### Goal
The aim of this task is to create a a Brand Brief and lay out some guidelines for the KDE brand.
The **brief** will help marketers, promotes, designers or promotional material, etc. have a clear idea of the underlining principles and objectives of KDE in the
It will help, for example, set the tone of messages; guide the design of logos, cards and slides; define the aims to achieve when visiting events; etc.
The **guidelines** will help members of our community and external organisations correctly use our logos, names of our products and slogans.
### Methodology
There is a skeleton document [here](https://collaborate.kde.org/s/5GzkA2fXnEgBaGM). In this task, we will discuss and flesh out the content which has to go under each header until we have complete document we consider comprehensively defines the brief and guidelines.
### TODO
[] compile list of correct and current logos for KDE and apps into a folder we can refer to in the guidelines
[] add items to this TODO list ;-P
[] ...
---
Current draft:
# KDE - Brand Brief and Guidelines
## Brief
### Vision Statement
(This includes long and short-term objectives for a brand.)
- Long term objectives
- Make *KDE* a a recognisable for the general public, even a household name, and a synonym of good, powerful, socially responsible and useful software for a wide variety of tasks
- Short term objective
- ...
### Mission Statement
(The mission statement should provide a summary of how you intend to achieve your vision.)
### Brand promise
(A brand promise encompasses the solutions and expectations your brand aims to communicate to customers and prospects.)
### Brand values
(Brand values express the unique core values a brand is based around. Integrity, quality, and eco-friendliness are just some examples of brand values.)
- Openness and transparency
- Collaboration
- Respect for users
- Privacy protecting
- Eco friendliness
- Innovative
- ...
### Target audience
(A brand brief should outline what types of consumers a brand intends to engage with and serve.)
### Brand-positioning/USP
(Brand positioning provides the ultimate reason why customers should choose a brand over other options.)
- End users of computer software
- Students
- Social activists
- Creators/Artists
- ...
### Key competitors
(A brand brief should also identify similar brands that would be most likely to also win over the target audience. )
- Microsoft products
- Adobe products
- Apple products
- ...
### Competitive advantage
(The competitive advantage includes the conditions or circumstances that allow a brand to offer better solutions over key competitors.)
- Price
- Features
- Flexibility
- Frequent updates / rapid response to bug reports
- Privacy protection
- Malware resistant
- No need to renew hardware
- ...
### Brand voice
(The brand voice outlines a brand's style of communication. Brand voice includes the words and tone that should be used (or not used) throughout all brand communications.)
- Close
- Friendly
- Stripped of marketing-speak, buzzwords and bullshit
- No empty promised or vagueries
- Humorous
- Fun
- Accurate
- ...
### Brand culture
(Lastly, brand culture provides a list of principles, a code of conduct and work ethics that should exist within the internal environment of the brand.)
---
---
## Guidelines
### Names
#### KDE
KDE refers to the community and the software it produces. KDE is not an acronym and does not refer to the desktop environment KDE produces (see below)
#### Plasma
- Plasma, KDE Plasma, KDE's Plasma desktop environment
- Not KDE, K Desktop Environment
#### Other Software
- Kdenlive (**not* Kden, Kden Live, KDEnlive)
### Logos
- Design
- Colours
- Old logos (do not use)
### Slogan
- "Made by KDE"