What about creating a branding brief for your portfolio process pages. It is a way to push your work and thing about the emotional qualities of your brand.
Here is an example:
El Cubano Hotel & Casino
The El Cubano brand is young adult male with a secondary target audience that is young adult and female.
It is upper middle class and global in scope.
The personality of El Cubano brand can best be described by these adjectives:
Friendly-the people of Cuba
Exciting, energetic-rumba beat
Creative-use of colors, dance and music styles
Flamboyant and loud-way Cubans talk-needs to be noticed
These emotional reasons emerge to define the brand personality.
El Cubano is the friendly bongo player during pre-Communist times in Cuba who has just finished his night of playing with the rumba band and is ready to party down. He is friendly, exciting, creative and flamboyant. He wears a white ruffled sleeve shirt and has a cool sense of style that attracts attention.
This personality will create a connection to our target consumers who are young, upper middle class men with an interest in international art, culture and music. A secondary target is women who are attracted to the style and flair of this personality.
Core values are the values our brand is built on and are the foundation of our company and the pillars of every message we deliver.
Core values: El Cubano brand is energetic and ready for stylish fun.
Brand message: Our key message is that El Cubano Hotel & Casino is the place to party and play.
Brand personality: El Cubano brand is flamboyant, full of energy, creative and flamboyant.
Brand Icons-The following tools will be used to deliver our brand message and personality.
Colors: pink, orange and red
Bright and energetic patterns and textures inspired from Cuba
Temperature is hot from all night dancing and partying
Smell is tropical breezes, coconuts, cigars
Layouts have a musical sense of play and rhythm
Textures include wooden cigar boxes, cigar leaves
Typefaces: Tahoma which suggests dancing
Voice overs: Cuban accents with energy and vivaciousness
Music: high energy Cuban rumba beats, conga drums, bass, rhythm instruments such as maracas, guitars and bongos
