National Advertising to release the New Brand for Certified Practising Valuer.

May 7, 2010  //  IBM BLOG POST


IBM have created a new identity for API’s ‘Certified Practising Valuer’ that strengthens and promotes their reputation as trusted property consultants as well as industry-recognised qualified property valuers. 
Alongside this, the new brand had to establish a partnership programme to provide consistency among it’s 7,500 members when using the new brand. The API confirmed the national advertising schedule to release the new brand and identity for CPV will commence in May. The schedule extends to a number of publications detailed below:

Newspapers:

The AFR – Portfolio and Property sections (Wednesday and Thursday)
The Australian (Thursday)
The Land (Thursday)

Magazines:

Qantas – Finance issue (June)
In The Black (July and September)
Australian Company Director (June and August)
Law Society Journal  (July and September)
Australian Property Investor (August and October).

Brand Discovery
Audience Profiles – research & present targeted audience
Unique Positioning – key marketing messages
Brand Essence – core of the brand

Brand Values –  what the brand stands for

Creation
Brand Idea – message that runs throughout all marketing
Identity – name, logo, descriptor, tagline, colours, fonts
Overarching Creative Approach – look and feel, style, personality
Marketing Strategy – campaign approach, sales based

Brand Touch Points
Print Collateral – brochure, DM
Electronic & Web – website, banner advertising, email newsletters, SEO
Diverse Marketing Channels – environmental graphics, outdoor

MORE ON IMAGE & BRAND MANAGEMENT