Sequence 01

Chapter 1: Introduction

  • Store Locations and Purchase Needs

    • Woolies considers demographic factors in deciding store locations.

    • Different suburbs may require different product assortments (e.g., baby diapers for young families, specific food products for older populations).

  • Services Offered by Anita's Company

    • The company offers mobile website and app development, management services, and is transitioning to Google Cloud Computing.

    • Focus on B2B services is essential; current branding may need adjustment to reflect new direction.

    • Avoid cluttering the homepage with all services, prioritize core offerings.

  • Branding and Marketing Challenges

    • Previous attempts at creating brand guidelines faced difficulties due to a lack of proper context and insights into the market.

    • The need for research and mood boards to define the new brand identity and graphics for Aviato.

    • Suggestions for creating a design system to standardize website elements and color usage.

    • Exploration of including white papers and blogs on the website for credibility and expertise sharing.

Chapter 2: Know That Ben

  • Brand Communication Strategy

    • Shift away from the term "newsletter" due to negative connotations; instead, focus on technical advisories.

    • Emphasize the need for substance over fluff in communication; target tech-savvy audiences.

  • Keyword Research for SEO

    • Importance of understanding common search terms used by potential clients to refine online visibility.

    • Suggestions for thinking from the client's perspective during keyword searches to understand competition.

  • Website Development and Planning

    • Create a sitemap to outline content structure including a blog section for ongoing insights.

    • Discusses timelines for deliverables, emphasizing the importance of structured progress.

Chapter 3: Google Stuff

  • Brand Color Importance

    • Highlighted the need to establish distinct colors that set Aviato apart from competitors.

    • Competitors like Deloitte and Accenture are referenced for their strategic use of brand colors to enhance recognition.

  • Competitor Analysis

    • Understanding competitors' website structures and service offerings is crucial for differentiating services.

    • Insights into how brand identity should align with the professional services offered and who Aviato targets.

Chapter 4: Near Verona

  • Human Element in Branding

    • Discussion about using human photos on websites to increase relatability; differing opinions on effectiveness based on target audience.

  • Cultural Downfalls of Branding

    • Cultural considerations in branding – the disparity between consumer expectations in different markets.

Chapter 5: A Google Project

  • Recognizing Aviato's Niche

    • Aviato positions itself as a Google Cloud specialist, highlighting their experiences as ex-Google employees.

  • Case Studies

    • Public case studies planned for the website to exhibit expertise and past success.

Chapter 6: Say Safe Pair

  • Terminology Challenges

    • Difficulty in conveying capability verbally; highlighting strength through reliable experience can help reposition brand identity.

    • Discussion on the importance of branding terms such as "trusted adviser" vs. "professional services."

Chapter 7: Aviato Consulting

  • Corporate Identity Confusion

    • Clarification that despite being officially called "Aviato Consulting," the company prefers the term "professional services" over consulting.

    • Need for a fresh look at branding that disassociates Aviato from typical consulting stereotypes.

Chapter 8: Conclusion

  • Next Steps

    • Focus on the immediate tasks of revitalizing online presence and creating essential branding elements.

    • Acknowledging the need for collateral (like business cards, email signatures) to be developed after establishing the core branding.