the brand essence model
Hands , Head , Heart
Vision- Changing the perceptive around loneliness , breaking the taboo around the topic .
Forward Facing
Values- Speaking up is integral for support and reassurance through life changes .
Belief - Young people need support and reassurance at the early stages of moving to university .
Positions – Playful , understanding and easy-going
Assets – Blab ’ s understanding of the lack of support and embarrassment felt around loneliness with the consumer in mind .
Strapline- Where like mind ’ s meet .
Communication
How we look – Bright , playful and full of character . How we talk -Informal , encouraging with a sense of humour .
Brand USP
How we behave- Positive , inquisitive and bold .
Bringing the takeaway tools straight to the consumer .
Providing a space where young people can speak up and come together .
Building and reassuring the young consumer they are not alone . Lonely , but not alone .
Fig 28
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