Business

Catherine, a client offering portrait services, in interested in branding the Premiere Portraits online to accurately reflect its offerings and capabilities.

Client Needs
Catherine has identified a need to brand Premiere Portraits as a portrait service that is considered a work of art. The competition has become intense and would like to move to a higher value-add market.

Solution
I recommend the development of a branding package that will portray Premier Portraits as a brand that will attract clients who value the artistic element of portrait making, especially professionals with families who want to capture a moment of their lives on canvass. The value that Premier Portraits would focus on is the portrait being a personalized memorabilia with a human touch, and it being an original work of art.

Brand equity building should focus on it being a consumer-based strategy, which would appeal to the attitudes of the clients toward Premiere Portraits. The stronger the attitude toward the brand, the stronger the attitude the customer will have with the product it holds. This can be done by promoting the number of satisfied customers who have experienced having their portraits made by Catherine through testimonials and displaying the artwork alongside it online. This could also be promoted by giving out trial samples to clients. All this can be communicated via Catherines website and could be enhanced by other online tools such as social networking sties, blogging, Twittering, and e-mail marketing. The branding package will include an attractive website, a compelling logo, and designs to be used in e-mail marketing and other online activities.