We started working with the results of the analysis to define the ideal customer, find a name and create a branding. 3 things that are essential when starting a new brand.
The first thing we did was to draw up the ideal customer. The rest starts from here. Because by gaining insight into the clientele, we know which direction we need to take for further development.
For the naming we did an internal brainstorm. The goal? Write down as many different options as possible and eliminate names from there until we arrive at the perfect proposals. And that's how Aume came about. Aume comes from 'Home', where you are at home, where your village is (it takes a village to raise a child). It makes it clear: 'you are not alone'.
And as usual, we created a brand archetype prior to the branding. Aume's archetype is a Caregiver (duh!!). Caregiver brands (such as Dove) position themselves as generous, caring and dedicated brands. This archetype derives meaning from helping others, it strives to make people feel cherished and safe. This had to be clearly reflected in the branding.
