Changing people’s perspective
can have a huge effect on our moods and minds.
Even though most people
have experienced this, it is easy to continue to settle for rooms, homes and streets that aren’t quite as good as they could be. As a result, we’re not quite as good as we can be.
Meaning More
the world than just paint. What if we weren't just making the world look better, but we were making it feel better?
Our surroundings have a
We want to help people
unlock their potential and realize the uplifting effect that paint can have on their spirits.
Helping people out
People need a friendly
powerful influence on our hearts
Our Surroundings
and minds. The places we live, work and play affect the way we think, feel and interact with the world around us.
and warm,
Homes they are excited about
inviting friends and families into,
Rooms they can settle into when
the world outside feels unfriendly.
Make a difference
Our Brand Positioning Consumer Facing
What are we going to look at now?
Our brand positioning is the sum of all the parts of the brand pyramid
8. Brand Idea
Embracing a world beyond paint
We love paint
We make paint.
Great paint, that has made us famous as well as trusted all around the world.
But we could mean more to
We are selling tins of optimism
We are not just selling tins of paint. We are helping people make the most of their homes and giving them all the tools they need. So, rather than just talking about the functional credentials of our paints, we want to remind people that paint can help them to see their world in a new way.
Target Segment
People, especially women,
who love their surroundings but need a friendly ates: -Deliver My Vision -Help Me Find My Style -Perfect Professional Result
Releasing the Potential
We can help remind people how much better things can be
We can help create…
Streets people long to return to, Communities that are welcoming
nudge. We can remind people of the wonders of color, and its power to transform We can help motivate people to get started and introduce more color into their lives.
(online color help, painting and decorating services)
Application Application tools tools Paint Paint
We are about
Giving people all the help, inspiration and tools to make decisions about changing their surroundings Helping them realize that paint is an easy way to make a positive difference to their homes – by creating stencils, stickers, wallpapers, home feeling advice, paint parties... Helping make the most out of the space people have got
All over the world, when
people talk about a newly painted room, they do talk about how it looks, but mostly about how it makes them feel. So changing our surroundings
We give people the products,
services and guidance to motivate and help them color their homes and surroundings.
We want people to thrive in their
surroundings.
A
little bit of color can make a big difference. It has a magical effect on people… It can re-invent the familiar and make you look again at things you had taken for granted… It can give you a smile on the inside and put a spring in your step... It can fill rooms and homes with personality and life…
And paint is the simplest way to inject color into streets, workplaces and lives
So, it is not just paint we are
selling It is tins of optimism. In shades of calm, vitality and happiness.
We are not about
Making decisions for people
Producing furniture and home accessories
Encouraging people to move home or building new houses for them
2. Who is our target segment?
We sell tins of optimism
We add color to people’s lives
Making the world feel better
We believe in making the
world look better and feel better.
Making the world feel better
The need state segmentation
Obviously people approach
painting and decorating with different attitudes depending on their personality. But any one person behaves differently according to the specific task at hand. A ‘need state’ is a combination of the specific task and the personality type.
Home Lovers
We will not define our
consumers by whether or not they are considering painting or decorating. We want to talk to people who love and believe in their homes and communities. Their houses are not just financial investments and they feel an emotional tie to their neighbourhoods.