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Chapter 5 Branding & Final Artefact
Brand Positioning
Anchoring on the needs of the primary users and the insights together with the competitive analysis,
the brand promise , unique offer and reason to believe were created
Target Audience The Brand Promise Unique Offer Reason to Believe
Primary Users: Older Adults The use of interaction
Secondary Users: Society Give older adults from all walks of • YOUR CHOICE . ANYTIME. touchpoints that are visible,
life access to opportunities where ANYWHERE à Allows one to use accessible and enjoyable to
the service whenever one is ready
they can comfortably contribute to do so, with NO commitments. It engage with backed up by a
to the community in their own can be done/accessed anytime reward system that encourages
little way and at their own time one feels the need to create increased frequency of positive
interactions.
The Insight through daily pockets of purpose meaningful contribution / Branding & Final Artefact
Older adults are enjoying their new in the neighbourhood. connection to the community.
found freedom but they also want to EMPOWERING à has interaction
live a more meaningful life. They By doing so it hopes to minimize •
have a strong need to contribute to social isolation/loneliness touchpoints that also serves as a
people around them yet they do through purpose and a more campaign reminding older adults
not know how, they feel unheard connected neighbourhood. and the community of their
and unseen. unique strengths /gifts
Purpose for them is in the small
things of day-to-day life. • INCLUSIVE à encompasses all
Opportunities to engage in these, types of older adults and their
do not happen as often as they varied interests e.g.
want to. acknowledges the introverts, even
those who see themselves
without specific skills e.g.
business, singing , art/drawing.
