BRAND KEY POINTS

quo PEOPLE

The identity prism is a great way to recap the brand from the internal and external perspective:

Brand Identity Prism, own representation based on Kapferer, 2011

CONTENT MISSION

Statement

"

quo PEOPLE is about shaping the future together, inspiring change and empowering everyone to take part in the process by getting their opinion heard.

"

CUSTOMER KEY POINTS

GISELA

Gisela is married and has two kids. She likes to travel and to read: books for entertainment and articles to keep up to date. She understands the importance of reliable facts, data and research in general. Gisela wants to be heard, but she also just likes to be exposed to new subjects and reflecting on them. That’s why she participates in many different projects and services and by now knows how things work – hence her appreciation for quality and exiting topics.

Gisela represents the PEOPLE the platform is targeting and creating content for

These factors are what makes here decide on whether to be a part of a panel or not – paired with the incentive of making her voice heard besides the monetary gain. She will only look up the money side of things during the information search for quo PEOPLE – it is not what makes here interested in first place. Gisela’s experience with other panels lets her evaluate, who she deems trustworthy and in other terms reliable.

The general awareness of and interest in research is what keeps Gisela a part of quo PEOPLE. She really wants to see what questionnaires she has been a part of what the results say about the future and how the data is interpreted on a deeper level. To engage with that information on her terms she likes to read about it when she is ready and takes her time to carefully do so.

PEOPLE like Gisela are very valuable to the platform because they are motivated by more than just the incentive they receive, and by creating content for them, the needs of other identified personas can be met as well.

COMMUNICATION GOALS

Message Architecture

All of the following strategic considerations should be reflected in this message architecture. It shows the prioritized keywords that are to guide all brand efforts across the organization.

What the Community should say about us:

Benefitial


  • Easy (to use)
  • Entertaining (to do)
  • impactful/meaningful (activity)
  • appriciated/valued (contribution)
What we value:

Reliability


  • Scientific standards
  • high quality (work)
  • Inclusive & Fair (platform)
How we communicate:

Empowering


  • Personable (Interaction)
  • Inspirational (Topics & Language)
  • Informative/educational (output)
  • Community-oriented (approach)

OBJECTIVE

quo PEOPLE does not stand out among panel providers

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CREATIVE DIRECTION
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