Page 72 - Process_book_Carla Ann_Lloren

Chapter 5 Branding & Final Artefact

Brand Positioning

The core values was formulated first as it served as the foundation of the brand Personality, Vision,

Mission and the Manifesto

Core Values

Self-assurance as the foundation of Respects the diversity and strength in
empowerment. Reminds older adults everyone and embraces what one can
of their strengths and value in the contribute. In doing so it builds an
community. interdependent community.
Branding & Final Artefact
Collaborative
Empowering
Inclusion

Transformative Nurturing Local
Believes not just in Values a supportive caring Believes in the power
acknowledging the value of culture yet firm on its sense of having a strong
older adults but in taking of worth and strongly connection with
action as a community in co- indifferent towards those people in the
creating a world where who undermine or even neighbourhood.
everyone prospers. patronise

Brand Personality

Light and joyous takes things lightly but is no nonsense

Friendly, warm and welcoming yet uncompromising on values

Down to earth but has a sense of equal footing with others

Self-assured yet interdependent with others

Caring yet firm on its beliefs