Hisense Brand Guidelines V8 1

Hisense Brandguidelines V8-1 Hisense_BrandGuidelines_v8-1 Hisense_BrandGuidelines_v8-1 01 2018 uploads hisense-grpl 3:

Hisense Brandguidelines V8 Hisense_BrandGuidelines_v8 Hisense_BrandGuidelines_v8 01 2018 uploads hisense-grpl 3:

2018-04-24

: Hisense Hisense Brandguidelines V8-1 Hisense_BrandGuidelines_v8-1 04 2018 uploads

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BRAND GUIDELINES

Contents

BRAND GUIDELINES

Our Brand ........................................................................03

Consumer benefits .........................................................04

Values .....................................................................................06

Tone of Voice .....................................................................07

Positioning & Core thought ......................................08

Proposition ..........................................................................09

Brand Devices .............................................................10

Logos .......................................................................................11

Fonts ........................................................................................12

Colour Palette ....................................................................13

Colour Usage ......................................................................14

Icons ........................................................................................15

Product Copy .....................................................................16

Imagery ..................................................................................17

3rd Party Logos ................................................................18

Online Examples ......................................................19

Illustrations ..........................................................................20

Digital Banners ..................................................................21

Social Media Assets .......................................................22

Screen Fills ..........................................................................23

Sponsorship ..................................................................24

2018 FIFA World Cup .....................................................25

Aston Villa FC ....................................................................26

Contact Details

Please see online guidelines for downloadable assets

Our Brand

OUR BRAND

The purpose of this document is simple: to give

you the guidance and information you need

to work with the Hisense brand. Our Brand

Manifesto provides a clear definition of the

Hisense brand and how it occupies a unique

position in the markets and categories in which

it operates. The Manifesto should be used as

both the blueprint and the inspiration for all

marketing communications, across any channel.

Consumer benefits .........................................................04

Values .....................................................................................06

Tone of Voice .....................................................................07

Positioning & Core thought ......................................08

Proposition ..........................................................................09

OUR BRAND

Values



Quality

Regardless of where a product sits within the Hisense

range, there’s a commitment to build quality and

reliability that you would expect from a leading brand.

Forward thinking

We’re always looking for opportunities to advance our

products and brand, evidenced by investment in R&D

and incorporation of the latest technology.

Thoughtful

We understand people and we carefully consider

the best ways to make our products even better for

them through the incorporation of genuinely useful

features.

Giving more features

Our features aren’t just thoughtful – you also get

more with Hisense, either through paying less for

desirable features, or getting more features than

other models at the price point.

Bringing technology to everyone

We always strive to include the latest technology in

products, whether that’s Smart, inverter technology,

triple zone cooling or something else, but at more

accessible prices.

Design

Hisense products are well designed and look

premium, to fit in with modern consumers’ homes.

OUR BRAND

Consumer Benets

OUR BRAND

Functional Benets

Product quality – in terms of quality, Hisense products are

comparable to or even better than products from leading brands.

This is reflected in reviews and recognised by the trade.

More for your money – Hisense products are priced

competitively. When you buy a Hisense, you get features you

might not expect to find at that price point from Samsung and LG.

Improving life in your home – Additional Hisense features

serve the purpose of improving life in the homes of our consumers.

E.g. non-plumbed water dispensers, My Fresh Choice, Pause + Add

and Vidaa U, specifically for the UK.

Making new technology more accessible – Hisense make

new technology like 4K or HDR more accessible for more people,

without compromising on quality.

Two year warranty – Compared to competitors in the industry,

Hisense guarantee at least two years usage out of the product.

OUR BRAND

Consumer Benets



Emotional Benefits

Aesthetically pleasing – the stylish design of Hisense products

means they look like truly premium products.

Individuality – Consumers feel they are expressing individuality

by choosing Hisense over other traditional leading brands.

Smart - value for money allows Hisense buyers who have

researched thoroughly and know the quality of the products to feel

like they know more/are more savvy than others.

Visibility – Hisense might be new to the UK market, but it’s on a

mission to grow brand awareness through its substantial marketing

activities, including its sponsorship of the 2016 UEFA European

Championships, the upcoming 2018 FIFA World Cup and the

previous sponsorship of the Red Bull Racing Formula One Team.

Reassurance – The two year warranty offered by Hisense,

combined with good reviews from respected sources gives

consumers confidence in Hisense’s product quality and reliability.

Expertise – Globally, Hisense have a long history of

manufacturing and innovation.

Better than you’d expect – Consumers who choose Hisense

are delighted with their purchase and the value it offers. As a result

many become advocates of the brand.

OUR BRAND

Tone of Voice



When we communicate with consumers, we will always talk about how our

products help people. We want to make our technology understandable

and accessible, but we’ll never talk down to the consumer. We make it

simple by talking on a smart level that’s empathetic and understands them

and their life.

Sometimes we have exciting topics – like TVs and sponsorships – but we

make more functional aspects interesting and relevant to the consumer

too, for example talking about a 9kg washing machine in terms of how

many loads it could save the user.

We don’t say:

This is everything this product has.

We do say:

Here are the ways this product can help you in your life.

“Too much detergent

can result in excess foam

formation, reducing washing

performance. Smart Foam

Control automatically

detects if there is too much

foam in the machine and

reduces it, improving the

wash quality and making

clothes kinder on your skin.”

“See more colours on screen

than ever before. The ultra

wide colour gamut of ULED

boasts over 1 billion colours,

and more colours means

breathtakingly vivid, true-to-

life images that look exactly

as the director intended.”

Examples

OUR BRAND

Positioning and Core Thought



Positioning Statement

Everything Hisense does is designed to benefit the user – whether that’s making good looking

products that fit seamlessly into the home, incorporating features that meet a clear consumer need,

or always being on the look out for new technologies and ways to make these more accessible.

Not only that, but they give a two year warranty and all at a price the consumer is willing to pay.

Reviews and global brand heritage give users additional confidence in Hisense’s ability to deliver this.

Brand Truth

Hisense think about the user rst and foremost.

OUR BRAND

Proposition



Designed with you in mind

Putting the

person first

with thoughtful

features that

are designed

specifically to

enhance their

experience

Good looking

products to fit

seamlessly into

users’ homes

Making life

easier for the

user – whether

with a Netflix

button or Pause

and Add

Reliability

and a two year

warranty

More for your

money in terms

of features

The latest

technology at

prices people

are willing

to pay

Build quality Design Accessible

technology

R&D More featuresThinking

about you

Life Reimagined

STRAPLINE

Brand Devices

BRAND DEVICES