Scenario

You are a communications professional and have been recently hired by Java Been to assist the company with developing branding guidelines. The company not only needs you to create specific brand elements, but it also needs guidance on building and maintaining the brand. Java Been faces a great amount of competition, and its customers have various options by which to obtain the same product or service. Java Been, therefore, has asked you to help them communicate to the public why their business is the one customers should choose. You explained that this distinction is something that goes beyond simply price or location, and instead is informed by a business’s brand identity, which represents the company’s personality—detailing who the company is, what the company’s values are, and the company’s mission. Java Been is interested in investing the time to develop a strong brand identity, to attract new customers as well as create a strong customer base that frequents the business. To assist you with the branding guidelines, Java Been has provided you with their company profile.