Brand discovery form summary
Brand discovery form summary
Brand discovery form summary
Brand discovery form summary
This page is a copy of your answers to the brand discovery form. It’s here so you can review, share, and refer back to your thinking as we build your brand together.
This page is a copy of your answers to the brand discovery form. It’s here so you can review, share, and refer back to your thinking as we build your brand together.
This page is a copy of your answers to the brand discovery form. It’s here so you can review, share, and refer back to your thinking as we build your brand together.
This page is a copy of your answers to the brand discovery form. It’s here so you can review, share, and refer back to your thinking as we build your brand together.
Business and story
Business and story
Business and story
1/ In one or two sentences, what is the new business and why does it exist?
We are an urban regeneration business. Creating green and thriving neighbourhoods for the young entrepreneurs, creatives and professionals that will define the future of Africa's cities.
2/ What space are you in, and how do you (or will you) make money?
We will make money through real estate rental, events, partnerships with anchors (local and global) and through spin off businesses (long stay dignified living for young professionals, a jobs fair, the Kenyan version of www.appearhere.co.uk etc.
3/ What’s the main problem you’re trying to solve, and for whom?
We are trying to solve for the lack of a hostile, limiting environment in Africa's cities for entrepreneurs, creatives and innovators.
4/ Short version: how did this all start? (What sparked the idea?)
We spent time in a lot of global cities but realised that the city we call home lacked a thriving, connected, young neighbourhood similar to those we spend time in in other cities.
5/ What are you hoping this new brand for your company will helps you achieve over the next 6-12 months?
Inform all of our stakeholders simply and clearly of who we are (from community stakeholders to partnerships). Connect all of the various things we do in a nuanced way, create stickiness with our internal stakeholders. Create a brand that is non-imposing, but helps us do more business acroll all verticals: tenants, partners, visitors, clients.
6/ What shift in how people see you or behave around you would make you say: “This brand really worked”?
Where people stop asking questions about who we are, what we are doing or what our intent is and we get on with the more important parts of what we're doing with limited friction.
1/ In one or two sentences, what is the new business and why does it exist?
We are an urban regeneration business. Creating green and thriving neighbourhoods for the young entrepreneurs, creatives and professionals that will define the future of Africa's cities.
2/ What space are you in, and how do you (or will you) make money?
We will make money through real estate rental, events, partnerships with anchors (local and global) and through spin off businesses (long stay dignified living for young professionals, a jobs fair, the Kenyan version of www.appearhere.co.uk etc.
3/ What’s the main problem you’re trying to solve, and for whom?
We are trying to solve for the lack of a hostile, limiting environment in Africa's cities for entrepreneurs, creatives and innovators.
4/ Short version: how did this all start? (What sparked the idea?)
We spent time in a lot of global cities but realised that the city we call home lacked a thriving, connected, young neighbourhood similar to those we spend time in in other cities.
5/ What are you hoping this new brand for your company will helps you achieve over the next 6-12 months?
Inform all of our stakeholders simply and clearly of who we are (from community stakeholders to partnerships). Connect all of the various things we do in a nuanced way, create stickiness with our internal stakeholders. Create a brand that is non-imposing, but helps us do more business acroll all verticals: tenants, partners, visitors, clients.
6/ What shift in how people see you or behave around you would make you say: “This brand really worked”?
Where people stop asking questions about who we are, what we are doing or what our intent is and we get on with the more important parts of what we're doing with limited friction.
1/ In one or two sentences, what is the new business and why does it exist?
We are an urban regeneration business. Creating green and thriving neighbourhoods for the young entrepreneurs, creatives and professionals that will define the future of Africa's cities.
2/ What space are you in, and how do you (or will you) make money?
We will make money through real estate rental, events, partnerships with anchors (local and global) and through spin off businesses (long stay dignified living for young professionals, a jobs fair, the Kenyan version of www.appearhere.co.uk etc.
3/ What’s the main problem you’re trying to solve, and for whom?
We are trying to solve for the lack of a hostile, limiting environment in Africa's cities for entrepreneurs, creatives and innovators.
4/ Short version: how did this all start? (What sparked the idea?)
We spent time in a lot of global cities but realised that the city we call home lacked a thriving, connected, young neighbourhood similar to those we spend time in in other cities.
5/ What are you hoping this new brand for your company will helps you achieve over the next 6-12 months?
Inform all of our stakeholders simply and clearly of who we are (from community stakeholders to partnerships). Connect all of the various things we do in a nuanced way, create stickiness with our internal stakeholders. Create a brand that is non-imposing, but helps us do more business acroll all verticals: tenants, partners, visitors, clients.
6/ What shift in how people see you or behave around you would make you say: “This brand really worked”?
Where people stop asking questions about who we are, what we are doing or what our intent is and we get on with the more important parts of what we're doing with limited friction.
Audience and competition
1/ Who is your primary audience at this time? Is there a secondary one to consider?
Our Clients and Members within our centres. And their visitors would visit the cafe for meeting, work session and the like.
2/ What do these audiences care about most?
They care about time, and finding food and drinks that are easy and quick to reduce the stress of finding the time to eat on a busy workday.
3/ Do you have main competitors OR important peers in this new direction you're taking? Share their links if possible.
Tiffin boxes, local food places, restaurants and cafes in Westlands that are on the route for clients' commute into work. Glovo, Bolt and Uber Eats.
4/ Are there 2-3 of them that you admire? Please share why.
ArtCaffe - has done well with its brand expression across the components. Such as takeaway cups.
5/ Which 2–3 competitors do you really not want to resemble and why?
N/A
6/ Can you think of 2-3 brands outside your space that feel like what you want to build?
Daily Provisions in NYC
Inspiration & Mood
1/ Drop 3–5 links/images of brands that feel “right” for where you’re headed and a quick note on what you like in each.
Soho House, Daily Provisions (as per the photos supplied)
2/ Drop 3–5 links/images that feel “wrong” and what you’d want to avoid.
See the documentation provided
3/ List 3–6 adjectives for your brand at its best.
See the documentation provided
4/ List 3–6 adjectives you never want associated with your brand.
See the documentation provided
5/ On each slider, mark where you’d like your brand aesthetic and vibe to land on a scale of 0-10, with 0 being one side of the spectrum and 10 the opposite (go with your gut):
Elite <> Mass Appeal: 5
Serious <> Playful: 5
Conventional <> Rebel/Against the grain: 6
Friend <> Authority: 3
Mature/Classic <> Modern/Approachable: 6
6/ When someone encounters your brand for the first time, what do you want them to feel?
This place feels like a go-to eatery and is excited by the visual of the space, the brand within the space and the food and drinks.
Voice, Vision & Context
1/ What phrases or messages do you catch yourself repeating to customers, team, funders or partners?
Easy, very satisfying, great place to hang out.
2/ After someone interacts with your brand, how do you want them to describe you in a sentence or two?
the food is great, I love to hang here, grab and go and get on with my day.
3/ In the next 12–18 months, what are the 3 most important places this brand needs to work hard for you?
Signage, Menu, plates, mugs, teapots, takeaway packaging, paper wraps, tote bags.
4/ If this brand does its job, what should feel easier or more effective for you?
Creating an internal workplace destination for coffee, meetings, lunch, snacks a please to head within the workday.
5/ Any new key dates, launches, or events I should know about as we plan this work?
Soft launch for the internal audience is Dec 7th and during the period we can review how we soft launch to the few members in the building.
1/ Who is your primary audience at this time? Is there a secondary one to consider?
Our Clients and Members within our centres. And their visitors would visit the cafe for meeting, work session and the like.
2/ What do these audiences care about most?
They care about time, and finding food and drinks that are easy and quick to reduce the stress of finding the time to eat on a busy workday.
3/ Do you have main competitors OR important peers in this new direction you're taking? Share their links if possible.
Tiffin boxes, local food places, restaurants and cafes in Westlands that are on the route for clients' commute into work. Glovo, Bolt and Uber Eats.
4/ Are there 2-3 of them that you admire? Please share why.
ArtCaffe - has done well with its brand expression across the components. Such as takeaway cups.
5/ Which 2–3 competitors do you really not want to resemble and why?
N/A
6/ Can you think of 2-3 brands outside your space that feel like what you want to build?
Daily Provisions in NYC
Audience and competition
1/ What phrases or messages do you catch yourself repeating to customers, team, funders or partners?
Easy, very satisfying, great place to hang out.
2/ After someone interacts with your brand, how do you want them to describe you in a sentence or two?
the food is great, I love to hang here, grab and go and get on with my day.
3/ In the next 12–18 months, what are the 3 most important places this brand needs to work hard for you?
Signage, Menu, plates, mugs, teapots, takeaway packaging, paper wraps, tote bags.
4/ If this brand does its job, what should feel easier or more effective for you?
Creating an internal workplace destination for coffee, meetings, lunch, snacks a please to head within the workday.
5/ Any new key dates, launches, or events I should know about as we plan this work?
Soft launch for the internal audience is Dec 7th and during the period we can review how we soft launch to the few members in the building.
Voice, Vision & Context
Audience and competition
Audience and competition
1/ Who is your primary audience at this time? Is there a secondary one to consider?
Stakeholders: partners, ngara's residential and business community, NBST investors, tenants visitors, local government, the city!
2/ What do these audiences care about most?
1. NBST Business Partners: pain is not having a reliable, future leaning, partner in the built environment that they can rely on to bring their project to life.
2. Ngara Residents: a) lack of economic opportunities. b) space for their family and kids to relax - with some cheap entertainment and access to green space and not be squeezed out.
3. Ngara business community: a) chap and reasonable spaces to work in and do business from.
4. NBST investors - they want to see a return on investment in a sustainable way and brand impact / association.
5. NBST Tenants - clean, safe, beautiful thriving economically dense area with lots of footfall and new clients to make their businesses successful.
6. Visitors - - clean, safe, beautiful thriving exciting stimulating walkable district
7. Local government - something that gets them re-elected.
3/ Do you have main competitors OR important peers in this new direction you're taking? Share their links if possible.
Nope.
4/ Are there 2-3 of them that you admire? Please share why.
Brixton Village - thriving area
Dumbo - huge and enabling economically thriving mature development but with very quiet owners
Lower East Side - gritty combination of local community and new entrants - an excellent mix of the high and the low.
NREP Nordhavn - institutionalised!
5/ Which 2–3 competitors do you really not want to resemble and why?
Brixton village - they messed up the community engagement.
6/ Can you think of 2-3 brands outside your space that feel like what you want to build?
Soho House
Aime Leon Dore (@teddysantis and @ronniefieg)
workingfrom_
marseillexnapoli
sabah
mambo (argentina)
1/ Who is your primary audience at this time? Is there a secondary one to consider?
Stakeholders: partners, ngara's residential and business community, NBST investors, tenants visitors, local government, the city!
2/ What do these audiences care about most?
1. NBST Business Partners: pain is not having a reliable, future leaning, partner in the built environment that they can rely on to bring their project to life.
2. Ngara Residents: a) lack of economic opportunities. b) space for their family and kids to relax - with some cheap entertainment and access to green space and not be squeezed out.
3. Ngara business community: a) chap and reasonable spaces to work in and do business from.
4. NBST investors - they want to see a return on investment in a sustainable way and brand impact / association.
5. NBST Tenants - clean, safe, beautiful thriving economically dense area with lots of footfall and new clients to make their businesses successful.
6. Visitors - - clean, safe, beautiful thriving exciting stimulating walkable district
7. Local government - something that gets them re-elected.
3/ Do you have main competitors OR important peers in this new direction you're taking? Share their links if possible.
Nope.
4/ Are there 2-3 of them that you admire? Please share why.
Brixton Village - thriving area
Dumbo - huge and enabling economically thriving mature development but with very quiet owners
Lower East Side - gritty combination of local community and new entrants - an excellent mix of the high and the low.
NREP Nordhavn - institutionalised!
5/ Which 2–3 competitors do you really not want to resemble and why?
Brixton village - they messed up the community engagement.
6/ Can you think of 2-3 brands outside your space that feel like what you want to build?
Soho House
Aime Leon Dore (@teddysantis and @ronniefieg)
workingfrom_
marseillexnapoli
sabah
mambo (argentina)
Inspiration & Mood
Inspiration & Mood
1/ Drop 3–5 links/images of brands that feel “right” for where you’re headed and a quick note on what you like in each.
TBD
2/ Drop 3–5 links/images that feel “wrong” and what you’d want to avoid.
TBD
3/ List 3–6 adjectives for your brand at its best.
Irreverent
Inclusive
Exclusive
African
Contemporary
Simplistic
beauty
Casual
4/ List 3–6 adjectives you never want associated with your brand.
Stuffy
Elitist
Anti-Nairobian
5/ On each slider, mark where you’d like your brand aesthetic and vibe to land on a scale of 0-10, with 0 being one side of the spectrum and 10 the opposite (go with your gut):
Elite <> Mass Appeal: 5
Serious <> Playful: 7
Conventional <> Rebel/Against the grain: 7
Friend <> Authority: 0
Mature/Classic <> Modern/Approachable: 5
6/ When someone encounters your brand for the first time, what do you want them to feel?
ELEVATED INSPIRED BELIEF IN THE CITY AND ALL ITS EXCITEMENT AND POTENTIAL
1/ Drop 3–5 links/images of brands that feel “right” for where you’re headed and a quick note on what you like in each.
TBD
2/ Drop 3–5 links/images that feel “wrong” and what you’d want to avoid.
TBD
3/ List 3–6 adjectives for your brand at its best.
Irreverent
Inclusive
Exclusive
African
Contemporary
Simplistic
beauty
Casual
4/ List 3–6 adjectives you never want associated with your brand.
Stuffy
Elitist
Anti-Nairobian
5/ On each slider, mark where you’d like your brand aesthetic and vibe to land on a scale of 0-10, with 0 being one side of the spectrum and 10 the opposite (go with your gut):
Elite <> Mass Appeal: 5
Serious <> Playful: 7
Conventional <> Rebel/Against the grain: 7
Friend <> Authority: 0
Mature/Classic <> Modern/Approachable: 5
6/ When someone encounters your brand for the first time, what do you want them to feel?
ELEVATED INSPIRED BELIEF IN THE CITY AND ALL ITS EXCITEMENT AND POTENTIAL
Voice, Vision & Context
Voice, Vision & Context
1/ What phrases or messages do you catch yourself repeating to customers, team, funders or partners?
Everyone must win
2/ After someone interacts with your brand, how do you want them to describe you in a sentence or two?
The future of African cities
3/ In the next 12–18 months, what are the 3 most important places this brand needs to work hard for you?
Website
Tenant and Partners sales deck
Investors
4/ If this brand does its job, what should feel easier or more effective for you?
Sales, community engagement, partner engagement
5/ Any new key dates, launches, or events I should know about as we plan this work?
Yesterday and today are our deadlines. We want to launch our website in 1 week. https://www.urbanafrica.com/ngara-1
1/ What phrases or messages do you catch yourself repeating to customers, team, funders or partners?
Everyone must win
2/ After someone interacts with your brand, how do you want them to describe you in a sentence or two?
The future of African cities
3/ In the next 12–18 months, what are the 3 most important places this brand needs to work hard for you?
Website
Tenant and Partners sales deck
Investors
4/ If this brand does its job, what should feel easier or more effective for you?
Sales, community engagement, partner engagement
5/ Any new key dates, launches, or events I should know about as we plan this work?
Yesterday and today are our deadlines. We want to launch our website in 1 week. https://www.urbanafrica.com/ngara-1
1/ In one or two sentences, what is the new business and why does it exist?
KOFISI is the leading workspace hospitality provider in Africa. It provides dynamic facilities and workspaces for enterprise level clients. Our main goal is to provide the best workday possible for our clients.
2/ What space are you in, and how do you (or will you) make money?
We are a landlord of sorts, with the licence that clients contract for up to 3 years for larger office spaces. Some larger clients also pay a fee for design services to support the customisation to their specification for their office spaces. Whilst we fill the centres with smaller day and flexible use spaces within our centres to create high levels of occupancy.
3/ What’s the main problem you’re trying to solve, and for whom?
We reduce the risk of renting office spaces, by providing a platform of centres for easier expansion (and if needs be contraction) of busienesses instead of the normal locked in rental agreements for commercial real estate. The second main problem of high capex spending on the fit out is removed by building the cost of design and use of equipment of desks, chairs and other furniture in to the bundled cost of the licence agreement in per desk approach. This reduces the overall cost of renting workspace. And by providing up to 30,000 sq ft of accessible lounge, food and beverage and meeting spaces. This can reduce the overall cost of renting workspace by over 30%. Because the clients do not have to rent those extra spaces that are important to employee wellbeing but are often left empty for large periods of time during a tenancy.
4/ Short version: how did this all start? (What sparked the idea?)
We are creating a cafe, as we wanted to elevate the experience of what a workday. This is one of the key F&B offerings in the centres. This brand would be applied across the entire network over time.
5/ What are you hoping this new brand for your company will helps you achieve over the next 6-12 months?
We are building more brand loyalty by providing access to great food and beverages. Whether that be grab and go, or more dining services within the work environment. This is also the beginning of a system that would expand the DNA of KOFISI.
6/ What shift in how people see you or behave around you would make you say: “This brand really worked”?
We would see more clients actively seeking refuge, a break, a short meeting over coffee in the cafe space. The adaptation and expression of this sub-brand would become a must-have for clients through sophisticated components such as take-away cups and tote bags.
Business and story
Inspiration & Mood
1/ Drop 3–5 links/images of brands that feel “right” for where you’re headed and a quick note on what you like in each.
Soho House, Daily Provisions (as per the photos supplied)
2/ Drop 3–5 links/images that feel “wrong” and what you’d want to avoid.
See the documentation provided
3/ List 3–6 adjectives for your brand at its best.
See the documentation provided
4/ List 3–6 adjectives you never want associated with your brand.
See the documentation provided
5/ On each slider, mark where you’d like your brand aesthetic and vibe to land on a scale of 0-10, with 0 being one side of the spectrum and 10 the opposite (go with your gut):
Elite <> Mass Appeal: 5
Serious <> Playful: 5
Conventional <> Rebel/Against the grain: 6
Friend <> Authority: 3
Mature/Classic <> Modern/Approachable: 6
6/ When someone encounters your brand for the first time, what do you want them to feel?
This place feels like a go-to eatery and is excited by the visual of the space, the brand within the space and the food and drinks.