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What is an Endorser Brand?
An endorser brand adds value through association. It allows the property, project or product to take the front role and use the relationships it has established to speak directly with the customer, whilst providing the link with strength and history of FKP. FKP therefore endorses the property, project or product.
How does an Endorser Brand work?
The presence of the FKP endorser brand mark adds value and credibility to our property, project or product brand marks. In order to effectively endorse a property, project or product, the project takes the front role, and the FKP Brand endorses the project by being positioned as ‘Brought to you by…FKP’ and being positioned at the bottom right hand corner of all our printed communications. This reinforces the FKP Brand by giving it a consistent position on the page.
Why do we use 'Brought to you by'?
‘Brought to you by’ is a critical part of our endorser brand. We use it to reinforce to the reader that FKP is connected to the property, product or project they are reading about. By working with our Brand in this way, we ensure both the whole business and our properties, products and projects receive the greatest advantage.
The “Brought to you by” part of our Brand mark connects the whole company to each property, project or product we are involved with. By using it right across all parts of FKP, we add recognition, value and credibility to all our communications.
The role of the FKP brand mark
Our Brand mark is our signature. It puts our name to our many properties, projects and products. It is important that it is consistent and that people always know where to find it. That is why we specify the position it has on the page, the colours that it must appear in, the form it must take and the type faces that must be used.
When to use the FKP Brand Mark
You must use the appropriate FKP Brand mark in every communication. All internal use and stationery items feature the FKP Brand mark only, you do not need to use the “Brought to you by FKP” version. All external communications feature the “Brought to you by FKP” Brand mark. For more information on how to use the FKP Brand mark
When to use product, property or project brand marks
All properties, projects or products communications use their property, project or product brand mark featured in the bottom left hand side of the page. The FKP brand mark retains its position in the bottom right hand side of the page.
People naturally read left to right, from top to bottom. So this positioning of the elements means that people read the property, project or product brand mark first and then ‘Brought to you by FKP’ brand mark second. In the case of an Aerial communication for example, the positioning of the project brand and the FKP brand mark means they read ‘Aerial – Brought to you by FKP’.
For retirement products this becomes ‘Aveo Durack – Brought to you by FKP’.
For funds management products this becomes ‘Core Plus 2 – Brought to you by FKP’. |