1. Brand Identity 1
Brand Identity
Brittany Shember
Full Sail University
Business Storytelling & Brand Development
October 17, 2012
Ken DeGilio

2. Brand Identity 2
Brand Name
I choose the name Electric Productions because of the electrical current in a light bulb. Light is
turned on in a flick of a switch by electricity, similarly like the thoughts to your mind. Ideas and
creativity come to you and light up your eyes and when it happens it is a beautiful thing.
The strengths with the name Electric Productions is that it is bold and simple. The only concern I
have is that it isn’t as original as I’d like; although to my knowledge, it is an original name for a
video production company. In addition, the idea behind the brand and logo is one of a kind.
According to USPTO.gov, Electric Productions was once taken and live, but is now dead and
inactive and therefore protectable. The domain name electricproductions.com is available and for
sale for my companies brand name. Upon purchasing this domain name, my strategy is to
promote my company and website by means of an online portfolio.
The name Electric Productions falls under the category of suggestive in terms of Pursing Strong
Brands.
Logo
My logo reflects my unique brand name as it will be a light bulb. It can be seen in the actual
name of company as the “I” in electric will be represented with a light bulb. I believe this would
be an effective logo as it is simple and direct. You see a light and you think of an idea that comes
to you out of nowhere.

3. Brand Identity 3
The laws of shape and color are supported in the way that the shape of the logo is horizontal in
the way to provide maximum impact, and uses color that stands out from my main competitor’s.
The type of logo that would be best suited for my company’s brand name would be a letterform
logo.
Tagline
Electric Productions – Light up your dreams
Light up your dreams is an effective tagline as it sells creativity and the ability to help bring
someone’s dreams of visual media alive.
I believe that this tagline highly appeals to my customers and potential clients because it is a
truly unique and fresh tagline that is catchy. This tagline tells our customers and potential clients
that we can help them to bring their visions alive. It says that our team is very creative and that
our work environment is a place where ideas flow constantly. The tagline, Light up your dreams
represents to be imperative.
The tagline does reinforce my company’s brand message of creativity, work ethic, vision, and
ability. Electric Productions differentiates from others in the way we operate. We all come
together and present ideas and really rely on connecting with clients to ensure their vision is
coming to live to their expectations on all aspects and levels of production. Our creative strategy

4. Brand Identity 4
is to come together to make things happen, meaning that we express ideas or suggestions to one
another as well as in our work.
“Light up your dreams” is designed with the logo in mind as the light bulb represents lighting up
dreams with the ideas that our clients want to become reality.
Corporate Culture
My company’s main objectives and corporate vision is to bring quality work to our clients using
state of the art technology combined with our creative minds so that clients’ visions come to life.
In doing so we combined working in multiple areas of production so that we can carry out the
creative vision the whole way through.
Two specific examples of how my company will develop a strong culture based on our values
and beliefs is (1) Maintaining strong relationships with our clients, and (2) Matching the quality
of work with the quality of passion and dedication to make imagination reality.
Mission Statement or Mantra
Electric Productions mission statement/mantra is: To bring quality work to our clients using state
of the art technology combined with our creativity so that your vision comes to life the way you
envision it.

5. Brand Identity 5
The mission statement/mantra will be communicated through our work and logo as the light bulb
will represent creativity and ideas.
The mission statement is directed towards both employees and customers as our customers
visions become our own and employees and customers come together as one to bring the vision
to life. This mission statement incorporates direction, focus, policy, meaning, and passion. It is
concise, to the point, unique, and memorable as well as fitting to our brand logo.
Product Mock-up/Service Description
Electric Productions provides services to meet a variety of needs such as casting, production,
editing, sound design, animation, as well as equipment rental.

6. Brand Identity 6
Competitive Brand Analysis
Above is a logo that is perfectly effective in conveying the spirit of the logo I would create. Like
the pictured logo, I would also put a picture of what my company will symbolize. If you were to
see a spot light, I would know that the show is about to start and is pointed on where the action
is. Now, if you were to see my brand name, Electric with a light blub, you would think of ideas
or creativity and electricity, which represents what Electric Productions, stands for. The main
attributes and brand essence based on the logo elements is the lettering style, coloring, and how
they make it look like there is a spot light on the word show.
Three examples of actual logos from my main competitors – direct and indirect to my niche
industry:

7. Brand Identity 7
Brand strategy trends within my niche is differentiating from other brands based on the services
they offer, how they market themselves, what clients they hold, and the quality of their service
and or products. The main attributes of these brands are the not so much the color as they are all
mostly in black, but the typography used, and the imagery found within the logo. Based on the
brand elements you can see that Fox Searchlight Pictures are represented by searchlights within
their logo. While Fox is represented with a fox head as the letter “O”, which in entirety is the
actual name of the company, Fox Head. The Goo, if you don’t already know what type of
company it is, is hard to tell. Their brand is plain and simple.
One of my main competitors, The Goo, has no tagline, but rather a positioning statement of what
they offer:
“Greetings. The Goo offers many services to satisfy all of your Production and Post Production
needs. Located in New York City, we specialize in design, animation, editorial, music, sound
design and, of course live action for television, film, web and digital.”
This positioning statement from my main competitor distinguishes from my own company as we
offer different services such as casting, production, editing, animation, and sound design. In
addition, we also offer rental services of our equipment. The Goo offers services in Production
and Post Production, while we offer that and Pre-Production.

8. Brand Identity 8
My main competitor also specializes in music production and their mission statement is:
“Ear Goo is a cutting-edge music production company providing services in the areas of sound
design, original music, and mix for TV, film, radio, web, mobile and emerging media. Built upon
experience and creative exploration, Ear Goo prides itself in its team of highly talented
composers, musicians, sound designers mixers and producers to make every project as great as it
can be.”
For their main brand, The Goo, they don’t exactly have a mission statement, but rather a
positioning statement. However, their other brand, Ear Goo, has a mission statement that sort of
speaks for how they value all of their clients.

9. Brand Identity 9
References
Ries, Laura (2002). The 22 Immutable Laws of Branding. New York, NY: HarperCollins
Publishers.
http://www.thegoo.com/
http://www.eargoo.com/