THE NEW ACESSEBRAND STRATEGY

July 2, 2015Prepared by:

Sara Summers

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Buyer Personas

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Buyer PersonasHwei-ru is a 35 year old, Asian stay at home mom, to her one son Chi.

She has a lower level of education and is looking for a business opportunity that she can do on her own time and schedule (e.g. while her son is at school, or after her son goes to bed at night).

She is looking for an opportunity to contribute to her family income while taking care of her child. Her goal is to improve her family’s quality of life.

Her Favorite Quote: “Family comes first.”

Hwei-ruStay At Home Mom Non-member, Free member, or Direct Customer

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Buyer PersonasXhangsan is a 45 year-old Asian high school graduate with a wife and two kids who is looking for a supplementary income to his current full-time job.

When he’s not at work, he is working to grow his Acesse business through selling Acesse Products to other business professionals, while recruiting and cultivating his Acesse Marketing network.

His goal is to increase his level of success at Acesse so he can quit his “day job” and enjoy more time with his family.

His Favorite Quote: “If you’re tenacious, anything is possible!”

XhangsanThe Road WarriorIMC with a growing network

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Buyer PersonasLi Mei is a self-taught, wealthy 50-year-old, Asian business professional with a husband of 15 years and 2 children aged 12 and 10.

She has an established Acesse IMC network that was able to quit her day job to spend more time with her family and focus on Acesse Marketing.

Image is very important to Li Mei because it showcases what it looks like to be a success and shows that if she did it you can too.

Her priorities are team retention and teaching her team how to leverage their network to bring their sales efforts to the next level.

Her Favorite Quote: “I did it and you can too!”

Li MeiInspirational LeaderEstablished IMC network

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YouWeb Branding Goals

• Make it simple to understand the product

• Create YouWeb product cohesion

• Create product branding that can standalone or as a product suite

• Leverage existing brand recognition in the field while accomplishing a feel of an improvement in product standards

• Differentiate YouSmart if/until integration into YouWeb product suite

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YouWeb Branding Names & Logos

• Each product will have its own logo and brand name

• YouWeb product names will reflect what the product is and add “pro” at the end to communicate it as a professional offering

• Each YouWeb product will use the same icon element from the parent YouWeb for cohesion but will be differentiated by its own unique color

• Only 1 tagline will be used for the YouWeb product suite to identify product connectivity

• YouSmart will have an unrelated logo, tagline and branding

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YouWeb Branding Names & Logos

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YouWeb BrandingLook & Feel

• YouWeb Products will live on one external YouWeb website under their own tab giving it brand cohesion and acknowledgement of a product suite

• The look and feel will reflect the design style of the YouWeb parent brand strengthening brand equityo Imageryo Typographyo Logomarko Tone of voice

• Individual product website tabs will differentiate based on their color scheme

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YouWeb Sub-Brand Strategy Benefits

• Enhance consumer associations

• Bypass brand confusion

• Consistent Usability – Lower learning curve

• Lower number of customer service tickets

• Potentially higher adoption of additional products – Apple, Adobe, etc.

• Highly visible parent brand

• Protect and unify brand system

• Extend existing brand recognition

• Strengthen global brand infrastructure

• Streamline marketing campaigns

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YouWeb Sub-Brand Strategy Benefits

• Promote as a product suite

• Product suites have a perception of value

• Increase brand loyalty

• Increased up-sale potential

• Faster market penetration

• Quality assurance

• Lower customer service tickets