: rational (warmth & sound-proofing) and emotional (comfort & safety). Additionally we recommended to revive and warm personaltiy of the brand. We prepared a new brand concept that included shopper insight and RTB and we translated it into a new communication platform of the Avante brand as a guardian angel of home comfort with the brand tagline "under the caring wings".
We created a creative brief and supervised the graphics who designed, under our control, new, coherent identity materials, brand book, sales folder and a new advertising layout for press.