An academic branding project in which the task was to imagine what a brand of mine would look like 5 years from now, and create its branding and think all about how the business will work.
1 - Definition of the business:
Bloominʼ Guitars - When music and nature unite. We want to help the world realize that musicians may still have a complete and fantastic guitar-playing experience while building instruments with more eco-friendly and sustainable materials, like 100% recycled wood materials, organic coloring, cleaner energy sources (solar and wind) and helping protect our environment, encouraging reforestation programs of green areas that have been devastated by action of men - for every guitar bought, a little seed of a tree registered under your name is planted in one of those areas, and you are able to follow its growth whenever you want!
Bloominʼ Guitars - When music and nature unite. We want to help the world realize that musicians may still have a complete and fantastic guitar-playing experience while building instruments with more eco-friendly and sustainable materials, like 100% recycled wood materials, organic coloring, cleaner energy sources (solar and wind) and helping protect our environment, encouraging reforestation programs of green areas that have been devastated by action of men - for every guitar bought, a little seed of a tree registered under your name is planted in one of those areas, and you are able to follow its growth whenever you want!
2 - In which segment of the market do we work? What characterizes it? The musical instrument industry, more specifically electric guitars and basses. It is a very fast-growing area, from the beginning of the online video streaming era, in which everyone is able to create a YouTube account and show their talent, ideas, innovations and reviews about almost everything, though it meant a lot more for musicians, having in mind how hard it is to promote and disclose yourself through professional means, like the recording industry or the mainstream media. With that technology, everyone who can afford a beginner instrument is able to learn, practice and ultimately show their work as musicians. It is also a very diverse market, with instruments for all tastes and levels of proficiency, in all colors and shapes, for all styles; even so, there are some popular defaults for all brands, with some variations, but the customized instruments are more expensive.
3 -Who are our competitors? What characterizes them? Our guitars compete in the mid to mid-high quality/price category in the market, which are Epiphone (by Gibson), Squier (by Fender) and Memphis (by Tagima). Those brands are all derivate from top brands that make series of instruments based on their most expensive and professional products, but with lower specifications to viabilize a cheaper price and a wider range of costumers.
4 - Who is our target audience? What characterizes them (psychographic and demographic)? Our costumer range is quite wide, since any person, from children to elderly, are potential musicians. Even so, our main target is people who are willing to invest in a guitar with a nice cost-benefit ratio, and that are active players/learners, regardless of gender, age or place (since we ship worldwide).
5 - Our vision: We are a company that, just like our costumers, love music. But loving music is not enough if one does not love the environment in which that happens, and we tend to forget where our great source of music comes from - wood. We seek to
help musicians fulfill their dreams and give them inspiration, while also keeping our planet healthy and spreading the word of sustainability.
help musicians fulfill their dreams and give them inspiration, while also keeping our planet healthy and spreading the word of sustainability.
