Laser Technologies
▶ Introduction
All brands start with an idea. An idea that is powerful enough to change the world or just solve a problem to make life easier. However, ideas are not megaphones, so how do you turn your idea into a brand that people will love to talk about?
The secret sauce to creating a memorable brand is hidden under four key pillars: the message, the visual identity, the placement, and the association. So, when Laser Technology, a brand with a strong promise, entrusted us with building their brand from the ground up, we helped them build a strong brand presence with a clear message, effective placement strategies and a strong visual identity.
▶ Identifying the Key Elements of The Brand Strategy
The first stage of building a brand is to identify the key elements that reflect the brand’s ideology and promise throughout. From a tagline to a social media post, the core message of the brand should reflect itself to build an association in the minds of the target audience.
The key element for crafting a strong message for LTPL was its core promise: The passion towards ensuring quality for the target audience. We considered this brand philosophy to build a strong brand persona for LTPL.
We placed LTPL as a passionate, driven, innovative, bold, empathetic, and responsible brand with a carefully crafted tagline that reflects the brand’s core values. With a bold color palate and a strong typeface, we ensured that this persona was reflected throughout the communication channels.
**A Brand Built in the Reflection of an Impactful Message **
Laser Technology is a business built around the strong promise of providing only the best quality products and experiences to the target audience. Therefore, cookie-cutter brand strategies were a no-go.
We had to build strategies closely related to the brand’s core values. The first step in developing the LTPL brand was to draft a tagline that reflects the brand’s core philosophy. For LTPL, the tagline must be clear, concise, and bold. So, we decided to draft the brand’s promise in an empathetic and bold tone with the tagline: “Only the best for you.”
The next step in building the brand identity is developing a visual brand people will associate with LTPL. To make the visual brand of LTPL as vibrant and bold as possible, we have chosen colors that echo innovation, boldness, passion, and responsibility. Hence, we chose a color palate with red, blue, black, orange, and green to keep up with the brand’s overall personality.
As a heavy machinery brand, LTPL needed a set of imageries, typefaces, and iconography that speaks innovation. That was our next step in building the visual identity for LTPL. With a bold typeface, imageries and iconographies highlighting innovation, authenticity, purpose, diversity, and collaboration, we devised a brand that is approachable, human, inspiring, innovative, and buzzing with global values.
Once the identity is established, it is time to send the brand to the world with perfect placement strategies. Strategies that will help the brand stand apart from the crowd with its unique identity and a strong promise.
▶ The Strategy that Fits the Brand Story
What’s the point of building a brand persona if you can’t flaunt it well? Your brand persona is as good as your audience targeting, so we needed to identify the correct target audience to place LTPL properly.
We divided the target audience into four sections and ensured that when people look at LTPL, there’s always something for everyone. The first section of the target audience group was the employees. This section targeted those working at LTPL and those looking at LTPL as a potential workplace.
The second section targeted the vendors of LTPL, and the third and fourth sections targeted the consumers and customers of LTPL. After defining the target audience, we placed LTPL as a brand that promises great quality products to its customers and offers great work experience for employees.
Our placement strategy was to make LTPL an accessible and approachable brand for everyone. Hence, we decided to use the tagline and the logo silhouette across the communication channels.
To create a brand association with the audiences, we developed three versions of the logo wordmark for use in different communication channels. We have also ensured that future employees see LTPL as an amazing workplace through effective employer branding.
With a social media campaign and a webpage dedicated to the employees and their experiences at LTPL named Life @ LTPL. This section helped LTPL build a strong presence as a lucrative workplace for people looking to start their careers in the manufacturing industry.
With all these effective strategies, we have made Laser Technologies Privet Limited a brand with a strong presence and an even stronger message. We accumulated all the strategies and brand elements into a large comprehensive brand book that documented the brand elements and their usage in minute detail. This comprehensive book containing the brand guidelines was made to continue the impact of the brand with precision.
▶ Conclusion
So, what made us nail the branding and communication strategies for LTPL? It is the story and the promise that LTPL entails. A brand that believes in quality products and experience deserves an approach that reflects the same. So, we took the creative route to emphasize its core message and devised its persona based on that. A brand that believes in nothing but the best.